Inspirational Owners: February 2011
Latidos de Vino
Latidos de Vino is a brand of Spanish wine. Founder Fernando Mora Torrjio speaks to Lovemarks about infusing wine with love and desire, and the experience of tasting based on feeling.
Lovemarks: How did you discover Lovemarks?
Fernando Mora Torrjio: I discovered the concept some years ago in Sitges (Barcelona). A friend showed me the book and I stayed up reading it all night. I learned that Lovemarks is a unique way in which to succeed in business. I also found the book really entertaining.
LM: What about Lovemarks most helped in the creation of Latidos de Vino?
FMT: When I was creating the brand, I was reading Lovemarks: the Future Beyond Brands at the same time. We decided to create the 'wine of love' in order to help people love wine. Our goal was to try to find the connection between wine and people.
We felt that it was necessary to forget the archaic and dusty wineries and the belief in inheritances and titles of nobility that is often related to the decadent world of wine.
We stripped wine back. We looked for the freshest and most delicate aromas and added a third dimension - love. No more looking into the past, with Latidos de Vino you start an admiration for the wine of the future.
LM: Where did the name Latidos de Vino come from?
FMT: Latidos de Vino means "wine heartbeats." Our wines are called Desire, Kiss, Passion and Love. We chose these names because they are all things that make your heart beat.
LM: Why is it important that your consumers have an emotional connection with your wine?
FMT: Everyone - every couple and every group - are in different situations. Latidos de Vino tries to understand how we fall in love and look for the aromas that cause this sensation. For us, people are important. When people are in love they feel happy, and we are happy if they feel that drinking our wine too.
LM: Lovemarks are created by achieving High Love and High Respect. How do you relate this idea to daily business?
FMT: We are as our customers are. We love them and they love us. People respect Latidos de Vino and love it. Latidos de Vino is not a product, it is not a brand, it is a Lovemark.
LM: As you know, Mystery plays a huge part in the creation of a Lovemark. Do you have any examples of how you have incorporated Mystery and/or storytelling into Latidos de Vino?
FMT: Each wine has its own history. We tried to minimize the amount of technical information on the back label and add desire, a kiss, passion and love.
For example, for Desire, our white wine:
It all began with a simple look but they both knew that it was different from others; it was a summer evening when the sun tinged clouds had a greenish yellow colour. The breeze brought to their noses a mixture of fruity perfume and tropical fruit. Their eyes were fixed on their citrus and fruity lips. Desire was born.
LM: Can you recall any encounters you’ve had where a customer gave you a new insight to the rationale of both your business and your marketing?
FMT: With social networking we can receive feedback from our friends worldwide. One customer sent us a picture of one of our corks transformed into a keyring. Now we are manufacturing thousands of them for all our customers.
Another customer told us she disliked boring wine tasting sessions, so we developed a new way to taste wine based on feelings.
Also, now thanks to videos being uploaded by people on YouTube, consumers around the world are becoming interested in Latidos de Vino.
LM: Can you name two other companies and tell us what you Love or Respect most about them?
FMT: Apple - When you buy something from them you feel trendy, you feel safe, you feel intelligent. You feel Apple.
I Love NY - Every person in the world should have the logo on a t-shirt, lighter, pen, cup, etc. People relate a heart with New York and this is great.