Sergi Arola unveiled as new face of Berberana

Published: 30 June, 2009

Two-Michelin starred Spanish chef Sergi Arola has been offically unveiled as the new face of wine brand Berberana.

Arola presides over La Broche, a minimalist restaurant in the Spanish capital of Madrid featuring 'post-modern cuisine', as well as Arola in Barcelona's Hotel Arts.

The high profile strategic partnership will see Ferrán Adrià trained Arola teaming with one of Spain's leading wine producers in a brand ambassador role, resulting in a campaign that aims to reinforce the tradition, heritage and quality positioning of what is the number two Spanish brand in the UK off-trade.

The partnership will include recipe demonstrations, brand endorsements, exclusive dinner events and a strong on-line presence, is designed to raise the profile of the brand with the trade and consumer alike, and bring a tangible 'human' element to Berberana. The partnership with one of Spain's avant-garde culinary elite will enable Berberana to engage with its target consumers, fostering brand trial, adoption and loyalty whilst also communicating the quality credentials of the brand.

Established in 1877, Berberana has been awarded over 90 medals and competition awards in the last five years.

The brand, which features Rioja and Vino de la Tierra de Castilla wines, has experienced a 39.1 per cent increase in volume and a 46.4 per cent growth in value year-on-year.

The appointment of Arola as the face of Berberana coincides with the launch of a new Berberana website (www.berberana.com) which will act as a central consumer hub for all global activity and brand messaging.

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