The organic winery Bodegas Robles, advised by Ohayō, decided to introduce generous wines to the Japanese market after discovering that Japanese cuisine pairs well with this type of wine. Market research was carried out. Japanese gastronomy, wine consumption patterns and wine purchasing factors were analysed. Ohayō also worked on defining the Robles brand story and identifying the most interesting differentiators to project through the naming and image of the products.
The naming process resulted in the definition of two brands: Bajoflor and Bajosol. Different products with common characteristics were framed in each of the brands. Thus, Bajoflor revealed the value of wines that enjoy a special flavour thanks to the vegetal and floral cover that populates Robles’ vineyards, as well as the flower veil (yeast) under which they mature in the cask, protected from oxygen. The Andalusian sun dries the Pedro Ximénez grapes to give rise to the raisin wine Bajosol 0/0 as well as the rest of the products derived from it.
The difficulty of explaining the different types of wine made from the same grape (fino, amontillado, oloroso, etc.) led us to reflect deeply on the characteristics of these products. It was necessary to find a common denominator between them in order to create a naming system. This system had to be understandable in international markets and also for those who were not familiar with generous wines. The result was a two-digit numerical exponential code system, where the first digit expresses the time the wine spends maturing under flor (under the yeast) and the second digit the time it spends maturing by oxidation. This is how Robles wines would be named: Bajoflor 2/0 for the fino wine, which spends 2 years under flor and 0 oxidation; Bajoflor 5/3 for its amontillado wine and Bajoflor 0/6 for its oloroso wine. And Bajosol 0/0 for the Pedro Ximénez raisin wine. This system makes it possible to understand internationally, in a simple and intuitive way, the differences between the different types of wine, which also coincide with the evolution of the colour of the wine and its price (the greater the oxidation, the darker the colour and the higher the price). Likewise, as a flexible system, it leaves resolved the future need to rename new wines.
The image of the wines and products was created using organic, vegetal and natural elements. The traditional patterns of Japanese fabrics were also used. Two patterns were created, consisting of a flower motif and a sun motif. These patterns take centre stage to communicate in a powerful and attractive way. The colours chosen for each type of wine are selected from the different levels of actual oxidation of the grapes.
This design, as well as the wines, has been the recipient of awards in two consecutive editions of the Sakura Japan Women’s Wine Awards, an international wine competition with a jury of 380 women wine specialists. In 2017, the wine Bajosol 0/0 was awarded a double gold medal and a special prize for the best label design. In 2018, Bajosol 0/0 won gold, Bajoflor 0/6 won silver and Bajosol 0/0 won a special prize for best label design..
Ohayō took on the role of Robles’ international department for Asia, providing the management, communications and operations needed to support the Japanese market. The work of marketing and introducing the product in Japan was accompanied by a new way of describing the product, bringing it closer to Japanese culinary and drinking habits. The aim was to turn the consumption of these products a day-to-day habit integrated in Japanese gastronomy and customs.
In short, this project has been a redefinition of fortified wines for their better understanding in Asian culture, especially in Japan. The result was a new codification of the wines and a more understandable presentation within Japanese culture. New common ground has been found between generous wines and Asian cuisine.
