Finca Mónica relaunch pays homage to women in wine
As specialist Spanish wine exporters a high quality Rioja is an essential part of our range. Rioja continues to grow in exports year-on-year; in fact, almost 4 million consumers have bought a Rioja wine for the first time since 2016, yet the packaging of most of the region’s wines is staid and boring.
We decided to embark on a project to redefine and better communicate the personality of our award-winning Finca Mónica range with specialist wine design agency, Studio Pablo Guerrero.
The new packaging reflects the region’s classic heritage and brings the Mónica of the estate wine to life through a new feminine identity that draws parallels between the image of Atlas with the world on his back of Greek mythology and 19th century engravings of Riojan women bringing in the harvest. Hand-drawn images evoke the care taken in the handling of the grapes and transmit contemporary messaging about the importance of women’s work.
The Finca Mónica relaunch will be a focus of our campaign at ProWein this year. We have invested in a package of advertising and editorial support for the brand in The Drinks Business, leading wine trade magazine. Further support for the brand will include visual branding on the stand and printed vintage-style postcards for visitors to take away. Magnums and personalised cases will also be available.
The Finca Mónica wines have won a number of awards this year; it was the only Crianza priced under £10 to win a Gold Award in the Drinks Business Rioja Masters 2018.