Ramón Bilbao launches global ‘Made for the Senses’ campaign
Ramón Bilbao has introduced a new global campaign encouraging consumers to slow down and rediscover everyday moments through wine. Titled “Made for the Senses”, the campaign will launch across television and digital platforms in several key markets.
Ramón Bilbao has unveiled a new global campaign titled “Made for the Senses”, positioning wine as a way for consumers to pause and reconnect with everyday experiences.
The campaign marks a shift in the brand’s positioning, with the Rioja and Rueda producer encouraging drinkers to experience moments more mindfully through wine.
Launched on 4 March in Madrid, the initiative introduces a contemporary manifesto that aims to “rediscover life’s journey through the senses” and highlight the role wine can play in creating more meaningful moments.
A philosophy of slowing down
According to the winery, the campaign responds to what it describes as a world defined by haste, hyper-connectivity and productivity.
“Made to Be Felt” frames wine as a contemporary ritual and encourages consumers to pause, share and engage their senses.
“We want to invite people to slow down and feel more. To reconnect with their senses and with those by their side. Ramón Bilbao has always been synonymous with quality and trust; now we also want to be a brand that accompanies people and transforms everyday moments into experiences that are truly felt”, explains Carmen Giné, Global Marketing Wines from Zamora Company.
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Founded in Haro in 1924, Ramón Bilbao has spent more than a century exploring vineyards and landscapes across Rioja and Rueda. The new campaign builds on this legacy, shifting the concept of “journey” from geographical exploration towards personal experience and emotional connection.
“With ‘Made to Be Felt’, we evolve from a perception centred on the quality and trust of a century-old winery toward a more emotional, contemporary and aspirational brand, capable of building a deeper connection with people”, adds Arantxa Sánchez, Senior Global Brand Manager of Ramón Bilbao.
Rollout across key markets
Created by the agency &Rosàs and filmed entirely in Spain, the campaign will roll out progressively across key markets including Spain, the United Kingdom, Mexico and Colombia.
It will appear across television, out-of-home advertising and digital platforms.
The winery said the campaign reinterprets its historical focus on curiosity, exploration and the pursuit of fruit expression, presenting wine as a way to create authentic connections and memorable experiences.
Recognised as one of the most relevant wineries in Spain and among the most admired in the world for the sixth consecutive year in 2024, Ramón Bilbao continues to promote Spanish wine globally through initiatives such as the Spanish Wine Academy educational platform and the Spanish Wine Master competition.
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