The Somontano alphabet
The wine production area of the Somontano Designation of Origin is made up of three different zones: the ranges, the Somontano itself, and the plains. Its total area covers over 200,000 hectares, of which 100,000 are cultivated, and over 4,400 hectares of these with vineyards.
In the 20th century, specifically in the 1960’s, the birth of the Somontano county cooperative of Sobrarbe, which brought together a large part of the grape producers in the region, paid testimony to the area’s commitment to quality grape production as an economic impetus in the area and represented the first steps towards the Somontano designation of origin, which would be approved in 1984. From that time, and especially since the 1990’s, the establishment of large business projects with sizable investments in the Somontano has placed Somontano wines among the best in the country.
Today, Somontano is seeing a historical time marked by the arrival of new wineries, the investment of capital, growth of production and sales, and recognition for the quality of its wines in some of the most prestigious specialized guidebooks and by the consumers themselves.
Its success is a consequence of all of this and of a joint effort by the grape producers, wineries and the regulatory council to offer wine lovers a unique, distinct product in which the land is more than an essential component, but also a first-rate tourist destination in itself.
The Somontano Designation of Origin has 15 grape varieties, both local and foreign, cultivated on over 4,000 hectares. These are the raw material from which excellent wines are made: Cabernet-sauvignon, Tempranillo, Red Grenache, Moristel, Merlot, Syrah, Parraleta, Chardonnay, Macabeo, Alcañón, Riesling, Pinot Noir, Gewürztraminer, White Grenache, and Sauvignon Blanc.
Every first weekend of August, the Consejo Regulador de la D.O. Somontano, organizes “El Festival Vino Somontano”, a Festival that offers the opportunity to enjoy a diverse cultural and gastronomic program, accompanied with Somontano wines.
The Festival takes part the first August weekend, from Thursday to Sunday: people can taste more than 100 different “tapas” made with local products and a large Somontano wines list; to visit some wineries and to enjoy music activities and other cultural events.
This year 2020, however, the COVID-19 has prevented the celebration of the Festival and, consequently, its communication campaign.
For this reason, and with the double goal of:
-on the one hand, to seek the highest notoriety of the DOP in the networks, among our target audience, segmented by geographical areas, age groups, wine interests…
-on the other hand, to communicate the goodness and benefits, not only of the wine, but also of the territory of the Somontano: history, art, gastronomy, sports, fauna and flora, culture, mountains…
We have carried out a campaign on Instagram and Facebook, with 27 posts, the Somontano Alphabet campaign which, starting with the A, of “Alma”, following with the B of “Botella”, the C of “Carácter”, and until the Z of “Zarcillo”, every two days during 2 months, that explained to our public, with sponsored posts, relevant aspects of the Somontano.
We have Maintained a unique graphic code throughout the campaign, always with the presence of the logo of the DOP Somontano, using images and photographic treatments of great beauty…
And it seems that the results have followed, as we have had a + 255% increase in Post Reach, a + 17% increase in Post engagement and a + 52% increase in New Page likes.
You can visit the posts on Instagram at https://www.instagram.com/do_somontano/