New famous face for Berberana

Double Michelin starred Spanish chef Sergi Arola has been unveiled as the new face of the wine brand Berberana.

The high profile strategic partnership will see Ferrán Adrià trained Arola teaming up with the Spanish wine producer in a brand ambassador role, resulting in a campaign that will reinforce the tradition, heritage and quality positioning of what is the number two Spanish brand in the UK off-trade.

The partnership, which will include recipe demonstrations, brand endorsements, exclusive dinner events and a strong on-line presence, is designed to raise the profile of the brand with both the trade and consumers.

A statement from Berberana said: “The partnership with one of Spain’s avant-garde culinary elite will enable Berberana to engage with its target consumers, fostering brand trial, adoption and loyalty whilst also communicating the quality credentials of the brand.”

Arola currently owns La Broche, a minimalist restaurant in the Spanish capital of Madrid, as well as Arola in Barcelona’s Hotel Arts. To date Arola has garnered two coveted Michelin stars.

Berberana has been awarded over 90 medals and competition awards in the last five years and continues to enjoy a reputation as a value for money producer.

The brand, which features Rioja and Vino de la Tierra de Castilla wines, has experienced a 39.1% increase in volume and a 46.4% growth in value year-on-year.

Alan Lodge, 30.06.2009