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Cariñena, Spain
Great Grapes


The Assignment

Create memorable buzz around a wine region that was far from top of mind for a hard-to-please selection of wine merchant/entrepreneurs and recreational enthusiasts. The method: some seriously enjoyable wine-sampling “research” coupled with an equally serious look at the source beneath and beyond the bottle. Only then could we recreate the unmistakably romantic feeling of experiencing an entire wine-growing region and way of life for the first time.

The Copy


I found something.


You can taste its temperament in the passionate roots of old vines. You can feel its strength and character from the crosswinds. Its aromatics and flavors bursting to reveal their secrets. I’ve found garnacha, the next great grape. In Cariñena, Spain.