The client
González Byass is a historic Spanish winery based in Jerez de la Frontera, especially known for Tío Pepe fino wine and for its central role in the sherry business. Its most emblematic brand is Tío Pepe fino, whose solera was established in 1844 and whose icon (bottle with hat and red jacket) is one of Spain’s most recognizable advertising symbols. In addition to sherry and other wines, the group markets brandies(Lepanto, Insuperable, Soberano), distillates such as The London Nº1 Gin, Nomad whisky, Flor de Caña rum and fruit liqueurs, as well as sherry vinegar and extra virgin olive oil under the Hacienda de Bracamonte brand.
It has been distinguished as one of the world’s great wineries and in 2017 was voted Best Winery in Europe in the WAWWJ Top 100.In January 2026 it received the “Magnificent Generoso” award for Tío Pepe Cuatro Palmas Saca 2024 in the Magnificent Awards of the guide Vivir el Vino 365 Vinos al Año 2026.
The challenge
The project takes place in a hostile market context, marked by a generalized 20% drop in the premium gin category in Denmark. This contraction in consumption poses a complex scenario where the efficiency of each advertising impact is crucial to maintain the brand’s relevance.
In terms of the competitive landscape, the priority is to defend our strategic position against industry giants such as Hendricks, Malfy and The Botanist. As these leading brands have also experienced setbacks in the recent period, there is a critical opportunity to capture market share through more agile and targeted communication.
Added to this environment is the challenge of seasonal saturation. During the three key weeks of Christmas (December 8 to 31), the increase in advertising costs (CPM) requires meticulous budget management. The goal is to mitigate price inflation on digital platforms without losing visibility at the time of greatest purchase intent of the year.
Finally, the main business objective is to provide direct support to the local distributor. The strategy is designed to effectively mobilize stock in the off-trade channel, encouraging traffic and product rotation in physical stores to close the year with optimized balance sheets.
How we did it
The campaign is articulated through a funnel structure specifically designed to optimize investment. In the reach layer, the main focus is to maximize frequency and brand recall. This phase concentrates on the distributor’s key geographies, ensuring that the impact reaches the regions with the highest physical sales potential as a priority.
To deepen the relationship with the consumer, an interaction layer oriented to audience qualification is implemented. By generating signals of interest and analyzing video views, we are able to identify the most receptive users, filtering traffic towards profiles with a higher probability of conversion.
On the visual side, the campaign relies on high-impact creative through the use of Bumper formats. These short videos, between 3 and 5 seconds, are optimized for quick consumption on mobile devices, allowing to capture the user’s attention in saturated digital environments without generating friction.
The core message of these pieces reinforces the exclusivity of the brand under the positioning “The One & Only”. This narrative of distinction is enhanced with the collaboration of content creators and micro-influencers of reference in Denmark, who bring authenticity and a direct connection to the local premium consumer culture.
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A fundamental pillar of the execution was the strategic collaboration with specialized profiles, highlighting the participation of referents such as The Cocktail Blog. This synergy allowed us to generate high quality organic content that reinforced the brand’s authority in the sector. By delegating part of the narrative to experts, we were able to increase credibility with the end consumer without increasing internal production costs, thus optimizing the return on investment.
In a period of great volatility, the brand demonstrated remarkable resilience to the market. While the major players in the sector experienced significant downturns, continued investment in Paid Media enabled The London No.1 to remain stable. This strategy not only prevented a drop in sales, but also acted as a real “protective shield” for ourmarket share in the face of aggressive competition.
The success of the campaign is directly reflected in the impact on Sell-Out. Data provided by the retailer confirms that the digital pressure exerted during key weeks translated into real inventory movement in the Off-Trade channel. The traceability of the strategy demonstrates that online visibility was the main driver to incentivize buying in physical stores, fulfilling the primary objective of mobilizing stock.
Finally, the data analysis allowed for an optimization of the audience mix with key findings for the future. Although the younger segment (25-34 years old) is able to generate volume and conversation, the senior audience (45+) was identified as the one with the highest engagement and loyalty in mature markets such as Denmark. This strategic segmentation now allows us to refine future investments to prioritize the highest customer lifetime value(LTV) niches.
Results
The London Nº1 Christmas campaign is an example of how a well-executed Paid Media strategy can reverse negative market trends. The results were not only positive in digital metrics, but were also decisive for the distributor to maintain its business objectives in a particularly difficult year for the category.
Key results (December)
Sales (Depletions): Brand Flat (0%) vs. last year (in a market falling -20%)
Total impressions: +2.5 Million
Interactions+1 Million signals of interest
Video views: +540,000 (with more than 130,000 full reproductions)
EfficiencyEfficiency: Maintained its position as a leading brand in the face of the decline of the main premium competitors.
Do you want to protect your market share in competitive environments? At Cronuts Digital we design Paid Media strategies oriented to business results with real impact.
"Our distributor was blown away by the December depletions results. Paid Media's campaign with cronuts.digital has helped us a lot with the sell-out in off trade. While we see the gin category down -20%, The London #1 is flat versus last year. In addition, our competitors' big premium brands are falling."
