After two years of work, the DO Penedès presents its new promotion and communication strategy. It is focused on the historical heritage and the winemaking tradition of the territory. The objective of this change according to the director of the DO Penedès, Francesc Olivella, is:
"Adapt to new trends in the sector. As well as vindicate the 2.700 years of history that the Penedes in the cultivation of the vineyard and in the production of wine ”.
Penedès, a prestigious denomination
After consolidating the wines Penedes in the markets. Also of having achieved great prestige at the national and international level. Now the DO Penedes has taken a step forward. Everything to consolidate its long history dedicated to the vineyard or winemaking. In turn, it helps you adapt to new trends and your new audiences.
In his speech, Olivella has reviewed the main lines of work that the DO Penedes has made over time. It has encouraged us to work together to achieve the objectives set:
“Producers, processors and marketers. We have to join forces to promote the territory, wine tourism and local products. They must be emblems of our way of being "
Olivella He stressed that the work done so far "is very good." It should continue in that line so that the Penedès wines continue in this ascending stage.
The good figures of the DO Penedès
Current figures show that the products of the DO Penedes have achieved a high position within the sector. Currently 18 million bottles are produced within the umbrella of the DO. 53% are white wines, 40% red wines, 5% rosé wines and 2% Classic Penedès. At the marketing level, 65% goes to the Catalan market, 7% to the rest of the state and 28% to international markets.
The history of wine in Catalonia is born in the Penedès
To learn more about the origins and wine history of the Penedes, the historian of l'IEP, Xavier Esteve, has made a review of the different historical moments. All related to the vineyard and wine in the territory. He has explained how this practice came to Penedes. As well as its importance within the local economy. At the same time, its evolution throughout the various historical eras.
Esteve has stressed the importance of recovering the origins of the territory. But this giving value to the wine products of the Penedes:
“If we know our roots, we will have more strength to sell our wines. We must value our heritage. A singularity that not all wine-growing areas have "
Thus has concluded his presentation, encouraging the wineries present at the event to continue working on the empowerment of the territory.
The Dehesa Demeter de la Font de la Canya
As a result of this new strategic line, the DO Penedes has also released its new image. In this the historical origin of wine in the Penedes has a leading role. The person in charge of the design studio Make it Gas has been responsible for the change, with Ivo Gasulla.
These have justified the choice of a classic image as the central element of the new logo.
“We have chosen the cauldron, with the bust of the Dehesa Dehesa. Located in the deposits of The Font de la Canya, exemplifies in an image, authenticity and elegance. They are all found in wines Penedes".
This homage to wine cult and tradition is accompanied by elegant, serene and classic typefaces. A set that denotes harmony and prestige.
gasulla has stated that "the DO Penedes is in a very sweet moment to transcend. At the product level it has already done it and now it has to do it on a communicative and emotional level ”. To consolidate this aspect, it has presented a 3-year strategy. He has based this strategy with quality images where the protagonists are the land, its people and the vineyards.
The slogan continues
Within this strategy to enhance the wine heritage of the Penedes, the DO has decided to keep its slogan “Tenim un do” (We have a gift). A claim that transmits the baggage and prestige of its wines. Along with agricultural heritage and processing.
The marketing advisor of the DO Penedès, Albert Castellón:
“History is a fact that differentiates us from any other wine region in the world. It is for this reason that one of our objectives when redesigning the brand had to value our heritage, authenticity and prestige "
Future perspectives
The president of the DO Penedès, Josep Maria Albet, has wanted to emphasize as one of the great values, its plurality: "this diversity is our wealth." Albert has given as an example the zoning project of the DO Penedes. This is to differentiate the characteristics and personality of each area of the territory. He also highlighted the importance of wineries identifying themselves with an image of a local product.
In addition, he has pointed out the important task carried out in recent times from the communication and marketing area of the DO Penedes. Everything to link the essence of the territory with wine products. To apply these new strategic lines presented, it has designed various actions focused on promotion and communication.
Thus, the DO will focus its efforts on enhancing its presence at events and fairs in the sector through tastings and workshops. It will also be in shares in specialized stores and in the restaurant sector.
