Grandes Vinos Wins International Award for Garnacha 10 Campaign

Grandes Vinos wins the international award for best marketing campaign for Garnacha 10

The Aragonese winery Grandes Vinos, belonging to the Denomination of Origin Cariñena, has been recognized as the Best International Marketing Campaign at the tenth edition of the International Wine Challenge (IWC) Industry Awards, held on November 3, 2025, at the Real Casa de Correos in Madrid. The award acknowledges the originality and global impact of an initiative that took Zaragoza’s garnacha to Times Square in New York, positioning it as one of the most viral actions in the wine sector during 2025.

Innovation and Strategy in the Garnacha 10 Campaign

The Garnacha 10 campaign presented ten distinct expressions of Garnacha, each aimed at different lifestyles and personalities. Under the slogan «the grape that makes you soar,» the initiative connected with new audiences and positioned garnacha as a versatile, modern, and global variety.

The projection of Zaragoza’s garnacha on the screens of Times Square in New York was seen by more than 400,000 people in a single day. In addition, the Largest World Mural of Garnacha Ambassadors was launched, a participative initiative that included rewards such as a trip to New York for two, Magnum bottles, and visits to the winery.

The campaign triumphed over other notable initiatives, such as that of the D.O. Rueda in the Netherlands and the collaboration between the D.O. Cava and the Consortium of Spanish Serrano Ham. The jury was chaired by Master of Wine Almudena Alberca.

Context: Zaragoza, World Capital of Garnacha 2025

The campaign is part of the designation of Zaragoza as World Capital of Garnacha 2025, reinforcing the role of the Autonomous Community as the historical origin of this variety. During the summer, more than 50 establishments in the Aragonese capital joined the initiative, offering tasting and pairing experiences. The campaign also featured 10 reference ambassadors who represent the diversity and adaptability of garnacha.

Exploring the Ten Expressions of Garnacha

Grandes Vinos created ten references that demonstrate the versatility of the variety:

1. Monasterio de las Viñas 0,0 Garnacha Rosado – Non-alcoholic rosé, fresh and aromatic
2. 49 Millions Garnacha Rosado – Young and sparkling
3. Hoy Garnacha – Young red, modern, fruity, and accessible (11% alcohol)
4. Corona de Aragón Garnacha Blanca – Fresh white with floral and fruity notes
5. Corona de Aragón Garnacha Viñas Viejas – Full-bodied red from old vines
6. Corona de Aragón Garnacha Rosado – Light and refreshing rosé
7. Corona de Aragón Garnacha – Light-bodied red with pure fruitiness
8. Anayón Garnacha Blanca – Sophisticated and aromatic white
9. Anayón Garnacha – Intense red with ripe fruit and spices
10. Anayón Garnacha Rosado – Elegant rosé with a fruity profile

Manuel García, marketing manager at Grandes Vinos, highlighted that the award is «a recognition of the work of a whole team that has bet on creativity, authenticity, and the international projection of our garnacha,» emphasizing that it is «a source of pride for this leading winery in the D.O. Cariñena that sees internationalization as one of its hallmarks.»

The award ceremony was also attended by José Antonio Briz, general director of Grandes Vinos.