Ramón Bilbao is a century-old Rioja winery that pioneered DTC wine gifting and subscriptions among Spanish premium producers, celebrating 100 years in 2024.
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See all ads on AdLibrary →Bodegas Ramón Bilbao is a Rioja winery founded in 1924 in Haro, La Rioja, by Ramón Bilbao Murga. Acquired by the Diego Zamora Group in 1999, the brand celebrated its centenary in 2024. It is recognised as a pioneer in DTC wine subscriptions and digital gifting among Spanish premium wine producers, combining traditional Rioja craft with modern direct-to-consumer marketing. Also searched as Ramon.
Ramón Bilbao's digital advertising strategy combines heritage brand equity with modern DTC mechanics. The brand invested heavily in its centenary year (2024) with brand-building campaigns that tied 100 years of Rioja winemaking to contemporary curiosity and innovation. DTC gifting programmes targeting seasonal peaks are supported by Meta campaigns, while export-market intent is captured through Google Search. View their active campaigns on AdLibrary to see how heritage wine brands bridge tradition and digital direct sales.
Facebook targets the brand's core premium wine buyer (35–60, wine enthusiast, gifting-intent occasions), while Instagram is used for visually-driven wine lifestyle content and younger audience acquisition. The Diego Zamora Group provides marketing infrastructure that amplifies Ramón Bilbao campaigns alongside its wider portfolio. Gifting-occasion creative (Christmas, birthday, corporate gifts) drives seasonal Meta peaks.
Core themes: centenary heritage ('100 years of curiosity'), Rioja provenance, innovation in tradition, and gift premium. The brand's positioning around 'curiosity' — a brand platform adopted during its innovation push under the Zamora Group — gives ad copy a distinctive forward-looking tone despite the deep heritage. Vineyard and cellar imagery are paired with dining lifestyle photography to connect wine to occasion.
Ramón Bilbao shows how a heritage wine brand can modernise without losing credibility. The 'curiosity' brand platform allowed the winery to signal innovation (new wine styles, DTC digital channels) while anchoring it in 100 years of craft. For legacy brands in any category, this balance — heritage as permission, curiosity as direction — provides a usable template for brand evolution.
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