Case studyCatena ZapataCatena Argentino Malbec · Massale Selection 2026
Introducing Massale Selection to a new generation
How Wine Folly framed Catena Argentino Malbec's Massale Selection story for World Malbec Day and held the fine wine audience for nearly 20 minutes on a single article.
- Combined reach and impressions
- 770K+
- Average article session
- 20 min
- Channels activated
- 4
The challenge
Catena briefed Wine Folly with a clear ask. Introduce Massale Selection, a vine-diversity approach to terroir, to a younger, curious wine audience. Position Catena Argentino Malbec at the fine wine tier through storytelling that felt like discovery, not a sales pitch. Tie the activation to World Malbec Day on April 17.
Campaign objectives
The campaign was designed around three core objectives.
Elevate the bottle in category
Frame Massale Selection as what separates Catena Argentino from the broader Malbec category.
Champion Massale Selection
Introduce vine diversity as the defining expression of Argentine terroir, and make Catena the brand that owns the idea.
Reach tomorrow's fine wine buyer
Connect with a 25 to 44 year-old wine audience at the moment they are curious enough to go deep.
The solution
An education-led campaign anchored to one ownable idea. Wine Folly built a coordinated flight across video, editorial, email, and display, timed to World Malbec Day. Each element carried the same Massale Selection story through a different format and a different stage of the audience journey.
Instagram · Facebook · LinkedIn · TikTok · YouTube · X
Massale Selection short-form video
Published April 16 across six social platforms simultaneously, placing Catena's Massale Selection story at the center of Wine Folly's educational voice.
winefolly.com Malbec deep-dive
Malbec Spotlight article takeover
100% share-of-voice sponsorship of Wine Folly's high-traffic Malbec article, giving Catena sustained editorial presence alongside content readers were already actively seeking out.
140K subscribers
Article Spotlight email blast
Same-day email blast that routed subscribers directly into the Malbec article environment, with Catena's branded module positioned front and center.
Homepage, article pages, mobile
Run-of-site display banners
Site-wide placements sustained Catena's presence across WineFolly.com for the full two-month window, with additional article-page units reinforcing the editorial context.
The results
The campaign delivered across every channel. The Malbec Article Spotlight generated an average session duration of nearly 20 minutes, outperforming every other brand article takeover of 2026. Video over-delivered on reach, and email matched Wine Folly's open-rate benchmark.
Short-form video
200,650
Total reach
263,595
Total views
Instagram led with 194,000 reach and 254,400 views. On par with Wine Folly's 2026 Learn by Tasting benchmarks across all six platforms.
Malbec Spotlight article
20 min
Average session duration
2,100
Unique visitors
An average session of 19 minutes 55 seconds, outperforming every other brand article takeover of 2026. Article-page banners added 9,283 impressions at a 0.33% CTR, stronger than run-of-site.
Article promo email blast
71,477
Total opens
50.26%
Open rate
Routed directly into the Malbec Article Spotlight, driving qualified subscriber traffic into the editorial environment. 351 link clicks.
Run-of-site banners
500,000
Total impressions
541
Total clicks
Sustained Catena's brand presence site-wide for the full two-month window.
Why it worked
Three things made it land.
One idea made every channel stronger
Massale Selection gave every element a coherent through-line. The video introduced it, the article deepened it, the email amplified it, and the banners sustained it.
Nearly 20 minutes proves audience fit
An average session of 19 minutes and 55 seconds signals that Wine Folly's audience came ready to learn and stayed for the full story. Exactly the wine buyer Catena set out to reach.
Education-first storytelling
Catena's message landed because it came through Wine Folly's educational voice. Readers encountered Massale Selection as something worth understanding, not a product being sold.
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