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Marta is an innovative leader in the wine industry, blending over 20 years of global experience with deep scientific and business expertise. She holds a PhD in Chemical Engineering and Oenology from the CSIC in Madrid, and an MBA in Wine Business from Sonoma State University, where she specialized in driving innovation and positive impact strategies for wineries.
As Head of Positive Impact Strategy at Alliance Wine and a member of the advisory committee at Estrella Galicia Corporate Investments, Marta leads initiatives focused on sustainability, carbon insetting, circularity, responsible drinking, and waste reduction. Her approach centers on four key pillars: nature, people, growth, and responsible alliances. By combining her scientific and strategic insights, Marta helps wineries achieve regulatory, social, and environmental goals, setting the standard for leadership in the industry.
marta@positiveimpactconcept.com
Lilla is a marketing leader with 20+ years of success, empowers wineries to thrive through sustainable practices. Her proven expertise in digital marketing, brand storytelling, and project execution has driven measurable results across diverse industries.
Lilla excels at crafting data-driven strategies, leading cross-functional teams and navigating complex projects to achieve impactful outcomes, like award-winning campaigns and effective PR initiatives.
Lilla's academic background (B.Sc. Finance, CIM Postgraduate Diploma, WSET studies) further strengthens her data-driven approach and strategic vision. At PI Concept, she leverages her passion and expertise to empower wineries with online positive impact strategies, propelling them towards sustainable growth and meaningful change.
lilla@positiveimpactconcept.com
Almudena Alberca MW is our Brand Ambassador. She is the first and only woman in Spain to achieve the prestigious title of Master of Wine. With a background in agricultural engineering and advanced degrees in oenology and viticulture, Almudena has worked globally, starting her career with a harvest in New Zealand. She has been pivotal in elevating Spanish wineries like Viñas del Cenit and Dominio de Atauta, where her wines consistently earned top accolades. Her extensive winemaking experience spans from boutique to large-scale projects, with a strong focus on sustainability and innovative practices. Almudena also consults globally and judges at international wine competitions, including Decanter World Wine Awards.
Diego brings over ten years of professional experience—six of them focused on sustainability, policy, and stakeholder engagement—to tackle environmental challenges across both the public and private sectors. Originally from Chile—one of the world’s most dynamic wine-producing countries—and currently based in London, he has held key leadership roles in national ministries and local government, where he spearheaded a range of successful sustainability initiatives, including circular economy strategies and waste management programmes.
He holds an MSc in Sustainable Resources from University College London and a Law degree from Pontificia Universidad Católica de Chile. At Positive Impact Concept, Diego leads the company’s commercial expansion in Latin America.
Having spent a significant part of his life in the countryside, Diego is passionate about advancing circularity and sustainability practices in the food and beverage industry—starting with wine.
Luis is a visionary IT leader and entrepreneur renowned for his work in the Financial Services and Payments Industry, currently serves as our technical advisor at PI Concept. Alongside his role, Luis is the Founder and CEO of DataWhisper, a startup he established in 2023. DataWhisper is dedicated to developing an advanced AI platform that provides secure, regulatory-compliant, real-time conversational business intelligence. With his expertise in driving digital transformation and innovation, Luis brings strategic insights to our team, guiding us towards success in navigating the evolving technological landscape. Passionate about emerging technologies like Gen AI and Machine Learning, he ensures our initiatives remain at the forefront of industry innovation.
Our People
We’re brand activists, strategists and scientists. Led by Marta and a diverse expert team.
About us
Purpose
To make the wine ecosystem proud of being a strong positive impact sector for people and planet.
Our History
We accelerate the transformation of wine companies into more sustainable, resilient and profitable businesses by integrating data, innovation, and purpose.
PI in Brief
Born from wine. Built for impact. We come from the industry and we return to it with impact innovation to ensure its future.
What makes us different?
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From wine people, for wine people
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We combine data science, regenerative thinking and local expertise
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Our solutions are winery-tailored, easy to apply and based on real metrics
Our Mission
We use innovation and tech-driven solutions to accelerate companies’ transformation into a sustainable and profitable one, by integrating positive impact in their organization, products and services, in a simple, realistic and reliable way.