In a market obsessed with discounts, performance, and AI, telling the story of a brand’s digital transformation—one with nearly a century of history—requires a different set of standards. This talk takes a step-by-step look at how Bodegas Emilio Moro has rebuilt its digital channel in recent years: from redesigning its e-commerce platform and developing a CRM strategy—which has grown to a database of 60,000 users—to implementing automations, expanding into marketplaces, and integrating AI into its operations. With real decisions, mistakes, and metrics laid out on the table, this is an honest review of what worked, what didn’t, and what “growth” means today for a brand that doesn’t compete on price.