stories, I’ll tell
you the stories…
with Mora-Figueroa Domecq
YEAR
2017 – 2018
BRAND
Palique
CLIENT
Mora-Figueroa Domecq
CAPABILITIES
Consultancy and creativity
B.POINT
The need for the Mora Figueroa Domecq Company to redefine its mission, vision and values in order to develop a differential value proposition to the market and outline its strategic plan. To this end, we carried out an external analysis of the main Companies in the wine and spirits sector and detected the need for the Company to develop a line of innovation with new products that would capture the magic, soul and essence of Jerez and Andalusia. For Mora-Figueroa Domecq, creating becomes an art. R&D department that will pick up gaps and opportunities in the market as well as innovation in the development of new products.
B.REAL
We identified a clear opportunity in the market with the development and growth of the vermouth category. Growing market (almost 2 million cases 8.4L) with a leader (MARTINI) concentrating more than half of the sales, a category that was becoming fashionable among the young public (25-35) and with hardly any presence of strong brands.
We developed an innovation project with 3 local references covering 3 geographical areas of high vermouth consumption. Palique is born, a Vermouth that lives and enjoys the present moment, recovering the liveliness of good conversations, moments at the bar and chitchat for the sake of chitchat, a vermouth that invites you to go down to the street and feel the atmosphere, to forget about time and enjoy others as always.
For this reason, Mora-Figueroa Domecq is launching three emblematic varieties of vermouth in honour of the three places that have made this drink a hallmark of its own. The Palique de Reus, the Palique de Jerez and the Palique de los Madriles. Three vermouths that represent, each in their own way, the most authentic essence of their people.
B.SATISFY
Product development, value proposition, storytelling, packaging, brand concept and positioning of Vermut El Palique.
Development of the Marketing and strategic Trade Marketing Plan
Launch on the market of the only Vermouth with 3 different references, made with exceptional wines macerated in citrus and botanicals in different combinations, achieving aromas and flavours reminiscent of their origin Reus, Jerez and Madrid, its streets, its squares and its conversations
"Binocular has been working with us for 5 years, offering strategic and marketing consultancy services for the creation of 4 beverage brands, their launch in the Spanish market and their international expansion.
Binocular accompanied and advised us from a strategic point of view, from the conceptualisation to the landing of the projects, a 360º service"
General Manager at Mora-Figueroa Domecq
stories, I’ll tell
you the stories…
chatty vermouth with
Mora-Figueroa Domecq
YEAR
2017 – 2018
CLIENT
Mora-Figueroa Domecq
BRAND
Palique
CAPABILITIES
Consultancy and creativity
B. POINT
The need for the Mora Figueroa Domecq Company to redefine its mission, vision and values in order to develop a differential value proposition to the market and outline its strategic plan. To this end, we carried out an external analysis of the main Companies in the wine and spirits sector and detected the need for the Company to develop a line of innovation with new products that would capture the magic, soul and essence of Jerez and Andalusia. For Mora-Figueroa Domecq, creating becomes an art. R&D department that will pick up gaps and opportunities in the market as well as innovation in the development of new products.
B. REAL
We identified a clear opportunity in the market with the development and growth of the vermouth category. Growing market (almost 2 million cases 8.4L) with a leader (MARTINI) concentrating more than half of the sales, a category that was becoming fashionable among the young public (25-35) and with hardly any presence of strong brands.
We developed an innovation project with 3 local references covering 3 geographical areas of high vermouth consumption. Palique is born, a Vermouth that lives and enjoys the present moment, recovering the liveliness of good conversations, moments at the bar and chitchat for the sake of chitchat, a vermouth that invites you to go down to the street and feel the atmosphere, to forget about time and enjoy others as always.
For this reason, Mora-Figueroa Domecq is launching three emblematic varieties of vermouth in honour of the three places that have made this drink a hallmark of its own. The Palique de Reus, the Palique de Jerez and the Palique de los Madriles. Three vermouths that represent, each in their own way, the most authentic essence of their people.
B. SATISFY
Product development, value proposition, storytelling, packaging, brand concept and positioning of Vermut El Palique.
Development of the Marketing and strategic Trade Marketing Plan
Launch on the market of the only Vermouth with 3 different references, made with exceptional wines macerated in citrus and botanicals in different combinations, achieving aromas and flavours reminiscent of their origin Reus, Jerez and Madrid, its streets, its squares and its conversations
General Manager at Mora-Figueroa Domecq