Spanish wine is one of the world’s most popular alcoholic beverages. But in the US, it represents less than 2% of the market. Plus, our audience (Millenials) typically don’t drink red wine, associating it with formal, stuffy occasions – they prefer spontaneous, casual, food-based get-togethers.

Spanish wine is one of the world’s most popular alcoholic beverages. But in the US, it represents less than 2% of the market. Plus, our audience (Millenials) typically don’t drink red wine, associating it with formal, stuffy occasions – they prefer spontaneous, casual, food-based get-togethers.

Our challenge was to change the perception of red wine and position the Campo Viejo Red Blend as the go-to wine for informal gatherings. We created Live Uncorked – an online mobile experience that inspires our audience to mash-up their usual routine and explore unexpected pairings of wine with food, music and events. 

We created Live Uncorked – an online mobile experience via an internet browser that inspires our audience to mash-up their usual routine and explore unexpected pairings of wine with food, music and events.  By scanning a QR code on the bottle, users enter the beautifully animated world of Campo Viejo. They are then invited to take a personality quiz, where the Red Blend bottle is used as the creative vehicle. As the user answers a series of quick questions, their choices ‘fill the bottle’ – and the end result is a personalised wine experience that combines food, music and fun activity ideas to do with friends – to celebrate mid-week Hump Day, for example – all perfectly paired with a glass of Red Blend.