Sometimes a single word changes everything
Trujillo (Cáceres), year 2000
An area without a great winemaking tradition, a new project whose promoters had a notable business trajectory but in areas which had nothing to do with the wine world. A newly planted vineyard on a two hundred hectare property with difficult soils and limited water supply.
The need to find a niche in a very traditional market where there were no proposals that went beyond the conventional. A young team with great individual talent but still without a recognized trajectory and without previous experience of working together.
These adverse factors were opposed by the desire and conviction to produce wines of the highest quality, with a brand that would revolutionize the sector.
All this could only lead to either an absolute failure, or a mythical project.
CREATING THE MYTH
The key ingredient of great brands is their history, their foundational myth. That visionary moment in which a revelation in the form of epiphany gives rise to the birth of the project.
But how do you build a story for a brand that lacked it? The blank sheet of paper that lay before us was also a universe of inﬁnite possibilities, because the best stories are not only based on facts, but also on ideas.
Thus, our legend does not begin in the year 2000, but in 1513. As soon as the titanic task of decorating the vault of the Sistine Chapel is finished, Michelangelo takes up an equally ambitious previous commission: the colossal sculptural ensemble of forty statues for the tomb of Julius II, whose central ﬁgure was to be the prophet Moses in ecstasy after having received the divine mandate.
Without prior explanation and possibly gripped by the strong economic demands of the rehabilitation of St. Peter's Basilica, the pope interrupted his donations to the artist.
Despite the project being truncated in this abrupt way, Michelangelo persisted in the ﬁnalization of Moses, which he himself would consider his most realistic work. Legend has it that at the end of it, the genius of the Renaissance took his sculptor's chisel and with a blow to the knee he said: Speak! HABLA¡, feeling that perhaps the only thing left to extract from that piece of marble was life itself. To this day the curious still come to contemplate a mark that crowns the knee of the statue, perhaps the work of the hammer of the artist.
Quote: The tale says “When Michelangelo had finished the statue, it seemed so real and alive that he ordered it to speak. And seeing that it wouldn’t, he slammed down his hammer on it—here, on the knee—in a fit of anger and frustration.”
The groove on Moses’ knee looks more like ordinary vandalism: it was made with a pointed chisel, not a hammer, and with several careful, even taps with the mallet, not a tomahawk slam.
This is the story that moved us deeply and with which we pay our heartfelt tribute to the Italian; a genius ahead of his time, a genius whose levels of exigency, tenacity and search for perfection were unparalleled not only in his time but probably also for many centuries.
That was the example on which the pillars of the Habla project were to be based: the values of excellence, the sense of beauty, the transcendent, reﬁnement and, above all, the vehement belief in one's own vision without allowing oneself to be influenced by passing fashion or the currents of the moment.
HABLA, ACCESIBLE LUXURY
How to dominate the disadvantages with which we started and turn them into assets to build a successful project? Instead of competing in a market saturated and dominated by others, we decided that it was a much more advantageous strategy to create our own category. HABLA had to be placed in the realm of accessible luxury. Habla had to be a premium brand without great barriers of access. It had to appeal to desire through an emotional discourse and had to combine its cult brand status with a universal vocation. With these premises, HABLA wanted to leave a breath of fresh air in a sector marked by tradition, but also very conventional in some aspects. Although innovation and modernity were at the forefront of its DNA, the objective was not so much transgression, but approaching its audience with a new language that was closer, simpler, and more direct.
In the gestation of HABLA, our attention was never in the wine sector, but rather in luxury. The logic was that if our positioning had to do with renewing the concept of exclusivity within the wine, the codes and references we had to handle had to be those of the new luxury in which we wanted to register our brand. Fashion, and especially high-end perfume, were the two main sectors in which we found the kind of language and manners we wanted for Habla.
INSPIRE, INTRIGUE, SUGGEST
A different brand needs a different way of communicating, a new language, new ideas. . . Self-affirmation, differentiation and genuine appreciation for product excellence are the main driving forces towards the luxury brand. As the person is already within the circle of brand ownership, we have to look for more ways to reinforce that personal bond by adopting the brand as an extension of their own personality. The marketing of luxury, therefore, is based on the outstanding qualities of the product, but focuses especially on creating an aura of desire around it, developing a communication that revolves around the magic of its brand. The artistic myth being the origin of the germinal idea of HABLA, should also occupy a central place in its communication. In 2017 the winery launches an image campaign that reinterprets classics of baroque and neoclassical painting through photography and video. This campaign is developed with the collaboration of some of the most relevant Spanish fashion artists, such as the creative tandem Alvarno and the designer Ulises Mérida, who take masterpieces from the Italian Renaissance and Baroque as an initial motive, together with their personal style, to create their character’s wardrobe. A collection of powerful images and videos is conceived, which is distributed mainly in social networks and online media, provoking an unprecedented reaction. The brand thus continues the story begun by Michelangelo with that “hammer blow” to the knee of his statue, which would forever change the course of art. After this success, new ﬁgures from the fashion and art sector are incorporated into the Habla world: Palomo Spain, María Escoté, Antonio Sicilia, Felipao. . . , thus sealing the union of the winery with artistic creation.
THE POWER OF THE OBJECT
Giving life to a memorable presentation for Habla was a high-risk task. The choice of the cylindrical bottle with a minimalist air, almost Zen -at that time something totally unusual-, was inspired by the concept of the album Presence (Led Zeppelin) and represents a tribute to the talent of Storm Thorgerson, its creator. The idea was that the bottle itself would have a powerful presence as an object, so that when presiding over a table in any restaurant it would attract attention and give rise to an irrepressible desire to want to know more, to try it. . . It was 1976 when Led Zeppelin, one of the greatest rock bands of all time, released their seventh album, Presence. Such was the cult status of the group that the album cover did not even have their name on it. Instead, it portrays an enigmatic photograph with a scene of a family gathered around a table presided over by a strange black object with an extra terrestrial appearance that seems to exert an irresistible magnetism. The image inevitably refers to the film 2001, An Odyssey in Space by Stanley Kubrick and suggests as a metaphor the point at which the band was looking at its own future. The design was the work of Hipgnosis, an artistic group founded by the late Storm Thorgerson, who would not only take care of other covers of the mythical group, but also the absolutely iconographic designs of bands such as Pink Floyd and other legends. In his own words Presence's idea was to mix nostalgic photos from the 30s and 40s with an object from the future, which was basically a black hole with a curious shape. To me, it represented the energy of Led Zeppelin, which people at home, or at school, would need a dose of every few hours, like the “deﬁnitive" drug. In 1976 the Swan Song label produced 1,000 numbered replicas of “The Object", number 834 was recently auctioned on eBay for $2,000. To this day the members of the band preserve no copy.
ALWAYS DIFFERENT, ALWAYS HABLA
There are no two identical speeches, just as there are no two harvests that are exactly the same. Faithful to the idea of favouring the expression of the earth, each year new HABLA are created, whether monovarietals or coupages. Each of them is the sincere expression of a terroir and its different grape varieties under climatic conditions for a period of time that will never be repeated again. That's why each HABLA is the best that the winery is capable of producing under those particular conditions. Thus each edition of Habla has its own number and a different design. Small variations in the location of the elements provide this unique character while maintaining a clear aspect identifiable. For each type of wine, three different types of bottles are chosen to try to adapt to the character and personality of the product they contain.
And next year once again, something new, unique and unrepeatable…
Each sector has its own internal codes. The world of wine is no exception. Sometimes this language, far from serving to communicate, becomes a barrier that prevents access to the uninitiated. In a certain sense something very similar happens in the most exclusive circles of classical music, opera and similar manifestations of the highest art forms: as if the fact of using a terminology accessible to the common mortals devalues in a certain way the sublime of the artistic or oenological object for our case. This is, in fact, the general custom when describing the characteristics of a wine. The use of experts’ twists and expressions with a high technical component is the dominant tonic that we find when examining any literature on the subject, even the one that accompanies the labelling of the product itself. With Habla we thought we should do just the opposite. The aim was not to impress new wine fans with intimidating terms, but precisely to inform in the simplest and most direct way possible about what they could find in the wine before them. This is why we decided to explicitly mention the most characteristic notes and aromas to be found in it so they would not only be a clue and information offered to enjoy it, but also an invitation to discover the whole aromatic universe, from the simplicity and immediacy of the pure sensation. And so it was that we decorated our capsules with the predominant aromatic notes that characterized each wine, which would also stand out on the back of the bottle as main information. With a simple and direct language we tried to eliminate all kinds of complexes and barriers to the enjoyment of wine, because after all, that is the primary objective, right?.
If it´s not …
Habla La Tierra is the gateway to the world HABLA. A wine to enjoy every day. A temptation hard to refuse.
Colour: Garnet intense cherry characteristic of all Habla wines, with violet rim. Bright and clean the glass, with dense tears.
Aroma: Looking for a different nose from the rest. Hints of tomatoe leaf, anise, and chamomile, evoke the land where the grapes ripen. The scent of latex reminds fig leaf springs fig: sweet and bitter.
Taste: Fresh and sparkling, evokes the feeling of eating a pomegranate, a fresh fruit aftertaste.
One of the most aromatic world varieties (sauvignon blanc), Habla de Ti (speak of yourself) is a modern and femenine white wine that weds easily with many types of food: easy to understand and enjoyable for every occasion
Colour: Bright green with golden hues
Bouquet: Varietal intense bouquet of sauvignon blanc with hints of asparagus, mango, tomato leaf and boxwood.
Palate: It is fresh, intense and with a long life in palate of tropical fruits.
Premium extra virgin olive oil from Extremadura region.
Picual variety 100%
Best Red Wine of Spain Award 2014-15-16-17
Habla del Silencio is a red wine, aged for six month in french oak barrels with 40% new wood, 30% wood used for the first time and 30% wood used for the second time.
Colour: Cherry, with dense tears
Nose: Intense, aromas of chocolate and liquorish mixed with intense note of cherry liquor.
Mouth: Fresh, with elegant and nice final taste.
Habla del Mar (speak of the sea) is a pleasant and energetic wine, which invites us to imagine an infinite horizon by the sea...
Color: Lemon yellow, clean and bright, with light shades of steel.
Aroma: Of subtle fragance, highlights its aroma of seaside that evokes long walks by the sea. A first salty note reminds of seafood, to give way to a vegetable note of some species of seaweed. Behind this delicate expression, nuances of quince and chamomile appear.
Taste: After a smooth entry, develops all its expression with an acidity that gives the mouth great tension, true marine minerality. Its finish exudes fresh and floral sensations with a saline touch.
Habla Rita is a Rosé wine. Made in France, this spanish winery made in Côtes de Provence shows all the features of the real rosé de provence, where it is maximized the syrah and garnache expression.
Colour: Pale pink with fucsia hues
Bouquet: Fresh and intense grapefruit with subtle hues of violet, laurel and redberries
Palate: It is smooth, round, delicate including many raspberry or strawberry notes with a long and full of different hues finish in mouth.