EL CAPRICHO – Scaling a Premium Food & Wine Brand for International Reach

Introduction 

El Capricho is a family-owned Spanish brand known for its restaurant, winery, and premium oxen-reared meat products. As it launched an e-commerce offering of fine meats, wines, and curated gift sets, the brand aspired to go beyond its strong domestic presence and reach food connoisseurs globally. To turn that vision into reality, El Capricho needed a scalable multilingual content marketing and digital growth solution that would expand its reach across borders. It was also important to preserve the brand’s heritage and appeal. 

Challenge

Although El Capricho had enjoyed consistent organic traffic in Spain (6,000 monthly sessions on average, peaking at about 7,500 in late 2018), most of this came from branded searches – in other words, existing customers. Its non-branded keyword visibility was weak, and most ranking keywords sat between positions 51–100. The site’s keyword footprint was heavily concentrated in Spain, indicating limited discoverability internationally. In short, the brand faced a dual challenge: how to scale visibility beyond Spanish-speaking markets, and how to convert that visibility into meaningful engagement and sales. 

Estimated number of ranking organic keywords (source: Semrush)

Estimated organic traffic from branded vs. non-branded keywords (source: Semrush) 

Solution

El Capricho engaged with us to build and execute a full-stack multilingual content marketing program aimed at building global reach and conversion-ready traffic. The initiative included: 

  • International SEO & Site Architecture Optimization. We first audited the website to identify structural, technical, and content gaps. Then it launched multilingual content pages targeting new markets, restructured information architecture for better discoverability, and applied on-page and off-page SEO best practices. 
  • Adapted Content Marketing Across the Funnel.  A luxury food and wine brand needs more than well-written product pages. Its story matters just as much. With that in mind, we created content for different stages of the buyer journey — from early discovery to repeat purchase. This included blog articles, short editorial pieces, and on-site narratives that helped explain the brand’s craft, heritage, and product standards to audiences who were encountering El Capricho for the first time. 
  • Performance-Driven Paid Campaigns & Retargeting. Through A/B testing and user-journey analysis, we refined key steps of the purchase experience — from how products were displayed to the structure of the checkout. These improvements were especially important for high-value items, where clarity and trust play a major role in driving conversions. 
  • E-commerce Conversion Optimization. Through A/B testing and user-journey analysis, we refined key steps of the purchase experience — from how products were displayed to the structure of the checkout. These improvements were especially important for high-value items, where clarity and trust play a major role in driving conversions. 
  • Holistic Channel Orchestration. We brought email, social content, and campaign planning under a more unified approach. The goal was simple: ensure every touchpoint reinforced the brand’s message and supported the wider push for international growth. 

This mix of content, paid activity, and on-site optimization helped El Capricho move from being primarily known in Spain to becoming a brand with growing appeal in several markets. 

Results

With the full-stack multilingual and global program in motion, El Capricho achieved: 

  • Broadened digital presence across markets and languages. The launch of multilingual content and SEO improvements widened the brand’s visibility, helping it reach audiences well beyond Spain. 
  • Growth in traffic, engagement, and conversions. The combined content and acquisition efforts led to higher traffic volumes and stronger engagement with premium content. These improvements, along with conversion optimization work, supported an increase in e-commerce sales from international visitors. 
  • Brand strengthening and offline impact. Beyond online sales, the amplified global visibility contributed to increased footfall at El Capricho’s restaurant, winery, and oxen-breeding operations boosting its overall business. 
  • Data-driven insights and strategic clarity. Through ongoing reporting and performance reviews across SEO, CRO, paid media, and user behaviour, the El Capricho team gained a clearer picture of what was working. This helped guide future decision-making and sharpen the brand’s long-term digital strategy.