Bodegas Montecillo announces Parallel 36 as benchmark agency


Bodegas Montecillo, the third oldest winery in La Rioja, is preparing for an American campaign including Hybrid events and strategic partnerships

New York, NY June 30, 2021 – Bodegas Montecillo, the third largest winery in La Rioja, today announced that Parallel 36 is its go-to agency to oversee and collaborate on media relations, event production, retail promotions and digital marketing and influence for their 150th anniversary celebrations. All events aim to educate media, commerce and consumers about family the heritage and authenticity of the wines of Bodegas Montecillo.

Founded in 1870, Bodegas Montecillo is the first and oldest winery in the city of Fuenmayor and one of the pioneer wineries of DOC Rioja. The winery has retained the wine traditions, maintaining a classic style that truly expresses the identity of the region and perpetuates the vision of the founder, Celestino Navajas. This year, Bodegas Montecillo celebrates 150 years of tradition, excellence and quality. Starting with a virtual media-only tasting in September, participants will explore the vineyards with winemaker Mercedes Garcia, followed by a tasting of a selection of wines including current versions and classic vintages, which showcase quality and the elegance of Bodegas Montecillo.

“We are very happy to celebrate 150 years of authenticity and consistent quality. Thanks to our careful selection of the best grapes, we are proud to produce expressive wines that stand out for their elegance, complexity and balance, ”says the managing director of winemaker Mercedes Garcia Ruperez. “As we continue to monitor the reopening of US states, we are delighted to celebrate Bodegas Montecillo not only virtually, but also in person.

Throughout the fall, Bodegas Montecillo will continue the festivities with in-person events in participate in the 28th annual Grand Match, organized by the Commercial Commission of Spain, in where the latest vintages of Spanish wines are presented to wine professionals and consumers. Around the Grand Match, Bodegas Montecillo will also be featured through one-on-one media meetings and business dinners.

Bodegas Montecillo will partner with restaurants in New York and Miami to celebrate “Bodegas Montecillo & Tempranillo Discovery Week” by pairing a selection of wines with regionally inspired tapas. Participating retailers will receive the region’s traditional Cinco Jotas Jamón Ibérico in addition to POS educational material to spark consumer interest in the promotions. All partners will be featured on a Bodegas Montecillo Discovery Week website and promoted through social media ads and influencer partnerships.

Looking ahead to 2022, Bodegas Montecillo will organize an exclusive press trip, their first article pandemic, where guests will explore the region, Bodegas Wines of Montecillo and gastronomy of Spain.

For more information on Bodegas Montecillo and this year’s festivities, please contact [email protected] or [email protected].

About Bodegas Montecillo

Bodegas Montecillo was born in Fuenmayor, one of the cities with the longest history and tradition in Rioja Alta. Bodegas Montecillo produces quality wines with a unique personality, thanks to their location at the cutting edge of technology and the selection of the best raw materials to offer wines for aging. Today, it symbolizes the philosophy of the estate: a vocation and a character, coming from the origin and the foundation of what we find in the vines. Bodegas Montecillo manages to be consistent and deliver consistent quality year after year, thanks to rigor selection of grapes, in-depth experience of aging in barrels and bottles resulting in wines that stand out for their elegance, complexity and balance.

About Parallèle 36

Parallel 36 focuses on marketing and communications providing strategic advice and execution to brands in the alcoholic beverage category. A business results oriented agency, Parallel 36 integrates expertise in business development, business marketing and consumer activation with digital marketing, content creation and media relations. Leveraging relationships in the US alcoholic beverage industry, Parallel 36 accelerates customer success.


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