Josep Masachs
Throughout my collaboration with Josep Masachs, we’ve undergone a significant transformation in both our identity and our organizational structure. We’ve evolved, transitioning our naming and refreshing our corporate image. What began as a singular winery has now expanded into a group encompassing various facilities and diverse product lines. This evolution presents daily challenges, given the complexities of managing such a multifaceted operation. We now have a presence in over 40 countries, and we’re on a continuous trajectory of growth and professionalization. I take immense pride in my role as part of the team at this winery, not only for the challenges it presents but also for the immense satisfaction it brings.
Eight years ago, my adventure with Josep Masachs began in the vibrant city of Guangzhou, China. Starting as the Regional Manager, I was entrusted with the pivotal role of overseeing the winery’s operations throughout the country. My responsibilities in China were vast and varied, including:
- Setting market strategies tailored for the Chinese audience.
- Training the sales team to excel in a competitive landscape.
- Negotiating commercial contracts with precision and foresight.
- Ensuring consistent client engagement and satisfaction.
- Bridging communication between Spain and China.
- Streamlining product offerings.
- Crafting engaging content that resonated with our audience.


In 2019, my journey took a new turn. I relocated to the heart of wine country, Penedès, becoming an integral part of the winery team. Here, amidst the rolling vineyards, my role evolved to encompass marketing, product development, and sales. My primary responsibilities include:
- Market analysis to identify brand opportunities and strategize accordingly.
- Crafting unique experiences and products, keeping in mind our diverse clientele and emerging market trends.
- Implementing both digital and traditional marketing strategies.
- Identifying opportunities and devising plans to capitalize on them.
- Overseeing the design and production of marketing materials.
- Representing Josep Masachs at trade events and fairs, sharing our story and passion.
Planning and scheduling key initiatives. - Continuously creating content.
Join me in this ongoing journey with Josep Masachs, as we continue to blend tradition with innovation.
D.O. CAVA
Global portal for D.O. Cava in three languages, featuring over 300 pages of meticulously crafted, SEO-centric content. The transformation to digital for the D.O. has been a remarkable journey, encompassing a renewed brand with a modern look and feel, a distinctive tone of voice, and captivating photography.
This exceptional project was brought to life by Chelsea&Co. agency, where their expertise in digital strategy played a pivotal role in creating this immersive experience.
We take pride in offering in-depth content that covers every aspect of Cava, from essential information on how to serve and conserve this extraordinary sparkling wine to dedicated pages for each category and type of Cava. Delve into the fascinating world of winemaking techniques, explore recipe pairings from around the world, indulge in refreshing cocktails, and hear from esteemed guest bloggers sharing their insights.
Furthermore, we have meticulously curated unique listing pages for all wineries listed in the D.O. Cava, showcasing the diverse and rich tapestry of this esteemed appellation.
Credits:
- Digital Strategy & Project Management: Chelsea Anthon (Chelsea&Co. Agency)
- Art Direction & Graphic Design: Quiet Studios
- Editorial Direction & Project Management: Amaia Soto
- Logo Design: J.J.Bertran
- Photography: Egami Productions, Sam Zucker
We invite you to explore and immerse yourself in the world of Cava through our thoughtfully curated website. Discover the passion and dedication that go into crafting this exceptional sparkling wine. Thank you for being a part of our journey!
Presenting a captivating journey through the meticulous production of Cava, from the vineyard to the moment you savor its excellence at home. This bespoke piece was meticulously crafted for Chelsea&Co. Agency.
I conceptualized and proposed the script, weaving a visually compelling narrative that beautifully captures the unique personality of Cava. From the very moment the grapes are carefully picked to the intricate first and second fermentation within the bottle, the traditional method remains the cornerstone of Cava’s unmatched quality and character.
During the filming days, I had the distinct privilege of directing, ensuring each frame artfully showcased the essence of Cava’s craftsmanship. Moreover, I personally crafted the accompanying text, guiding viewers to a deeper understanding and appreciation of this extraordinary sparkling wine.
This exceptional project would not have come to life without the collective efforts of the dedicated team at Chelsea&Co. agency.
Credits:
- Account Management: Chelsea Anthon (Chelsea&Co. Agency)
- Art Direction, Content & Project
- Management: Amaia Soto
- Photography & Video: Take Away
We invite you to immerse yourself in the enchanting world of Cava, an unparalleled sensory experience. Thank you for allowing me to be part of this remarkable journey!
Wine Conceptualization: from vineyard to bottle
The journey of conceptualizing a wine is a meticulous and intricate process, one that requires a deep understanding of the multifaceted world of viticulture. It’s not just about the liquid in the bottle; it’s about the story, the essence, and the experience that each sip offers.
1. Understanding the Terroir:
The foundation of any great wine lies in its terroir. To truly conceptualize a wine, one must be intimately familiar with the various wine regions, understanding the nuances that each brings. This includes the soil composition, climate, and topography, which all play pivotal roles in the character of the wine.
2. Mastery of Production Techniques:
Beyond the terroir, the magic also lies in the winemaking process. Different production techniques, from fermentation to aging, can drastically alter the profile of a wine. Knowing the peculiarities of each grape variety, and how they respond to these techniques, is paramount.
3. Distinctive Conceptualization:
The concept of a wine must be rooted in what sets the winery and its products apart. It’s not just about the taste; it’s about the story we want to tell. This involves considering the stipulated selling price and identifying the target markets based on thorough market research. However, above all, the concept must resonate with our target audience. It should evoke emotions, memories, and a sense of belonging.
4. Naming:
A wine’s name is its first introduction to the world. It should encapsulate its essence, hinting at its origins, character, or the experience it promises.
5. Packaging – Beyond Aesthetics:
While a striking design can capture attention, the packaging of a wine must do more than just stand out on a shelf. It should be in harmony with our target demographic, reflecting their tastes and preferences. Moreover, it must convey the personality of the wine within, serving as a prelude to the experience that awaits inside the bottle.
In essence, the conceptualization of a wine is a harmonious blend of science, art and market insights. It’s about creating a narrative that begins in the vineyard and culminates in the sensory experience of the consumer, ensuring that every element, from the naming to the packaging, speaks to our audience and remains true to the wine’s soul.
Wine tasting
Dive deep into the world of wines with our tasting sessions, tailored for both passionate winelovers and industry professionals. Whether you’re a seasoned connoisseur or just beginning your vinous journey, our tastings offer a unique opportunity to explore, learn, and savor.
For winelovers:
Discover the nuances of terroir, grape varieties, and winemaking techniques as we guide you through a selection of wines from renowned regions and hidden gems alike. Each session is designed to be both educational and enjoyable, ensuring you walk away with a greater appreciation for the wines you love.
For professionals:
Stay ahead in the ever-evolving world of wine. Our professional tastings delve into the intricacies of wine production, market trends, and pairing potentials. Benefit from in-depth discussions, industry insights, and the chance to network with fellow professionals.
Every tasting is a journey, and we’re here to guide you through the captivating stories behind each bottle. Join us and elevate your wine experience.


Chivite
Dominio de Elbio
Dominio de Elbio stands out for its creative freedom and innovative approach in a wine region with such an established style as Ribera del Duero. Working closely with the marketing department, and the winemaking and field teams, we managed to convey a truly contagious passion for wine. This is a modern, bold, and fresh project that reflects the authenticity of its vineyards, located in La Horra, at almost 900 meters above sea level.
igualqueninguno
One of our notable achievements was the creation of an infographic for Sherry Academy, elegantly illustrating the intricate process of producing Jerez wines. We embraced design thinking to simplify this complex information, resulting in a series of captivating infographics that students find easily comprehensible. These infographics serve as valuable companions in their studies of Sherry wines through the new online learning platform at www.sherryacademy.org
Moreover, we spearheaded a product and lifestyle photoshoot for the D.O.P. Manzanilla, Vinos y Vinagre de Jerez, as part of the Igualqueninguno campaign. By strategically identifying needs and providing clear and inspiring briefs, we collaborated with talented photographers in Barcelona and Jerez. The outcome was a visual storytelling experience that perfectly encapsulates the essence and value of the campaign.
As the person responsible for editorial direction and project management, I take pride in my contribution to the creation of SEO-optimized articles for the Igualqueninguno campaign. These insightful articles can be explored on the campaign website. Being part of the Chelsea&Co. agency team for this campaign has been an exhilarating experience, as we spread the passion and appreciation for Sherry wines across Europe.


sherryweek
Over the past three years (2020, 2021, and 2022), I have had the incredible opportunity to be part of the amazing “Sherryweek” project, organized by Chelsea&Co agency. This annual campaign celebrates Sherry wines worldwide as an integral part of Sherry’s global marketing strategy, delivering a 360º experiential international marketing experience both online and offline.
The results of the campaign have been nothing short of astounding (more than 1755 daily registered events, engaging 27 countries, and garnering a staggering 80,000 interactions!). As a valued collaborator, I actively participated in Sherryweek, contributing to the success of this multi-platform virtual fiesta. Leveraging digital platforms, we successfully reached and engaged thousands of professionals and consumers, inviting them to sniff, swirl, sip, and celebrate the rich flavors of Sherry Wines.
Sherryweek holds an integral place in the global Sherry wine digital strategy, founded in 2014 by Chelsea Anthon (CEO of Chelsea&Co agency). The campaign’s purpose is to celebrate these unique wines, generating a global buzz through social media and equipping event organizers with the tools and conversational hooks needed to introduce Sherry wines to a new generation of enthusiasts.
We are proud recipients of several prestigious awards that recognize the campaign’s excellence:
- International Wine Challenge Merchant Awards Spain – Best Social Media Campaign 2020
- The Drinks International Marketing Challenge 2020 – Best Digital & Social Media Campaign, 2016 & 2020
- Drinks Business – 2020 Best Social Media Campaign
Being part of Sherryweek for these three remarkable years has been a rewarding and unforgettable experience, as I continue to share my passion for Sherry wines with winelovers and enthusiasts!

wine is social
At Wine is Social, our passion for curating the finest wines is evident in every bottle we present to our club members. For over two years, I’ve had the privilege of working closely with the dedicated Wine is Social team, delving into various facets of the wine world. From crafting compelling content for the wine club to actively participating in the Tasting Committee, our collaboration is a testament to our shared commitment to excellence.
Every month, our esteemed Tasting Committee gathers, rigorously assessing 40 to 50 wine samples. This meticulous process ensures that only the most exceptional wines are selected for our club members, reflecting our unwavering dedication to quality.
Our journey doesn’t stop there. Each month, we breathe life into the Wine is Social platform with captivating social media content, drawing wine enthusiasts into the rich tapestry of stories behind each bottle.
As the brand ambassador for the club, my role extends beyond mere content creation. I guide wine lovers on a voyage of discovery, introducing them to the unique experiences and flavors that the club’s wines have to offer.

B.R.O.T.
Named “B.R.O.T.”, which signifies ‘sprout’ in Catalan, it also represents the ethos of ‘Biodynamic to Recover the Origins and the Terroir.’ In collaboration with Alex Camacho, we developed a digital catalog to articulate their story and showcase their premier wines and vineyards. The packaging design was expertly executed by JJ Bertran, while the project’s conceptualization and naming were products of my joint efforts with Epica Branding.
I am honored to have played a pivotal role in such a meaningful project, and to have collaborated with such an array of talented professionals.


el Vinyerons
Els Vinyerons was established in 2014 by Alex Ruíz Masachs and Amos Bañeres, stemming from a shared vision: to craft wines that minimally intervene in the natural process, allowing them to genuinely express the unique characteristics of each region and vineyard. To achieve this, they embarked on an intricate journey to identify singular vineyards, focusing on producing natural wines from indigenous varieties
Our belief is that the graphic identity of Els Vinyerons should resonate with the foundational idea that has underpinned the entire project: the vitality and quality of a vineyard can be gauged by the insect life it supports. A vineyard devoid of insects often indicates an excessive use of chemical products. As a testament to this philosophy, each product from Els Vinyerons is named after a distinct insect, symbolizing both the symbiotic relationship between insects and vineyards and the essence of natural wine. The mantis stands as the emblematic figure across corks and other materials.
In crafting the brand identity, the aim was to design a logo that encapsulates the essence of these natural wines. Our approach involved using irregular lines, evoking images of vine roots, branches, and wood, while seamlessly integrating the motif of the mantis. The end result is a brand mark that combines typography with a symbol, where the symbol is a minimalist, hand-drawn representation of the mantis.
WRITING ABOUT WINE
- Manzanilla de Sanlúcar: Particularidades de un vino único en el mundo
- Cava: La búsqueda del maridaje perfecto
- Los vinos argentinos de la mano de Paz Levison
- Understanding Priorat with Josep Ramon Nebot
- Sanlúcar de Barrameda: Claves para entender la singularidad de la manzanilla
- Txomin Etxaniz Txakoli: Tradition and Anchovies
Whether you’re seeking an expert voice to illuminate a topic or a ghostwriter to articulate your vision, I bring a wealth of knowledge and passion to every piece I pen.