As the No1 Rioja Brand in Spain, Ramón Bilbao had no footprint in the leading Global Rioja export market: the UK.

LIcor 43 brand had low perceived value in export markets including key global market, the uk new campaign was launched: “pura passion” enabled local interpretation

As UK Area Aanager i was responsible for working with with the appointed distributor to develop a brand plan
On Trade activation to promote local serves

Founded in 1999, the 1st super premium gin
The most awarded gin brand in terms of product quality.
Martin Miller was an artist/art collector and had the mad idea of creating a premium gin
New Global brand positioning : Surrealism was used in brand message & identity.