WE ARE AN AGENCY SPECIALIZED IN CONCEPTUALIZATION AND STRATEGY FOR SPIRITS, WINE AND APERITIF BRANDS. DEVELOPMENT OF A BRAND FROM SCRATCH, DEVELOPMENT OF A CAMPAIGN FOR A NEW PRODUCT OR A LONG-TERM GROWTH AND POSITIONING PLAN. WE OFFER AN INTEGRAL BOUTIQUE PLAN WITH COMMUNICATION, IMAGE, EXPERIENTIAL AND SOCIAL NETWORKS. ASK AND IT WILL BE GRANTED.

OUR TEAM

ROBERTO CASTÁN

Is one of the most important event producers in Spain. He was part of the creative team of Seagram's NY Hotel between 2016 and 2020 and headed its production. The event brought to 7 Spanish cities 7 restaurants and 10 top NYC cocktail bars. Overall, the experience was attended by 200,000 spectators, generated 355 million views.

On a more boutique scale, he is also the co-creator of Vermutería Pop-Up, an experience around vermouth that revolutionised the category in 2014. He has also developed other important experiential projects such as Tanqueray Stage or Jameson Apartment and has produced events for clients such as Audi, Volkswagen, Chivas, JB, Adidas...

FRANÇOIS MONTI

Is a world-renowned cocktail and spirits experts. Over the last decade, he has extensively scoured the globe, visiting the best bars and restaurants and developing in the process a strong network within the drinks industry. Each year he tastes over a hundred new products across all categories, with a specific focus on aperitivos. He has delivered education

programs to hundreds of bartenders and consumers. Drinks International named him on their Global Bar 100 list as one of the industry’s most influential players.

IRENE NADAL

With more than 10 years of experience in the field of communication working in television, written media and specialized agencies, she is currently in charge of the production and coordination of projects, events and strategies in Amarguería, where she also manages the communication of recognized brands and cocktail bars. In addition, she works as a journalist in different national media covering topics of culture, gastronomy and lifestyle, which allows her to provide a broad and versatile perspective of the sector.

NAZARET RODRÍGUEZ

Journalist and audiovisual communicator specialized/ trained in protocol, event organization and experiential marketing.

She transfers the stories and essence of the bars in our portfolio to the national and international press, both specialized in the bar and hospitality industry and lifestyle media.

In addition, Amarguería has not only found a space to realize creative content designed for various formats and platforms (online and offline) but has also been able to participate in the production of large experiential projects for spirits references such as Monkey 47.

CLIENTS

The EDITION

For The Madrid Edition and The Barcelona Edition hotels we are strategic consultants focused on their beverage programs focused in the industry -international and national- industry. Our work with them has a lot to do with how they communicate their cocktail outlets and the varied offers they provide. To do this we work hand in hand with the F&B departments, Brand International and local communication agencies to approach the beverage strategy in the most professional and truthful way possible. We offer a great tool that complements these agencies. At the same time we organize specialized events -as international guest bartending-. At the same time we also help by detecting trends, integrating the teams in the bartender community of the city and offer continuous consulting and training.

ASTOBIZA

Aperitivo Atlántico is the master concept we have created for our client, Astobiza. To promote their international image we have produced a series of videos for them. We tried to make a journey from the roots of the product, in their winery in Okondo, to their more cosmopolitan profile and the presence of their wines in the world cocktail bar, through the peculiar way of having an aperitif in the Basque Country.

LE TRIBUTE

For the LE TRIBUTE premium portfolio, we have developed a complete DRINKS STRATEGY for their customers and distributors worldwide. A cocktail program with 17 cocktails, perfect serve and 4 pairings. We have also created an events strategy adaptable to any market.

N122

N122 is a brand that brings together experiences around 3 Michelin star experiences in a 30Km area in Ribera del Duero: Abadia Retuerta, Arzuaga and Pago de Carraovejas. For them we have developed an aspirational image campaign with a video and photographic production that offers an international and avant-garde vision that aims to create a destination. We also managed the strategy and development of social networks.

RIOJA ALTA - Lagar de cervera

For Rioja Alta we are developing a notoriety campaign for its Albariño Lagar de Cervera wine. “Con Voz Galega” aims to communicate the relationship between the voice of the winery -through the wine and the terroir- with the brand's embaixadores: Galician artists, scientists, publicists or journalists, who with their creative voice speak from their Galician genes to the world. To develop this project we created the image of the campaign (with the help of our designers, the Naranjo-Etxeberria studio), the social networks, the shop windows and the experiential events.

SEAGRAM'S VERMOUTH

For the development of the Seagram's brand red vermouth, Amarguería conducted market research and consulting prior to product development.

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