PROA Comunicación has developed the online shop for the Marqués del Atrio Group, the Rivero family's Rioja winery group. Thanks to this development, completed in less than a week, the group's corporate website allows its wines to be sold directly to all consumers. Thus, the wines of Bodegas Marqués del Atrio and Bodegas Faustino Rivero Ulecia, which include up to five different wine regions, can be purchased all over the world by accessing www.grupomarquesdelatrio.com/tienda.
Chema Belsué and Álvaro Ramos, in charge of the digital communication and web development team at PROA Comunicación, have developed the technical and visual part of the shop, allowing users of the ecommerce configure the wine cases, allowing you to combine types, brands, regions, maturity, etc. "With the development, we wanted to differentiate ourselves by offering users the possibility of customising orders as much as possible according to their preferences", says Chema Belsué, web developer at PROA Comunicación.
In addition to the possibility of personalising orders, the landing The shop offers a number of recommendations to make it easier for users to packs iconic brands of the group. "Although users value personalisation, there is also a segment that has digitalised its consumption habits as a result of this situation", says Álvaro Ramos, consultant at PROA Comunicación, who adds that "for this profile it was also important to maintain the possibility of traditional ecommerce wine sales that offer pre-prepared packs and recommendations from the winery group".
In addition to the multi-award-winning Marqués del Atrio Crianza and Faustino Rivero Ulecia Crianza, which represent two of the most iconic references of their respective wineries, wines such as Marqués del Atrio Edición Limitada 2016, a wine aged and kept in the cellar of which less than 30,000 bottles were bottled, or Finca el Rubio, composed of 9,999 bottles of tradition, feeling and, above all, roots, stand out.
Among the more than 40 wines that the group has made available to consumers in its new online shop, the popular Faustino Rivero Ulecia single-varietal wines also stand out, which renewed their image in 2019 with new burgundy style bottles. Precisely, a burgundy style that at the beginning of 2020 homogenised the entire Faustino Rivero Ulecia DOCa Rioja range in homage to the brand's 50th anniversary.
Following the new branding strategy -developed by PROA Comunicación- that the winery group underwent in 2019, the new corporate website needed a specific space to sell the wines. "We have always been strong supporters of online sales", says Jorge Rivero, fifth generation of the Marqués del Atrio Group, who added that "home consumption is becoming very important at this stage, and we wanted to provide consumers with a new alternative".
Chema Belsué and Álvaro Ramos
Consultants of the Digital Communication and Web Development team of PROA Comunicación