When Pepe Raventos knocked on our door, we had conducted research into a new market segment category, the NEO: those whose purchase decisions are not driven by status, price and functionality but by the connection they have with the brand and its values. When we learned about the obstacles he was facing with his top of the range wines, we immediately thought there could be a good fit. After an intensive discovery phase working with key RiB personnel as well as U.S.- based wine retailers, connoisseurs, restaurateurs, sommeliers, and wine lovers in general, we proposed to focus on the NEO customer segment to craft the emotional aspects of the value proposition. We also worked on the distribution and customer relationship strategies.