Engaging consumers with the USP of a Fairtrade wine has always been a challenge in many sectors, not least the wine category.
Founded in 1945, La Riojana is one of the world's largest Fairtrade producers - made up of a unique co-operative of 500 Family growers they are the third largest producer in Argentina by volume.
At Gigantic we work in partnership with our clients to build their businesses by working together to identify and create winning solutions in different markets wherever there is an opportunity.
The Challenge: The National Co-op Grocers (NCG) is a co-operative business that represents 151 Co-Operatives with over 200 stores in 38 states and an annual turnover of nearly $2 Billion.
Working with La Riojana we decided to create a Co-Operative brand for a Co-Operative business that clearly communicated the Fairtrade credentials and the La Riojana story that could gain traction in stores in the USA.
The Solution: We chose to tell the story of the 500 family growers who work together, taking the grapes from the vines of family farms to the glasses of family tables.
Family and Fairtrade are a big part of the La Riojana story but they also have a history and heritage of winemaking that goes back to 1945 - so we took inspiration from vintage co-operative posters to tell this compelling story and achieve some serious shelf standout amongst the competition.
The Success: Riojana landed in store's last August - within 2 months it had exceeded the entire years' expected volume and growing by November this year to become the top-selling wine in the NGC. The range has now been expanded from a Malbec to include: Cabernet Bonarda, Torrontes, Chardonnay, Rose, Reserva level Malbec & Pinot Noir and an Olive Oil.
And just for a bit of fun, here's Bill Clinton buying a couple of bottles for a pal.