Fran: Before maturity, after immaturity

Argentine winery Nieto Senetiner launched a new wine brand to attract younger consumers and boost growth.

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 premiu

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