For METRO’s Wine of the Year 2020 campaign, we spotlighted El Bar Argentino, a selection of wines from Mendoza’s renowned Bodega Santa Julia. The campaign celebrated the fresh appeal of Malbec, Chardonnay, and Rosé while blending Argentina’s rich winemaking tradition with a modern twist. Addressing biases favoring European wines, we positioned the Argentine wine as an underdog. A single empty bar chair symbolized opportunity, framed by bold colors and Argentinian Fileteado artistry.

This stripped-back yet evocative approach invited independent business owners to challenge conventions, embrace quality, and welcome a new tradition.