Campaign details

Brand: Fran by Nieto Senetiner
Brand owner: Molinos Rio de la Plata
Agency: Grey
Country: Argentina

Market background

The Argentine wine category has witnessed many changes in the last 10 years. Most importantly, people gradually stopped consuming wine in demijohns, leading to a sharp decline in per-capita wine consumption. People were drinking less, and more premium.

At Molinos, we divide the market into four segments defined by price. The growth of the category is led by the segment we call Premium Plus, with an average price around AR$160. Within this segment, the most successful brands are those that focus on young consumers through generating new spaces and offering modern products. Many new brands were emerging within this segment, making it increasingly more competitive.