Internationally renowned two-Michelin starred Spanish chef Sergi Arola has been officially unveiled as the face of award-winning wine brand Berberana.
The high profile strategic partnership will see Ferrán Adrià trained Arola teaming with one of Spain's leading wine producers in a brand ambassador role, resulting in a dynamic campaign that will reinforce the tradition, heritage and quality positioning of what is the number two Spanish brand in the UK off-trade.
The partnership, which will include recipe demonstrations, brand endorsements, exclusive dinner events and a strong on-line presence, is designed to raise the profile of the brand with the trade and consumer alike, and bring a tangible ‘human’ element to Berberana. The partnership with one of Spain’s avant-garde culinary elite will enable Berberana to engage with its target consumers, fostering brand trial, adoption and loyalty whilst also communicating the quality credentials of the brand.
Arola presides over ‘Arola’ in Barcelona’s Hotel Arts. To date he has garnered two coveted Michelin stars.
Not content with his burgeoning gastronomic empire, Arola also oversees two Durius All Natural food projects in the Duero region of Spain. Based on Arola's passion for organic products the project includes Hacienda San Nicolas, an organic Jamón ibérico and cheese estate and Burgo de Padua, an olive oil and balsamic vinegar estate in the village of Ledesma.
Established in 1877, Berberana has been awarded over 90 medals and competition awards in the last five years and continues to enjoy a reputation as a value for money producer of wines that over deliver on quality across a range of competitive price points.
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Berberana cooks up partnership with Michelin-starred chef features Rioja and Vino de la Tierra de Castilla wines, has experienced a 39.1 per cent increase in volume and a 46.4 per cent growth in value year-on-year1.
The appointment of Arola as the face of Berberana coincides with the launch of a new Berberana website (www.berberana.com) which will act as a central consumer hub for all global activity and brand messaging.
1. Source: AC Nielsen MAT 18.04.09
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