Multi-Platform Beringer Campaign Breaks New Ground
Hispanics’ wine consumption has grown by 35% since 2005, and they accounted for more than 50% of wine consumption growth during the slow-growth years of 2005 to 2008, according to Experian Simmons. But you’d be unlikely to spot those trends based on the perfunctory Hispanic marketing commonplace in the wine market.
“Translating a mainstream ad or [in-store] wine taste cards into Spanish, with no context or cultural relevancy, isn’t our idea of a Hispanic ‘campaign,'” comments Francesca Schuler, CMO for Treasury Wine Estates, owner of Beringer Vineyards. Read More »