Beringer Vineyards: The Wine of Choice among Hispanics

With the exception of holiday promotions or the translations of general campaigns, the sector of Hispanic consumers has long been ignored by the wine industry. As a result, Beringer, one of the most prominent vineyard brands in the United States, is implementing a novel marketing strategy to expand its brand appeal.  By contracting Baru Advertising in Los Angeles to launch an innovative multi-platform advertisement campaign aimed at Hispanics, Beringer has become the first wine brand to actively target this market segment.

Simply titled “Invita El Sabor”, which translates to “Welcome the Flavor”, the campaign incorporates elements of Hispanic culture into advertisements. These advertisements are then broadcasted on Spanish-language TV, displayed in stores, and included in sales promotions. Promotional programming showing how wines can be paired with different Hispanic dishes is set to air on Univision, a popular Spanish-speaking network. Similarly, Telemundo will intermittently air segments showing how restaurant chefs incorporate Beringer wines into their recipes. To complement the television programming, retail locations will distribute promotional materials and host a “wine wheel” with suggestions for wine pairings.

This strategic move is a wise investment given recent statistics showing that wine consumption within the Hispanic community has grown approximately 35% in the past 3 years; nearly three times the rate of the general market. Future plans include launching a Spanish-language web page within Beringer.com and the addition of Spanish language wine tastings to their Vineyards. Through this creative mix of marketing media, Beringer will continue to further develop this pilot campaign in efforts to become the Wine of Choice in Hispanic homes.

By Karina Lairet