me&you has created campaign materials to raise the profile of wines from the Rueda region among white wine drinkers across Europe.
Despite having the bestselling white wine in Spain and enjoying popularity in other European countries, Spain’s DO Rueda region has struggled to compete with the likes of Sauvignon Blanc and Pinot Grigio in the UK market.
me&you were approached by UK-based drinks promoter Bespoke Drinks Media to create campaign concepts, copylines, visual assets and a guidelines document, to promote Rueda wines to young, mainly female white wine drinkers.
Since many different wine brands are produced in the region, the campaign visuals could not feature one particular product but instead needed to focus on the overall flavours and feelings that the region’s unique Verdejo wines evoke.
The campaign assets would be displayed at food and drink festivals in the UK, and also be adapted for use in other European countries so a set of guidelines needed to be produced to ensure consistency and quality was maintained.