Bodegas Montecillo, the leading Spanish sherry producer, has announced Parallel 36 as its new wine and spirits advertising agency. The five-year-old agency will work on major brand projects for Montecillo, including the parallel launch of its new brand La Voluntad de Unir, a white sherry with botanicals of chamomile, bitter orange and lavender, and the launch of a new version of its flagship brand Montecillo that will incorporate new aromas and flavors.

Bodegas Montecillo has announced that it has appointed Parallel 36 as its agency of record. Parallel 36 is the only independent wine agency in Spain, and was founded by Arnaldo Cortés in 2006 to represent a group of independent producers known as Aventuramart.


Bodegas Montecillo, Rioja’s third oldest winery, is preparing a campaign in the United States that will include hybrid events and strategic partnerships.

New York, NY 30. Jun 2021 – Bodegas Montecillo, the third largest winery in Rioja, announced today that Parallel 36 will become its agency for media relations, event management, retail promotions, digital marketing and influencer marketing to celebrate its 150th anniversary. All events are designed to bring the family heritage and authenticity of Bodegas Montecillo’s wines to the attention of the media, retailers and consumers.

Bodegas Montecillo, founded in 1870, is the first and oldest winery in Fuenmayor and one of the first wineries in the D.O.C. Rioja. The winery has maintained its winemaking tradition and cultivated a classic style that truly expresses the identity of the region and continues the vision of its founder, Celestino Navajas. This year Bodegas Montecillo celebrates 150 years of tradition, excellence and quality. Starting in September with a virtual tasting for the media, participants will visit the vineyards with winemaker Mercedes Garcia and then taste a selection of wines, including recent releases and classic vintages that highlight the quality and elegance of Bodegas Montecillo.

We are delighted to celebrate 150 years of authenticity and consistent quality. Through a rigorous selection of the best grapes, we pride ourselves on producing wines that are expressive, elegant, complex and balanced, says Garcia Rupérez, Mercedes’ head winemaker. As we continue to follow the reopening in the United States, we look forward to celebrating Bodegas Montecillo again, not only virtually, but in person.

Throughout the fall, Bodegas Montecillo will continue to celebrate by participating in the 28th annual Great Match exhibition, organized by the Spanish Trade Commission, showcasing the latest vintages of Spanish wines to wine professionals and consumers. Bodegas Montecillo will be presented during the Big Game in individual meetings with the media and professionals.

Bodegas Montecillo is partnering with restaurants in New York and Miami to celebrate Bodegas Montecillo & Tempranillo Discovery Week, pairing a selection of wines with regionally inspired tapas. Participating retailers will receive the traditional Cinco Jotas Jamón Ibérico of the region, as well as educational material at the points of sale to stimulate consumer interest in the promotion. All partners are listed on the Bodegas Montecillo Discovery Week website and are promoted through social media ads and partnerships with influencers.

In the run-up to 2022, Bodegas Montecillo is organising an exclusive press trip, the first since the pandemic, where guests can learn about the region, Bodegas Montecillo’s wines and Spanish gastronomy.

For more information about Bodegas Montecillo and this year’s festivities, please contact [email protected] or [email protected].

about Bodegas Montecillo

Bodegas Montecillo was born in Fuenmayor, one of the towns with the longest history and tradition in the Rioja Alta. Bodegas Montecillo produces quality wines with a unique personality, thanks to its modern location and selection of the best raw materials for the production of mature wines. Today it symbolizes the philosophy of winemaking: A vocation and a character that comes from the origin and foundation of what is on the vines. Bodegas Montecillo manages to be consistent and offer consistent quality year after year, thanks to a careful selection of grapes, a thorough experience in barrel aging and bottling, resulting in wines of great elegance, complexity and balance.

About the parallel 36

Parallel 36 specializes in marketing and communications, offering strategic consulting and implementation services for brands in the alcoholic beverage category. The result-oriented Parallel 36 agency combines expertise in business development, trade marketing and consumer activation with digital marketing, content creation and media relations. Leveraging its relationships within the US alcohol industry, Parallel 36 accelerates its clients’ success.


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