Natalia Murúa
Head of Communications and Marketing
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“We wanted the user to imagine the experience before arriving.”
In Laguardia, nestled in the Sierra de Cantabria, Bodegas Luis Alegre—a brand of Muriel Wines—is taking another step in its digital transformation process with a website that includes a revamped wine tourism section and combines elegance, functionality, and a clear commitment to customer service. The new site not only provides information, but also invites you to experience, from the first click, the essence of the winery and the unique experience offered with each visit.
Bodegas Luis Alegre’s commitment to improving its digital presence has had a clear objective: to offer an online experience that matches the hospitality offered at its winery. As Natalia Murúa, Head of Communications and Marketing at the winery, explains: “With the new wine tourism section on the website, we wanted the digital experience to be on par with what we offer physically at the winery: accessible, elegant, and highly focused on detail. We sought intuitive, clean, and visual navigation, allowing users to understand the tour, the wines, and the winery in an intuitive way, without getting lost in menus or long texts.”
The redesign has not only improved the aesthetics but has also incorporated features that facilitate navigation, booking tours, and access to all relevant information from any device. “One of the main goals was to improve usability: that anyone, regardless of the device or their level of familiarity with the digital environment, could easily access the information and complete a reservation,” says Murúa. “That’s why we wanted to simplify the purchasing and booking steps.”
As part of this project, a new section specifically for wine tourism was developed, the result of close collaboration between the winery and the technology provider. It focused on digitally translating the experience of in-person visits and achieving an authentic result. “The process has been very collaborative, something we greatly value because it has allowed us to accurately convey our vision, tone, and style,” comments Natalia Murúa.
Even so, it hasn’t all been easy: “The biggest challenge was finding the balance between the technical aspect—making the site work well, load quickly, and be fully responsive—and the emotional aspect: ensuring it conveys the soul of Luis Alegre.”
Beyond functionality, at Bodegas Luis Alegre, they were clear that the digital environment had to be a true reflection of their essence: the care for the origin, the precision of the work in each plot, and the passion for wine as a life experience. “Our philosophy revolves around the authenticity of origin, the precision in working with each plot, and the experience surrounding wine. We wanted all of this to permeate our website,” says Murúa.
And they’ve achieved this by opting for an elegant and understated design, in which quality visual content and a clear structure help connect emotionally with each digital visitor. The new wine tourism section of Bodegas Luis Alegre isn’t just an informational tool; it’s an invitation to immerse yourself in their world, to better understand what lies behind each glass, and to feel, from the first click, the passion that drives them.