A family Beyond Sustainability

Challenge

Familia Torres, one of the world’s largest and most recognized wineries is a long-standing DAf client. They are very commited to sustainability, which, given the size of their winery has a large impact on the planet. The client wanted to communicate their long-term commitment to sustainability and develop a claim that could work for the coming years that represents everything that the family is doing to achieve it.

Key Visual

The key visual shows Miguel Agustín Torres (president and 4th generation) with his 5th generation children, Miquel and Mireia, who both hold high-level positions in the winery, representing the multiple generations of the Torres Family on the steep slopes of Finca Tossals, Familia Torres’ highest winery in Priorat, Spain, overlooking a valley, and backed by a mountain ridge. The overlay features a text with the claim “A family beyond sustainability“ and a paragraph detailing the steps they are taking to be good stewards of the land. The paragraph is underlined with Miguel Torres flourished signature. There are versions of the key visual in English, Spanish and Catalan.

Key Visual Text Overlay

Five generations as wine producers have helped us to have perspective. We believe that a new way of understanding wine is essential in order to face climate change. With this in mind, we have undertaken measures to lower our carbon footprint by 30% while at the same time recovering old grape varieties and investing in organic winemaking. Beyond sustainability, our legacy is taking care of the planet for future generations.

Social Media

Individual photos of the fourth and fifth generation, Miguel Agustín Torres, Miquel and Mireia at the mountaintop winery in Priorat, Catalonia, Spain will be used in social media.