Beringer Vineyards toast to Latinos.

Beringer Vineyards is breaking new ground with the announcement of a multi-platform media campaign, developed by Barú Advertising in Los Angeles targeting Hispanic adults, making it the first wine brand to actively invite Hispanics to enjoy wine through a comprehensive marketing campaign.

“As America’s best selling wine brand, Beringer is always looking to innovate and lead the category into new frontiers. While other wineries have dabbled with Hispanic consumers, no winery has fully embraced the Hispanic market as Beringer is preparing to,” noted Francesca Schuler, Chief Marketing Officer of Treasury Wine Estates, formerly known as Foster’s Wine Estates. “We are committed to winning over Hispanic consumers with a range of quality wines that only Beringer can offer and the natural fit with Hispanic lifestyle and traditions that only Napa Valley’s most historic winery affords. Our marketing plans have been met with unparalleled excitement from our trade partners and we look forward to bringing this program and others like it to the forefront of the wine category.”

BARÚ Advertising has created “Invita El Sabor,” a lifestyle-driven pilot campaign that will be delivered on Spanish-language broadcast television, in high-density Hispanic grocery stores via POS materials and in print through public relations messaging. The program forged industry-leading marketing partnerships with both Univision 34 and Telemundo 52, creatively leveraging established on-air programs and personalities to introduce Beringer to Hispanic homes. Airing first in Los Angeles September 13th, the broadcast partners will launch educational vignettes and food and wine pairing program integrations, in addition to a 30-second commercial, entitled “Invita El Sabor.” These collaborative vignettes feature one of Beringer’s premium winemakers, Leticia Chacon Rodriguez, welcoming Hispanic consumers into the Beringer portfolio and offering greater education for this receptive audience. Grassroot efforts include educational collateral and dry sampling at various Los Angeles-area Hispanic events and retail locations.

“Developing the ‘Invita El Sabor’ marketing campaign has been a highly collaborative process with the Beringer team,” commented Elizabeth Barrutia, founder and president of BARÚ Advertising. “We’ve had a great time building this platform so that it has multi-market scalability in all areas from distribution, marketing and media partnerships to in-store execution. The program was built with a deep understanding of the challenges we must overcome in order to create a shift in the Latino consumer mindset.”

The campaign’s creative platform, “Invita el Sabor,” instills confidence amongst consumers that Beringer fits into the Hispanic lifestyle. The television spot captures three distinct but familiar settings for Latinos and for Beringer Wines: a backyard barbecue with friends, a family dinner, and a couple cooking dinner together. The end result is a spot that is inviting, convivial, and one that celebrates the everyday moments where Beringer can be enjoyed.

To view the spot CLICK on link below “We Share”:
http://www.baru-ad.com