As a member of the Great Wine Capitals network, Mendoza is part of a select group of wine regions around the world that stand out for their quality, creativity and capacity for innovation. Within this framework, the province is home to internationally recognized companies that develop unique technological solutions, that redefine the way of enjoying wine, the landscape and the wine culture. Today we present MagnolIA , the development by Enfoque Comercial.
Artificial Intelligence at the service of wine tourism
One of the most disruptive developments in Mendoza is MagnolIA, the first Artificial Intelligence agent specialized exclusively in the world of wine and wine tourism. It is a tool created and trained by Enfoque Comercial, a leading Argentine consulting firm in transforming wine tourism into a strategic and highly profitable channel. MagnolIA was awarded the Silver award in the category “Services Related to Wine Tourism”, in the prestigious Best of Mendoza’s Wine Tourism 2026 Awards.
This artificial intelligence agent was designed to accompany the visitor from the first consultation to the decisive moment of purchase, integrating technology, sensitivity and in-depth knowledge of the wine universe. Available 24/7, MagnolIA seamlessly integrates with channels such as WhatsApp, websites and social networks, offering immediate, warm attention aligned with the identity of each winery.
Wine tourism 2.0: a new way of living the experience
The development of MagnolIA is part of the Wine Tourism 2.0 methodology, a comprehensive proposal based on three fundamental pillars that articulate tourism, technology and commercial strategy. The first is Tourism Management, aimed at attracting high-value audiences through strategic alliances, precise digital campaigns and intelligent optimisation of the booking system and visitor flow. The second pillar is the Tourist Experience: design of unique experiences that generate a deep emotional connection between the visitor and the winery. It includes mentoring in sales, storytelling, conversion-oriented hospitality and personalized attention, creating moments designed to drive memorable purchasing decisions. Finally, the Remote Channel and the After Sales allow you to sustain the connection after the visit, through automated marketing, personalized communications, loyalty programs, wine clubs and home deliveries, guaranteeing lasting relationships and recurring sales.
Technology with identity and sensitivity
Unlike other generic solutions, MagnolIA is trained specifically for each project, incorporating your identity, wine portfolio and business objectives. It speaks the language of wine and responds with the sensitivity of a human representative. It also derives interaction when personal intervention is necessary, achieving an authentic and emotional experience. It is designed for wineries of all sizes, tourism and commercial projects, multilingual initiatives and teams with or without an internal commercial structure, democratizing access to high-impact technology.
Recognition, impact and international projection
The launch of MagnolIA generated a strong media impact, with a presence in media specialized in wines, technology and tourism. “The first Argentine AI focused on wine sales and wine tourism,” said EcoCuyo, while The Wine Time celebrated the arrival of Artificial Intelligence applied to the sector. Enfoque Comercial’s trajectory has been recognized with important distinctions, such as the Bronze Award in theWine Related Services Category at the Best of Wine Tourism 2023, the distinction to Pilar Centurión as Young Entrepreneur from Mendoza 2024, and the Golden Gazelle for Growth and Development awarded by ArchGroup. “MagnolIA is part of the ecosystem. We propose to professionalize each stage of the customer journey. It is our way of putting technology at the service of asector that we deeply value,” said Cristián Centurión, CEO & Founder of Enfoque Comercial.
Pilar and Cristian Centurión from Enfoque Comercial
Mendoza, tradition and innovation
With developments like MagnolIA and the various technological advances at the service of wine tourism, Mendoza reaffirms its leadership as a world-class wine tourism destination, where winemaking tradition is combined with technological innovation to offer memorable and globally competitive experiences.
Text and Photo Credits: EMETUR (Tourism Board of Mendoza)