Ever heard of a Patagonian wine? We tried to position it on the world's wine market.
Objective: To position Memorias del Rey as an elegant and storied red wine that transcends its Patagonian origins, capturing the essence of monarchial grandeur and timeless celebration. The goal is to create an emotional connection with consumers who seek more than just a wine—they desire an experience that honors the past, celebrates present victories, and inspires future dreams.
In an increasingly crowded wine market, Memorias del Rey needed to stand out by conveying a unique narrative that connects its rich Patagonian heritage with a universal story of nobility, strength, and perseverance. The challenge was to differentiate the wine not only through taste but through a deeply evocative and meaningful brand identity that resonates with discerning wine enthusiasts.
The core of Memorias del Rey’s brand positioning lies in its ability to tell a story—a story of personal triumphs, historical grandeur, and the continuous journey toward greatness. The brand was built around the metaphor of a king’s journey, reflecting the idea that every consumer has their own personal victories and milestones worthy of celebration. This positioning allows the wine to move beyond its role as a beverage and become a symbol of strength, resilience, and aspiration.
It was a new challenge for Entourage Atelier, repositioning a traditional wine estate. Nevertheless also to learn a bit of spanish language. Wine estates become more and more tourism destinations. Offering more experiences and accommodation to their clients.
+320%
Brand visibility.
+192%
Social media views.
+180%
Website sales.
Over 1 year of partnership.
Sources: Google Analytics, Brandwatch
Memorias del Rey roots itself in the prestigious vineyards of Rio Nero, Patagonia, but its narrative extends far beyond geography. The wine encapsulates the elegance and power of a monarch, paying tribute to the moments that define us—be they personal triumphs or historical milestones. This deep connection to both place and story lends the brand an air of timelessness and prestige.
The visual identity of Memorias del Rey plays a crucial role in reinforcing its brand story. A custom, regal typography emphasizes exclusivity and elegance, while the label’s illustration of a king marching forward with a flag embodies the universal journey of progress and self-determination. The imagery speaks directly to consumers who value the art of perseverance, connecting their personal experiences to the overarching narrative of triumph.
Every sip of Memorias del Rey is positioned as a journey—a revival of noble stories, each filled with the richness and complexity of life’s victories and lessons. The wine offers an experience that engages the senses, creating a deeper connection with its audience. The carefully crafted flavor profile reflects its elegance and strength, making each glass a moment of reflection and celebration. Memorias del Rey is more than just a wine; it represents enduring values of greatness, perseverance, and personal achievement.
By framing the wine as a celebration of life’s journey, the brand taps into the aspirations of its consumers, inviting them to share in the story and become part of a legacy of greatness. This timeless messaging ensures the brand remains relevant across generations and cultures of Latin America.
The brand’s message focuses on honoring the past, enjoying the present, and projecting the future. By emphasizing this continuity, Memorias del Rey creates a narrative that mirrors the lives of its consumers—individuals who look to the future while appreciating the milestones they have already achieved. Each bottle becomes a part of their own story, making the act of drinking Memorias del Rey both personal and meaningful.
By centering its brand identity on the themes of strength, elegance, and perseverance, Memorias del Rey successfully differentiates itself from other wines. It has become a choice for consumers who value both quality and the depth of experience. The brand’s rich storytelling, symbolic design, and evocative messaging have strengthened its market position as a wine that goes beyond the ordinary, offering a luxurious and meaningful experience.
As Memorias del Rey grows, its future lies in expanding its reach to a broader global audience while maintaining its strong narrative of monarchial grandeur and personal triumph. The brand will continue to evolve by deepening its storytelling and exploring new ways to connect with consumers, ensuring that each bottle remains a symbol of personal greatness and perseverance across generations.
