Following its acquisition of the Riofrío brand, Grupo Osborne found itself in possession of a little jewel of a company with an immense potential. A deep strategic reflection was needed to unleash this potential, as the group had acquired this family business with a view to turn it into the leading Spanish caviar brand by increasing the international presence of this pioneer in the organic breeding of sturgeon.
Starting from the very source of this exquisite product, we made the journey to Loja in Granada province, where Riofrío breeds its sturgeons in a pristine natural environment surrounded by a breathtaking mountain landscape. Here, we took in the intricate production process from beginning to end, learned the history of the company, and understood the subtle differences between the varieties of fresh caviar produced there.
To obtain a deep and full understanding from a variety of different perspectives, we maintained conversations with what you could consider a very select consumer group: the regular caviar consumer. We explored both their personal experiences and the relationship they have with the product and the brands they consume. Furthermore, we talked to leading chefs and other experts from around the world to understand the role of sustainability, the value of the different varieties available, and the role that caviar plays and on chef’s menus and at extravagant celebrations both today and in the future. We looked deep into the meaning of caviar, interviewing diverse profiles ranging from the most traditional and niche retailers to large-scale distribution channels in order to analyse their unique vision of the category. This allowed us to understand the different segments of the category and identify the foundations upon which a growth plan could be built.
At the same time, we undertook an audit of caviar brands at a global scale, identifying and understanding the visual and verbal codes employed by the category, the way in which each brand is positioned, and how company portfolios are structured. Given the history of caviar, which stretches back to illustrious origins in Russia and Persia, we also carried out a semiotic analysis of the category which allowed us to dissect the brand identity of key players in the category and understand the meaning behind their visual and verbal communication. As we suspected, it is clear to see that the world of caviar is changing to respond to new cultural trends.
As a result of this journey to every corner of the caviar world, we identified the key opportunities that exist today to grow the Riofrío business in both domestic and international markets. For each opportunity, we derived clear and precise action points together with the Riofrío and Osborne leadership teams.
Caviar being one of the most exclusive and luxurious gastronomic products available, we set out to build a deep understanding of the luxury brand universe, this time through the analysis of luxury cues across various categories such as jewellery, fashion, and gastronomy itself.
The result of this process was the evolution of the Riofrío brand towards a vision of luxury that celebrates savoir-faire:a conscious, subtle, sustainable, and respectful luxury. Riofrío presents itself as a transparent brand and product, meant for those who appreciate unbridled quality and are always on the lookout fo rbrands with which they share values. This is a vision of luxury that is made tangible through Riofrío’s caviar, the first certified organic caviar in the world.
To do so, we mapped the categories into which Riofrío could expand, analysing market attractiveness and the competitive advantages which Osborne enjoys in each one. The analysis of each category was undertaken in partnership with Osborne and from many different perspectives before the categories with the most potential were selected to create a 5-year development roadmap.
In this way, we helped to define what will be a new chapter in the Riofrío story: a brand that will without doubt form an integral part of Osborne’s international leadership in gastronomic luxury.
To obtain a deep and full understanding from a variety of different perspectives, we maintained conversations with what you could consider a very select consumer group: the regular caviar consumer. We explored both their personal experiences and the relationship they have with the product and the brands they consume. Furthermore, we talked to leading chefs and other experts from around the world to understand the role of sustainability, the value of the different varieties available, and the role that caviar plays and on chef’s menus and at extravagant celebrations both today and in the future. We looked deep into the meaning of caviar, interviewing diverse profiles ranging from the most traditional and niche retailers to large-scale distribution channels in order to analyse their unique vision of the category. This allowed us to understand the different segments of the category and identify the foundations upon which a growth plan could be built.
At the same time, we undertook an audit of caviar brands at a global scale, identifying and understanding the visual and verbal codes employed by the category, the way in which each brand is positioned, and how company portfolios are structured. Given the history of caviar, which stretches back to illustrious origins in Russia and Persia, we also carried out a semiotic analysis of the category which allowed us to dissect the brand identity of key players in the category and understand the meaning behind their visual and verbal communication. As we suspected, it is clear to see that the world of caviar is changing to respond to new cultural trends.
As a result of this journey to every corner of the caviar world, we identified the key opportunities that exist today to grow the Riofrío business in both domestic and international markets. For each opportunity, we derived clear and precise action points together with the Riofrío and Osborne leadership teams.
Caviar being one of the most exclusive and luxurious gastronomic products available, we set out to build a deep understanding of the luxury brand universe, this time through the analysis of luxury cues across various categories such as jewellery, fashion, and gastronomy itself.
The result of this process was the evolution of the Riofrío brand towards a vision of luxury that celebrates savoir-faire:a conscious, subtle, sustainable, and respectful luxury. Riofrío presents itself as a transparent brand and product, meant for those who appreciate unbridled quality and are always on the lookout fo rbrands with which they share values. This is a vision of luxury that is made tangible through Riofrío’s caviar, the first certified organic caviar in the world.
To do so, we mapped the categories into which Riofrío could expand,analysing market attractiveness and the competitive advantages which Osborne enjoys in each one. The analysis of each category was undertaken in partnership with Osborne and from many different perspectives before the categories with the most potential were selected to create a 5-year development roadmap.
In this way, we helped to define what will be a new chapter in the Riofrío story: a brand that will without doubt form an integral part of Osborne’s international leadership in gastronomic luxury.
.jpg)
