Raúl Gil
Director of International Trade and Marketing
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“We want each user, from their first interaction with the website, to feel like they are starting a journey with us.”
The digital renovation of Bodegas Marqués de Cáceres marks a before and after in its connection with consumers. Raúl Gil, its director of International Trade and Marketing, describes this project as “a journey towards modernity, which maintains the balance with our tradition and puts the focus on consumers and on enjoying different moments in their own way.” This ambitious project not only reinvents the winery’s digital image, but also opens new doors to bring its history, wines and experiences to a wider audience.
The design of the new website combines freshness and elegance with a clear objective: to make each click transport the user to the universe of Marqués de Cáceres. One of the most important additions is the integration of wine tourism directly into the website. “We wanted our visitors to be able to plan and book experiences at our winery directly from the website, centralizing all our offering in one place,” explains Gil. This approach makes technology an ally for wine tourism, improving usability and making navigation clearer, more accessible and more attractive. “In addition, following the new brand architecture, we have reorganized our wines into: Genuine, Special, Gourmet and Signature,” says the director of International Trade and Marketing. With the customer at the center of the action, users can discover the magic of the winery, from its landscapes to the spirit of its wines, through “a living tool that will continue to evolve.”
Every corner of the website has been carefully created to captivate. From intuitive navigation to a renewed structure that guides the user through the wines organized according to moments and consumption styles. “We have created a space that not only reflects who we are, but evolves with us. Working hand in hand with JIG, we have sought to ensure that this website not only facilitates interaction with our brand, but also reinforces the emotional connection with our consumers,” explains Gil.
The commitment to this transformation responds to a strategic vision that seeks to be on par with a changing digital environment. For Marqués de Cáceres, “the biggest challenge has been to digitally adapt the new brand image and convey a more modern, clean and orderly aesthetic, aligned with the new times and the expectations of our consumers.” “This process involved completely redesigning the structure and content of the website, seeking a balance between functionality and visual design,” Gil confesses.
Every detail is thought out to convey the soul of the winery. The objective is not only to attract, but to connect deeply with those who discover the brand. From exploring the wines to buying a bottle with a single click, the digital experience is designed so that everything flows naturally. “Our main objective is to offer a digital experience that reflects the quality and authenticity that characterizes Bodegas Marqués de Cáceres,” says Gil. “These digital improvements help us adapt to the expectations of an increasingly demanding consumer, reinforcing our identity and ensuring that each visit to the website is the beginning of a lasting connection with our brand,” he continues.
This page is not only a window into the universe of Marqués de Cáceres; it is a meeting point between tradition and innovation, a space where technology enhances the legacy of the winery. “This project is part of a strategic and transversal change that includes our new visual identity, brand architecture, communication style, label restyling and, now, the update of the website,” highlights the director of International Trade and Marketing.
With this, Marqués de Cáceres not only modernizes its image, but also reinforces its position as an iconic brand that evolves with the times without losing its essence. “The website becomes a point of attraction for new consumers, complementing the work we have been doing for years through the different wine tourism experiences in our wineries in Cenicero,” he concludes. A journey that begins on the screen and promises to turn each interaction into an unforgettable experience.
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