Grandes Vinos: The "Over the Rainbow" Initiative & Corporate Philanthropy During a Tragedy

From the start of the pandemic, Grandes Vinos, the largest winery in the autonomous community of Aragón in the province of Zaragoza and one of the 60 largest wine producers in Spain, directed its efforts toward the healthcare sector with a philanthropic initiative entitled “Over the Rainbow.” The company believed the “Over the Rainbow” initiative represented one of the best opportunities to make the biggest possible societal impact in these difficult times. It would donate the proceeds from sales of wine to support the elderly and a COVID-19 vaccine development through partnerships with Médicos del Mundo and #YoMeCorono respectively. This case study analyses the ways in which Grandes Vinos adapted to the “new normal” and how it immediately reacted to the pandemic by launching an initiative to simultaneously help the community and strengthen their brand.

Abstract licence: CC BY

A person counts once a day per paper. We keep no cookie and no address: a reader is a hash that changes every day. Any month under five reads shows no number.