We’re Honoured: PI Concept Wins Inaugural ‘Old Vines, New Technology’ Award

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, 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 work of our co-founder Marta Juega, who developed PI Analytics, our sustainability intelligence platform designed to help wineries and vineyards transition to regenerative practices.

PI Analytics was built to promote circularity in the vineyard—supporting soil regeneration, optimising water and energy usage, and delivering real-time insights that empower growers to take climate-conscious action across the entire value chain.

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

Why This Award Matters

The Old Vine Conference is a global, non-profit initiative working to bring attention, care, and value to the world's heritage vineyards. Since launching in 2021, it has become a leading voice in the preservation and promotion of old vines—fostering a growing international community that includes winemakers, growers, researchers, and retailers.

The Old Vine Hero Awards are part of that mission. In 2025, the awards received 60 nominations from 14 countries, judged by an international panel of experts. That makes this recognition even more meaningful to us.

“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.”

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

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