RIOJA \ WINES OF SPAIN
Spain’s iconic wine region, reintroduced.
Turning a region most U.S. drinkers couldn’t name into one they ask for by name.
\ THE CHALLENGE
Make Rioja a name, not a mystery.
340 million bottles, 600 wineries, 15,000 growers — yet only 32% of U.S. wine drinkers can identify Rioja as a wine region. The work: build recognition and turn awareness into demand.
Custom research.
We opened with data analysis to baseline U.S. awareness of the region and its wines, pinpointing where the biggest opportunities lived.
The challenge
By the numbers.
340M
Bottles sold globally
600
Wineries
15,000
Growers
32%
of U.S. wine drinkers can identify Rioja as a region
\ AWARD WINNING CONTENT
Heart of Harvest
To get to the heart of the busiest season in Rioja, we filmed, edited, and posted a five-part content series in 24-hour cycles. Profiling growers, pickers, winemakers, the consejo and, finally, the celebration, the social series brought harvest to life in digital channels for the US market. The program won the prestigious Best International Marketing Campaign in the Wine Sector award at the International Wine Challenge, Europe.
ShopRioja.com.
A mobile-responsive site with a multi-product portfolio, CRM integration, and SEO — so consumers could learn about Rioja wines and find and buy bottles locally.
\ THE CAMPAIGN
100 Days of Rioja
A daily social campaign released a wine story and tasting notes for 100 days — ending on International Tempranillo Day — with weekly bodega features and live winemaker interviews.
Paid media strategy.
Interest targeting alongside lookalike and retargeting audiences kept the media efficient and the message in front of the right drinkers.
RESULTS
Changing Trajectory
17%
sales growth in declining category
<50
reduced average
age of buyer
3
awards for
creative campaigns