(2016)
Monte Xanic is Mexico's first boutique winery.
Looking to grow their market share and increase sales by appealing to millennial generation through SoMe.
Services:
Art Direction
Research
Content Creation
Communication Design
Rebranding
Monte Xanic
Customer personas
The Leaders
25 - 35 years old

Trendy Couples
25 - 35 years old

Two target audiences were the main focus of the research and campaign: Leading figures of opinion (artists, influencers, etc.,) and young trendy couples.
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Thorough research was conducted on wine consumption among millennial generations. We found out why the average consumption was less than a liter per year.
Goals
The most relevant research insight was that drinking wine was associated with having to be a knowledgeable user.​
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Potential users turned away from wine because they felt they didn't understand it. We set on a mission to create educational content for SoMe.
Diagrams and illustrations to educate younger populations on the processes of wine-making and tasting.
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Increase the brand's visibility whilst offering value to possible users.
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Increase engagement in communication channels.
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Invite opinion leaders to engage with the brand.
Click on the gallery images to become a wine connoisseur.
SoMe marketing
A participatory marketing campaign was released in SoMe
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We invited artists to intervene Monte Xanic's bottles
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Educational content was produced and published twice a week to increase the users' confidence.
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Click on the images to explore the strategies.
Sommelier app
On top of that, a sommelier app gives tasting suggestions to clients based on their personalities and not on traditional wine pairings (whites with whites, red with reds, etc.,)
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