The goal of this plan is to refresh Grupo La Navarra’s -GLN’s brand with a more modern and up-to-date identity, the creation of a new corporate image, and an openness to the distribution of trendy products and leading brands in the spirits industry.
As part of this strategy and in order to react to new consumer behaviours, GLN has committed to concentrating its efforts on the daytime on-trade, as many of its main products are consumed during this time of day. Internationally speaking, GLN’s products are available in more than 30 countries worldwide, with a goal of reaching 50. Pacharán, its Marco Real and Homenaje wines, as well as the brands produced in its Belasco de Baquedano winery in Mendoza (Argentina), are the most well-known internationally, and this year its international presence will be strengthened in the countries it intends to reach.