Bodegas Barbadillo: From Green to Blue

Bodegas Barbadillo, the Spanish winery, improved sales of its Maestrante wine brand by imitating the competition and investing in media in Spain.

Campaign details

Agency: 360 MARKETING & COMM.Country: Spain

Background

Bodegas Barbadillo, founded in 1821, is one of the 10 oldest family businesses in Spain. Castillo de San Diego, known to all simply as Barbadillo, is the leading white wine in Spain. It is a dry white wine.

In the early 90's Barbadillo launched a semi-sweet white wine named Maestrante.

The main brand, Castillo de San Diego, suffered erosion after 40 years in the market, many of them as white wine leader. Maestrante having such a similar packaging suffered this erosion too.

Maestrante had flat sales since shortly...

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