Adega Mayor
Adega Mayor already had 27 years of vines in the ground and a brand built by Comendador Rui Nabeiro's own hand. What it needed wasn't reinvention, it was a strategy that could turn all of that history into something people actually wanted to follow. The starting point became a single line: honor yesterday, toast today, improve tomorrow. Everything after was built to prove it, not just say it.
The strategy set out nine pillars, origin, excellence and quality, proximity and locality, renown, tradition, sustainability, regional identity, care for people, care for the land, and mapped each one to a real audience: HORECA professionals building wine lists, gastronomy lovers chasing the right pairing, wine enthusiasts who already know the terroir, and newer drinkers just starting to explore. The photography direction followed the same logic, a palette pulled straight from the land itself, vineyard greens, calm sky blue, warm sunset earth tones, shot with quiet confidence rather than polish.
Two ongoing series carried that strategy into the feed. Rostos da Adega turned the camera on the people behind the wine, the ones who show up every day whether anyone's watching or not, giving the brand a face instead of just a bottle. O Ciclo da Vinha followed the vineyard itself through its year, the slower, less glamorous side of winemaking that most brands skip past to get to the finished product. Together, the two series grew Adega Mayor's Instagram from 17K to 23K followers in a single year, almost entirely organic.
For the harvest, the strategy stepped off the feed and into real time: a live broadcast on Instagram from the first morning of the vindimas, followed by a run of videos tracking the days after. Instead of announcing the harvest after the fact, people watched it start.
