Celebrating the 'Old Vines, New Technology' Award with PI Concept

We're proud to share that PI Concept has been awarded the first-ever ‘Old Vines, New Technology’ award at the 2025 Old Vine Hero Awards. This prestigious event was hosted by the brilliant minds behind The Old Vine Conference.

This new award recognises innovation that supports the future of old vine vineyards—something very close to our hearts. It’s an honour to be recognised for our work at the intersection of heritage, sustainability, and smart technology.

What We Built — and Why

The award acknowledges the incredible contribution of our co-founder Marta Juega. She developed PI Analytics, our sustainability intelligence platform. This platform is designed to help wineries and vineyards transition to regenerative practices.

PI Analytics promotes circularity in the vineyard. It supports soil regeneration, optimises water and energy usage, and delivers real-time insights. These insights empower growers to take climate-conscious action across the entire value chain.

In 2024, Marta partnered with Lilla O’Connor. Lilla brought the strategic and creative direction to transform this innovation into a brand and platform with purpose. Together, we launched PI Concept to support producers who work at the edge of tradition and transformation.

The Significance of the Award

The Old Vine Conference is a global, non-profit initiative. It works to bring attention, care, and value to the world's heritage vineyards. Since launching in 2021, this conference has become a leading voice in preserving and promoting old vines. It fosters a growing international community that includes winemakers, growers, researchers, and retailers.

The Old Vine Hero Awards are an important part of that mission. In 2025, the awards received 60 nominations from 14 countries. These nominations were judged by an international panel of experts. This makes our recognition even more meaningful.

“This award reinforces our belief that innovation and tradition can—and must—coexist,” said Marta. “We're proud to stand alongside producers who are not only protecting old vines but redefining what sustainable winemaking can look like.”

Looking Ahead: Our Journey Continues

With this award, Marta has been invited to attend Day 1 of The Old Vine Conference 2025 in California. She aims to share insights and connect with others leading the charge for positive change in the wine world.

The journey doesn’t end here. We believe in the power of collaboration and innovation. As we move forward, we are excited to build lasting partnerships in the industry. Together, we can redefine sustainable practices.

We’re just getting started—and we're deeply grateful to be in such good company.

The Future of Sustainable Winemaking

As we look toward the future, we see enormous potential in old vine vineyards. These vineyards are a living testament to sustainability and history. By embracing technology, we strive for a harmonious balance between tradition and modern practices.

Our work is rooted in the belief that sustainability can flourish alongside heritage. This vision guides every step we take in our mission. We invite you to join us on this journey toward a more sustainable future.

Explore our initiatives and see how we can work together. By combining our efforts, we can drive meaningful change in the agricultural landscape.

The future of winemaking is bright. Let us work together to cultivate a vineyard landscape that respects our past while innovating for our future.