Client: E & J Gallo 

The Challenge
Alamos Wines, a wine brand from Argentina and the largest selling Malbec in North America, sought to elevate its digital presence and reach Millennial consumers in the U.S. through lifestyle-driven content that authentically showcased its Argentine heritage. The brand wanted to go beyond traditional wine advertising and tap into experiential storytelling that would resonate across food, travel, and culture platforms.

The Work
Dialogue developed and executed a branded content strategy that brought together Alamos Wines, digital food network Tastemade, and popular Youtube travel influencers the Vagabrothers. The partnership centered on an adventure-themed episode set in Mendoza, Argentina, where the influencers explored wine country and shared their journey with fans. Building on the success of this initiative, Dialogue facilitated a follow-up collaboration featuring custom content around ‘How to Make an Argentine Backyard Barbecue’ in celebration of World Malbec Day.

The Results
The episodes generated over one million organic views on YouTube, significantly boosting brand visibility and engagement. The collaboration successfully positioned Alamos Wines within a culturally rich and modern context, deepening its appeal to a younger, experience-driven audience. The continued partnership with the Vagabrothers underscored the campaign’s impact and created a platform for further content innovation tied to Argentine traditions and seasonal brand moments. The successful partnership with Tastemade also resulted in Dialogue further negotiating a wine mini-series for Prophecy Wines called Gather Here, filmed in wine regions in Italy, New Zealand, Washington State, and California.