When Terra Cellars’ Elegido Tempranillo Red was named Best Wine By Value at the 2025 London Wine Competition, it wasn’t just a win for the brand—it was a signal that honest, unpretentious wines still have power in a market often dominated by big labels and boutique storytelling. Behind this achievement is Josep Arqués, CEO of Terra Cellars, a company rooted in tradition but clearly thinking forward. From carefully controlled stainless steel fermentations to a focus on accessibility, Elegido is crafted to serve the modern, everyday wine drinker—without shortcuts. In this interview, Arqués discusses how the award is shaping their international ambitions, what makes Elegido a clear expression of Tempranillo and terroir, and why simplicity, sustainability, and strong distributor support remain central to their ethos.

Image:  Josep Arqués, CEO of Terra Cellars.

What distinguishes "Elegido Tempranillo Red" in terms of its flavour profile and winemaking process?

This is a process that is well-controlled and established in our company. We’re talking about one of the oldest brands in the wine sector and especially in the segment of 1-liter bottle format. We intend to achieve the daily exigent wine consumer, offering a wine distinguished by its intense and bright violet color, and an aromatic profile concentrated in red fruits such as strawberries, berries, and liquorice. In its production, the Tempranillo grapes are macerated with their skins for several days to enhance the color. Alcoholic fermentation takes place in stainless steel tanks at a controlled temperature (24-27 °C) for 10-15 days, which guarantees a high aromatic expression and a balanced wine between fruit and tannins.

Image: Elegido Tempranillo Red was named Best Wine By Value at the 2025 London Wine Competition.

How does this wine reflect the characteristics of the Tempranillo grape and the specific terroir from which it originates?​

This wine perfectly reflects the classic characteristics of Tempranillo, as soft tannins, good freshness, and a very fruity aromatic profile. The use of modern winemaking techniques without passing through wood allows the varietal character and expression of the soil (probably from warm climates and well-drained soils, as suggested by its balanced acidity) to be shown without interference, respecting the authenticity of the origin.

Image: Oenologist - Experts in following the entire winemaking process with care and expertise.

How do you plan to utilize the "Best Wine By Value" award from the 2025 London Wine Competition in your marketing and branding efforts? Are there specific campaigns or collaborations you are planning to highlight this achievement to consumers and partners?

- Include the medal on the product label.

- Send an official statement to all current customers who already consume this wine.

- Launch a special statement to attract new consumers and distributors, followed by sending samples for tasting.

- Run a campaign on social networks with videos, photos, reels, and publications highlighting the award.

- Integrate the recognition into commercial presentations, international fairs, and catalogs.

- Donations to events where wine is used as a prize, generating brand visibility. 

Could you share the current availability of "Elegido Tempranillo Red" in the UK? Are there specific retail chains, independent stores, or restaurant groups where consumers can find it?

Currently, "Elegido Tempranillo Tinto" is not available in retail chains, independent stores, or Horeca groups in the United Kingdom. We are in an active phase of prospecting and searching for new distributors.

Beyond the UK, which international markets are you focusing on for this wine, and what strategies are in place to enhance its global distribution?

- Participation in specialized international fairs.

- Strategic shipment of samples.

- Development of customized commercial material.

- Presentations with tasting notes and storytelling adapted to each market.

Image: Terra Cellars at ProWein 2025.

What marketing initiatives are you undertaking to promote "Elegido Tempranillo Red," especially in new markets?

We are implementing a multi-channel approach:

- Product presentations to distributors and industry professionals.

- Sending samples to critics, influencers, and strategic buyers.

- Participation in international fairs and competitions.

- Development of high-quality graphics and audiovisual material for social networks, technical data sheets, and catalogs.

- Active use of social media with visual, educational, and emotional content about the brand and its elaboration.

Image: Elegido Tempranillo Red.

How does Terra Cellars support importers and distributors in terms of marketing materials, promotional events, or staff training to facilitate the wine's movement in various markets?​

We offer a comprehensive support package:

- Visual and commercial resources aligned with the identity of the product (images, videos, sheets, tasting notes).

- Samples for tastings, presentations, or activations at the point of sale.

- Storytelling of the product and its origin to facilitate the sale.

- Support at trade fairs and events, as well as technical and commercial training for distributors' teams.

Can you elaborate on Terra Cellars' sustainability practices in viticulture and winemaking? How do these practices influence the production and quality of "Elegido Tempranillo Red"?​

We apply an environmentally friendly production philosophy:

- The wine is vegan, without ingredients of animal origin or the use of GMOs.

- Application of natural acidity regulators and stabilizers.

- Water saving through efficient irrigation systems and processes with minimal intervention. These practices not only reduce environmental impact but also guarantee quality, traceability, and consistency with the values of today's consumers.

Image: Terra Cellars - Vineyard.

Conclusion

As Terra Cellars looks to expand Elegido’s reach, particularly into the UK and other key markets, the company’s strategy is refreshingly pragmatic: lead with quality, back it with value, and support every step of the supply chain. The recognition from the London Wine Competition adds momentum, but it’s the integrity of the wine and the clarity of its message—uncomplicated, expressive, and made for everyday tables—that sets it apart. In an industry that often equates value with compromise, Elegido Tempranillo Red offers a different kind of story—one rooted in craftsmanship, trust, and honest expression.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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