Spanish Wine Case

1. Was the Colombian opportunity the right one to begin

expanding Spanish Vines’ international footprint?

~ Market
Research
~ Culture and
Language
~ Brand
Awareness
2. If so, should he launch with house brands, partner
brands or both?
• The perception of Chile’s and
Argentina’s wines.

• The belief that European wines

have better quality.

• Penetrate the Colombian

market, with new European
Brands.
3. What message and media could he use to tell the Spanish
Vines story? to make his first venture into Latin America a
success.
◦ Message
1.) Timely venture anchoring on the increasing interest and competitive intensity in the wine of Latin
American countries.

Interesting and attractive to the Latin American market because of its unusual origin. 
Internet and social media are effective strategies for customer come-on and revenue generation. 

2.) Precedent reach of Spanish Vines (Millenial and Generation X) in the U.S. market reach is
considerably high categorized as tech-savvy, and purchase wine once a week.    
Media
1.) Hindrances with advertising campaigns and TV advertising in Columbia (disclaimers and time
allowed to do the advertisement);

2.) No identified restriction on Internet and social media use;

3.) Access to the internet and social media is quite high. 

 4. Which factors can make his first venture into Latin
America a success?
◦ Socio-economic: Colombia improving over the years and
women are more financially independent.
◦ The most consumed beverage: 3/4 of the market is beer
◦ The pattern of beverage consumption: young people
◦ Distribution channels: on-trade channel and off-trade
channels/distribution partnership
◦ Restricted TV ads.

Key factors: Economic recovery, consumer trends, women

empowerment, distribution channels
 CONCLUSIONS & RECOMENDATIONS
The store of Spanish Vines should be told through the internet and social media.
The channel does not have any restrictions and takes advantage of the high level
of internet access that colombian population has.
Economy recovery, consumer trends, women empowerment and distribution
channels are key factors that can lead to the first venture into Colombian
success.
It is recommended that a partnership be established with a local distributor and
retailer, so the Brand can be better known and exposed to the consumers.
 Thanks
for
your
attention