Brand Positioning Case Study

Tapeña

Grab a Fork! A Spanish Wine’s Recipe for Success.

Marketplace Results

The results were astonishing. Tapeña was launched in 2008, and more than 50,000 cases were shipped in the first 16 months, with placements in more than 25 key retail chains. Within a year, more than a quarter of a million people had visited the company’s website, and by 2010 Tapeña ranked in the top ten per-volume Spanish Table Wines. Today, Spanish wines remain one of the hottest sectors of the market, and Tapeña is not only one of the fastest growing Spanish brands in the U.S., it is also enjoying growing popularity internationally. In terms of creating marketplace buzz, more than a quarter of a million people have visited the company’s website. In 2010 and 2011 the sales trend continued with Tapeña ranking in the top ten per volume Spanish Table Wines and an increase of on-premise placements by 200 new accounts.

“Coming into a crowded category, we needed to make a strong statement quickly. That’s why
we chose CF Napa. We’ve worked with them in the past and always found their designs to be contemporary and fresh without sacrificing a quality impression. Their work on Tapeña was especially impressive. The packaging has layers of complexity and the core quality cues that
resonate with our target consumers. They also created POS, advertising and website materials
that were strategic, consistent, realistic and within budget.”

David Brown
VP of Marketing & Advertising
Freixenet USA