Pedro Domecq House has 50 years innovating in the Mexican wine market, with a tradition that consolidated the grape harvest in the country, to ferment it in nationally renowned labels, but also with a vision that has allowed it to update itself and be the companion of the new generations, seeking to discover the product of the vine in barrels, with the help of an expert hand.
Mexico, according to data from Statista Consumer Market Outlookwill have a wine market with revenues of 1.69 billion dollars during 2022, a figure that has been on the rise since 2018, when this number only added 1.4 billion dollars.
Index hide“We are interested in generating value for consumers and clients, that is our main focus. We do everything with that vision, we have it in our DNA, the partners have been in the business for 200 years, we are a family company looking for long-term relationships”, Oscar Vargas, Marketing Director at Casa Pedro Domecq.
In the last five years, in which the growth of the Mexican wine market has fermented with excellent numbers, oscar vargasDirector of Marketing at Casa Pedro Domecq, has been responsible for the house’s grapes becoming successful labels.
“2021 was the best of the last 10 years, growing 37 percent in volume, when the industry grew 16 percent,” explains the marketer responsible for communicating the grape business that in the case of Pedro Domecq and thanks to Vargas’ success in marketing has matured in the barrel as a modern Mexican brand.
The potential of Pedro Domecq in the wine business has been based on the exploration of means to communicate with the consumer and, most importantly, to achieve visibility with the help of proximity in their purchase decisions and with a permanent invitation to wineries , with which it has been possible to have a unique presence in the perception of customers.
dazzling grapes
One of Casa Domecq’s statements in its communication strategy is that it dazzles with the wines it has in categories such as red, white, rosé, sherry, cava and vermouth.
The diversification of its bottles is part of its philosophy of being an empathetic Made in Mexico label, because thanks to its work it has allowed the arrival of believers in the potential of the Mexican land to the vineyards, in bearing fruits that export its image to the world, through bottles with Casa Pedro Domecq as responsible for this reputation, which owes to the permanence of decades in the market and the vision of being a wine, which is present for the new generations of consumers.
The exercise in communication has been essential to make the vine of this House a product with a link to the consumer, where language helps to establish Casa Pedro Domecq with the new generations of consumers, where not all are fans of the culture of this drink, there are also people who only look for an option to be able to accompany their food or spend a moment and it is under these opportunities, that one must think about how to speak to facilitate the transmission of concepts and there is no rejection and if a closeness in a natural way .
A wine ahead of its time
With 50 years in the Mexican wine business, Casa Pedro Domecq has been ahead of its time, spearheading consumer preference and the country’s wine industry, adding to the family of this great name González Byass and Grupo Emperador, who sealed not only the purchase of a brand with a great history, but also the vision of evolving the brand with investments such as the one seen in the Ojos Negros Valley, where over 20 hectares, the company planted a vineyard to ensure the supply of grapes in the premium wine category.
“It’s the beginning of a medium-term project, because the first three years you don’t get anything and that’s where Casa Pedro Domecq’s interest in betting on this product can be seen,” says Vargas.
And not only the commitment to the field is essential to drink one of the most current brands in the Mexican wine offer, but also the technology with which the company’s wine maker is equipped, equipping it with all the necessary instruments to generate liquids at a price that guarantees that, from the cheapest to the most expensive Casa Pedro Domecq product, they are of very good quality.
The strategist behind the House
Oscar Vargas is one of the many responsible at Casa Pedro Domecq, for making the best ‘terroirs’ available to the Mexican consumer, with wines that know how to communicate their qualities and this is thanks to the fact that he knows each one of them and the tradition of innovating that It is fermented in the company’s barrels.
To achieve this, Casa’s Marketing Director has started from understanding who consumers are, their needs in order to have that first information and take the step towards brand positioning, with all kinds of strategic resources, such as neuromarketing, to determine where meet consumers who love wine and love to understand all the characteristics surrounding wine, as well as seeing other consumers who just want to enjoy a good glass of wine, understanding that the brand you have chosen is of very high quality. good quality.
“Five years ago we had an idea of what we were in the market and after breaking stone and focusing our efforts directly, the results are given in the perception of Casa Pedro Domecq”
“The methodology we always use is to understand the affinity and penetration of our target, to make a correct balance at the time of investments in OOH, TV, magazines, PR, understand what media the audiences see and make a mix, we know that today is the boom that everything has to be digital, it’s important, but you have to find the balance depending on the brands and audiences”, he explains.
Communicate a unique variety
This formula, which has been patented from the Marketing Department, has allowed Casa Pedro Domecq to have active 360-degree communication, with which it sends the correct messages to consumers and takes great care of the moment of sale, to understand where to be , how to be and when to do it.
A channel that has been essential to communicate all the existing variables in wine and to do so successfully has been electronic commerce, because it has brought about radical changes in the way wines participate in this channel and to the extent that the balance between what is communicated and the benefits of each bottle, in that proportion clear positioning is achieved.
Casa Pedro Domecq’s communication has always been at the forefront, which is why for the first time a communication campaign has been launched on the market based on the understanding of the category and consumer needs, thus giving rise to “Tracing the Course”. In this campaign, the brand invited a well-known chef from Mexico, to convey to the consumer that Chateau Domecq is a well-known brand, which has been accompanying the consumer, evolving and adapting to their preferences.
a modern wine
“Trazando el Rumbo” is the track that Casa Pedro Domecq shares to tell us about the future for the brand and the potential it has within a group that started in the brandy business 70 years ago and that diversified into wines, settling in the noble Valle de Guadalupe, where XA, or Chateau Domecq, were born, iconic brands in the Mexican market that have been in sales floors for 50 years and now in electronic commerce, demonstrating that the evolution has been constant in the brand’s barrels.
“The methodology we always use is to understand the affinity and penetration of our target, to make a correct balance at the time of investments in OOH, TV, magazines, PR”.
“Evolving is the task we have given ourselves in the last five years, understanding the consumer, their needs and from there proposing brand positioning, changing packaging, improving in the case of wines, liquids, providing technology to the winery , all with the purpose of meeting the particular needs with brands with a lot of heritage, which today are in a different place from where they were,” concludes Vargas.
The communication work that gives validity to a brand has to do the same magic that the barrels do to the juice of life, an alchemy of the basic elements to a series of activations that help understand the market.
This has meant that in recent years, new production processes have even been explored and, together with the oenologist Alberto Verdeja, new paths have been taken, such as producing vase wine with 50-year-old vines, to bring to the market unique products of exceptional quality, with processes and raw materials that have been patented in the company for years.
The Made in Mexico label is of enormous responsibility for the brands that bear it and it is thanks to wines such as the varieties of Casa Pedro Domecq, whose reputation has been transferred to this emblem, that the recognition of the country both in the national consumption of wine as in the bottles that are exported, it has made the avant-garde a must in the taste of the new generations.