Tio Pepe Television Commercial

When it comes to sherry wines, few brands can match the prestige and history of Tio Pepe (part of the revered Gonzalez Byass family). For over 180 years, it’s been producing some of the world's finest fino sherry wines, earning a reputation for quality, tradition, and innovation. Today, Tio Pepe is a global brand with a portfolio of award-winning sherry wines that are enjoyed by connoisseurs and casual drinkers alike. Tio Pepe has received numerous accolades over the years, including awards from the International Wine Challenge and the Decanter World Wine Awards. Their success is a testament to the brand's unwavering commitment to excellence and its rich history of innovation and tradition.

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The sherry brand approached us with a request to revamp their visual identity on social media in order to connect with a younger audience. They wanted to maintain their brand heritage and traditions while also appearing modern and fresh (please excuse the inevitable buzzwords).

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We quickly realised that Tio Pepe was facing a classic marketing dilemma. How do you appeal to a younger audience without alienating your existing customers? And how do you balance modernity with tradition?

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We started by gathering insights with in-depth market research, collecting data with surveys related to Tio Pepe’s on-trade and off-trade image from over 500 individuals. Simultaneously, we dug deep into the brand's history and traditions, identifying the elements that resonated most with their existing customers. We then developed a strategy that combined these elements with modern design trends to create a visual identity that was both fresh and authentic. We also created content that highlighted the brand's unique qualities and helped connect with a younger audience.

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The result was a visual identity that felt true to Tio Pepe's heritage while also appealing to a younger demographic.

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