Make wine uncomplicated, please

"We have uncomplicated wine"

We love this poster we discovered in a wine bar in São Paulo. It transmits an attractive "and necessary!" philosophy, which has not yet entered as much as it should in many market segments, especially in Spain. "Wine without complications". Sometimes the consumption of wine in our country seems to be at the opposite side: full of barriers and stereotypes, loaded with ceremonies and pompous rituals, with arcane words and enigmatic codes. On many occasions such an apparent complexity has turned the simple and popular 'having a wine' into something unusual. It is a pity.

That's why we have to go back to simplicity. To the idea of wine as a daily and close, relational and typical drink of a Mediterranean country. A drink that a few decades ago was a natural part of our diet, always in  healthy quantity.

Image of an "uncomplicated" wine tasting at Casa Europa restaurant, in São Paulo (Brazil)

What a paradox when we get the message from a colourful message hanging in a Brazilian place! We have a lot to re-learn, and the new wine markets show us the way. The new forms of consumption in countries such as Australia, Brazil, Ecuador, Mexico and, of course, the United States, put us in front of a more relaxed and free side of wine. We only have to see how wine is treated in many American series, where it  appears frequently and in a completely normal way. We've all seen a character arriving at home and having a glass of red wine, for example.

Okay, let's be "descomplicados", but... with which wines?

This is the big question. As consumers, we have at our disposal such an amount of supply "types, styles, origins, brands" that it is difficult to decide. And if something is difficult, it can also be distant: why waste time choosing if I have a soft drink or a beer at my fingertips?

It is our responsibility as a sector to be clearer and to make a simpler and easier communication. And we have to make our own wine portfolios more consumer-driven, which means thinking on consumption moments and styles.

Thinking in ll this, we at Muriel Wines have developed a brand that emphasizes simplicity and a direct message: Real Compañía de Vinos. It is our fastest brand to understand. The origin or the territorial messages do not matter as much as lifestyle, as it focuses on the search of pleasure that is part of Spanish culture. Real Compañía are fresh wines made with Spanish grape varieties. There is no more, there is no less. A winner idea that goes together with our food, tapas and open way of life ....

"