Born Rosé, the first Rosé brand to hail from the city of Barcelona, has entrusted Nimbility to build its brand and markets across Asia-Pacific.

In early 2019, a group of dissatisfied entrepreneurs launched Born Rosé, a special rosé, born in a special city with the aim of being a reflection and an inspiration of a lifestyle. Barcelona is not just a place, they say, it’s a state of mind.

Hoping to join the Rosé Revolution that has swept across the globe in recent years, from Provence to the US, from the UK to Scandinavia, Born Rosé has its sights firmly set on Asia, aiming, with the help of market and brand building experts Nimbility, to become the Rosé brand that will spearhead the Rosé category in Asia.

“We are very excited to begin working with Nimbility,” says Jana Robles, Co-CEO and Founder of Born Rosé. “We are very fortunate to have partnered with their many experienced and dedicated leaders, who believed from the beginning, on positioning Born Rosé at the vanguard of consumers’ demand in Asia. We will work alongside Nimbility to align our strategy to the Asian market needs and co-create the offering, culture and capacity to forge together a lasting impact. We have an ambitious growth plan for the coming years. We want to lead the Rosé Revolution in Asia via coming up with innovative products that will constantly surprise the sophisticated Asian consumers.”

Born Rosé aims to simplify wine, stripping away all the unnecessary pomposity and ceremony, to allow modern consumers to simply uncork and enjoy. Tapping into the lifestyle aspects of Barcelona – the beach, the clubs, the parties, the rooftops, the tapas bars, the markets, the music, the culture – and encapsulating the overall vibe of the city – vibrant, Mediterranean, easy going, curious – is what Born Rosé does. Bringing consumers around the world a slice of Barcelona in a bottle is what Born Rosé is all about.

“Born Rosé may just be the brand to set Asia alight with rosé”, says Nimbility Founding Partner Francesca Martin. “The Rosé Revolution has been a long time coming to this part of the world and we believe that Born Rosé is exactly the kind of brand that will capture Asian consumers’ attention and imagination. The combination of stunning packaging, well considered branding and a genuine story centred around a fun-loving, Mediterranean lifestyle are all elements that will entice modern Asian consumers towards Born Rosé.”

Listed in some of Barcelona’s and Ibiza’s hottest bars, clubs and restaurants, the strategy for Asia will likewise focus around top profile listings in the on-trade to build visibility and brand ambassadors amongst the trade. Co-branded events and promotions with spirits and premium beverage brands will also be a key component to the strategy, particularly targeting the sundowner-aperitif moment in cities such as Shanghai, Hong Kong, Tokyo, Bangkok and Singapore. In time, a comprehensive digital strategy will be initiated to enable consumers to buy online, with delivery within 24-48 hours, as in Spain.

For more information about Born Rosé in Asia, please contact info@nimbilityasia.com

Barcelona rosé brand Born Rosé forges partnership with Nimbility