Natalia Murúa
Head of Communication and Marketing
_
“We wanted the user to imagine the experience before arriving”
In Laguardia, nestled beneath the Sierra de Cantabria, Bodegas Luis Alegre — a Muriel Wines brand — has taken another step in its digital transformation with a newly launched website. The site features a revamped wine tourism section and combines elegance, functionality, and a clear focus on connecting with visitors. The new platform not only provides information but invites users, from the very first click, to experience the essence of the winery and the unique visit they offer.
Bodegas Luis Alegre’s commitment to enhancing its digital presence had one clear goal: to offer an online experience that matches the hospitality they provide at the winery. As Natalia Murúa, Head of Communication and Marketing, explains:
“With the new wine tourism section, we wanted the digital experience to reflect what we offer in person at the winery: a sense of closeness, elegance, and great attention to detail. We aimed for intuitive, clean, and visually engaging navigation, where users could easily understand what the visit includes, the wines, and the winery itself — without getting lost in menus or lengthy texts.”
The redesign not only improved the site’s visual appeal but also introduced features that enhance usability, simplify visit bookings, and provide access to all relevant information from any device.
“One of the main objectives was to improve usability — to ensure that anyone, regardless of their device or digital familiarity, could easily access information and complete a reservation,” says Murúa. “That’s why we focused on simplifying the booking and purchasing process.”
As part of this project, a new section specifically dedicated to wine tourism was developed through close collaboration between the winery and their tech provider, with a focus on digitally translating the in-person experience into an authentic result.
“The process was highly collaborative, which we really valued, as it allowed us to accurately convey our vision, tone, and style,” Murúa adds.
Still, it wasn’t all smooth sailing:
“The biggest challenge was striking the right balance between the technical side — making sure the site performed well, loaded quickly, and was fully responsive — and the emotional side: ensuring it conveyed the soul of Luis Alegre.”
Beyond functionality, Bodegas Luis Alegre was clear that their digital presence needed to be a faithful reflection of their essence: respect for origin, precision in working each plot, and a passion for wine as a way of life.
“Our philosophy revolves around the authenticity of origin, meticulous care in every vineyard plot, and the experience surrounding wine. We wanted all of that to come through on our website,” Murúa affirms.
And they’ve achieved it through an elegant, understated design, where high-quality visual content and a clear structure help forge an emotional connection with each digital visitor. The new wine tourism section at Bodegas Luis Alegre is not just an informational tool; it’s an invitation to immerse oneself in their world, to understand what lies behind each glass, and to feel — from the very first click — the passion that drives them.