Rioja
Spain's Finest Wine Region
Challenge
340 million bottles sold globally. 600 wineries. 15000 growers. And a US wine drinking population where only 32% can identify that Rioja is a wine region.
CUSTOM RESEARCH
Our journey with Rioja started with a deep dive into data. We needed to understand what people knew (and mostly didn’t) about the region and the wine. From this foundation, we could identify the biggest areas of opportunity.
SERVICES
Brand Strategy
Research
Creative
Video Production
Paid Media
Social Media
Digital Experience
PR
Influencer
To immerse people in the region, we invited them to the Heart of Harvest in a 5-part docuseries created for our client. The episodes were shot and edited within 24 hours to create a nearly live experience for the US audience.
ShopRioja.com
Mobile responsive UX
Multi-product portfolio
Seamless CRM integration
SEO optimization
One of many custom websites created for Rioja, Spain allows consumers to not only learn about Rioja wines, but locate and buy their favorite bottle close to home. Through strategic UX work, Digital Design, and Custom Software Development we collaborated with Rioja USA’s trade team to develop a shared vision for the region with a strictly consumer state of mind.
PAID MEDIA
Through audience segmentation, we leveraged interest targeting as well as lookalike and retargeting groups for maximum effectiveness and efficiency.
100 Days of Rioja
To celebrate the array of wine produced in Rioja, we created 100 Days of Rioja social campaign, culminating on International Tempranillo Day. For 100 days, we released a story featuring a wine from the region with tasting notes. Weekly posts featured a round up of participating bodegas. Live interviews with Rioja winemakers rounded out the content.