Bodegas Faustino launches major marketing campaign

Bodegas Faustino has launched a major new marketing campaign t0 demonstrate its passionfor wine and its determination to become a byword for quality Spanish reds. db talks to company CEO Francisco Honrubia about the new drive.

2020 is set to be a pivotal year for Bodegas Faustino, following the launch last month of the Riojan brand’s first global marketing campaign.

The company’s CEO, Francisco Honrubia, explains that although the export-driven brand has been active in international markets for many years – over 70% of its revenues come from exports – this is the first time that it has embarked on such a big international initiative.

“It’s the most ambitious campaign we’ve ever done, and the first time we’ve done something global,” he explains. “We envisage that this new platform will be with us a really long time.”

The communication concept is centred around the brand’s new tagline, ‘Faustino, in the name of wine’, which highlights the experience and 150-year heritage of the fourth-generation family company, as well as its expertise and passion for wine.

“Passion is what we send out, and we save none for later,” the message states.

“Such passion generates commitment, care and dedicated in everything we do, inspiring and  connecting emotionally with our audience.”

This, it says, will not only revitalise the perception of the brand but increase brand awareness by emphasising its heritage and the quality of the products, as well as the passion and commitment that goes into making it.

As Honrubia points out, in the past, Faustino has focused purely on creating great products that offer good value for money rather than becoming better recognised in the market.

“So this is a big switch – we still need to do all of the above, but we need to be communicating it better. The market is so fragmented, we need to shout,” he says.

This is a key point because research conducted by the company as part of the campaign showed too few Spanish brands are recognised in the market, but by engaging with its audience it could prompt consumers to go from buying a general Spanish wine to choosing Faustino specifically.

As Honrubia points out: “People know Spanish wines represent good quality and good value for money, and while Rioja as a region is very much appreciated, not many Spanish brands are recognised as brand leaders.”

Brand Recognition

Rioja, he continues, is brand in its own right that is highly recognised around the world, but Honrubia want to develop the conversation with its export markets beyond the region, arguing that it is possible for the two to happily stand side by side

“We are proud to be in Rioja and to talk about that, but we are also a brand with our own heritage, so the two complement each other,” he explains. “We want to be top of mind – especially when it comes to Rioja.”

The campaign is adopting a tactical approach to boost its visibility with a heavy focus (70%) on digital communication centred on national and specialised international wine, gastronomic and lifestyle titles. It is also using social media to reach its key demographic, the engaged higher socio-economic consumer aged between 35 and 50.

This approach will continue throughout 2020.

“For wine brands in the future, the internet will be key. To be recognised, how you present yourself on shelf, in a magazine, outdoors and digitally, it has to be a key part of your communications,” Honrubia points out.

It is also running a highly visible out-of- home campaign in December targeting the domestic market, with a giant street canvas on the corner of two of the busiest thoroughfares in Madrid, in the highly popular fashion-and-shopping quarter.

Honrubia says: “We are showing leadership and our determination. We are already a global brand but we want to be even more so.”

Key Markets

The UK has been Faustino’s largest export market for the past 15-20 years, according to Honrubia. There is a strong tradition of the brand in the off- trade, which is key, helped by British holiday makers seeing it in Spain during their travels.

“We understand the market very well,” he says. “Having such high distribution means the impact we have with the campaign will be faster and more effective.”

Other key territories include Switzerland, (which is the fourth-largest market for Rioja), China, Ireland, Russia, the US and Canada.

The US, he notes, is an interesting territory, but one in which the route to market is more complicated and therefore slower. Although competition is fierce – particularly from domestically produced wines – consumers are used to paying a price premium for their wine in specialist shops. The large Latino and Spanish community in key states such as Florida, New Jersey, New York and Texas provide a strong market for Spanish wines.