Ruavieja Introduces "A Flavor to Stay," its new Brand Story Turning Sobremesa into an Authentic Experience

Jun. 28, 2025

Ruavieja launches a new brand narrative with the release of "A Flavor to Stay," a campaign that marks the beginning of its new positioning and redefines the consumption experience. From the moment a bottle is opened, Ruavieja proposes a real commitment to what comes next. To staying. Without rushing, without distractions. With those who really matter.

Elma García González, Senior Brand Manager at Ruavieja explained:

"With this campaign we’re starting a new chapter for Ruavieja, one in which we shift towards a more current, relatable, and optimistic tone, without losing sight of what has always defined us: our authentic essence and our purpose of continuing to invite people to share meaningful moments."

 

To support this new direction, the Galician brand will now include the message “Open only if you're staying” on the seal of all its bottles. A simple but powerful gesture that becomes the strategic backbone of this new positioning, built around the intention to turn sobremesa into more than just a moment — into the true heart of human connection.

Jorge Calvo, creative director of Ogilvy said:

"We wanted to turn the act of opening a bottle of Ruavieja into a commitment to what comes next: that sacred time with friends or family, unrushed and undistracted, that you don’t want anything to interrupt. That’s where the message on the bottles, ‘Open only if you're staying,’ comes from."

 

The campaign comes to life through a story that seems simple at first: a group of friends lingers at the table after a meal. Everything suggests that one of them is about to share something important... but they don’t. And that’s okay. Because sometimes, what’s left unsaid still shapes the moment.

Ramiro Alda, creative director of Ogilvy explained:

“The spot is essentially one big cliffhanger designed to evoke the same feeling you get when you're gathered around a bottle of Ruavieja: that you want to stay, that it leaves you wanting more."

 

The use of the cliffhanger as a narrative device, also present in other executions of the campaign, reflects the brand’s new tone — more suggestive, more modern, and designed to leave a lasting impression.

The spot, created by Ogilvy, departs from the nostalgic tone traditionally associated with the brand and embraces a more contemporary, emotional, and sensory aesthetic. Product shots — highlighting its creamy texture and indulgent nature — are interwoven with gestures and silences among the characters, creating a visual language that conveys warmth and authenticity.

The campaign, available from June 26th, across digital media and social platforms, marks the beginning of a long-term strategy, with new initiatives planned for the coming months that will continue to reinforce this new way of communicating. Because Ruavieja is no longer just an after-dinner liqueur: it’s an invitation to stay.