The Túnel Group - VINSPIRIT Premium Selection. The new era of wine luxury in Mallorca
Luxury is changing, evolving and becoming more discerning. Mallorca, which has become one of the most exclusive destinations in the Mediterranean, requires brands capable of accompanying this transformation. Thus began VINSPIRIT Premium Selection, the new division of the Túnel Group conceived to bring exceptional wines and spirits to the most select parts of the island. We spoke with Mateu Pons, head of the pro-ject, to find out more about the initiative launching this year, aiming to redefine the concept of dissemination and representation in the highend wine sector. With a clear vision, an exclusive portfolio and a strategy based on quality, VINSPIRIT Premium Selection promises to become the new benchmark for wine and spirits in Mallorca. A project that goes far beyond distribution, it seeks to inspire, elevate and transform the way in which wine exclusivity is understood on the island.
Mateu, what is VINSPIRIT Premium Selection?
It is a completely new brand that is part of the Túnel Group but with its own identity and purpose. It is not a distributor or a typical new commercial division. It is a firm specialising in positioning wines and spirits of the highest level in carefully selected spaces: five-star hotels and Michelin-starred restaurants but also in smaller select establishments that work with care, coherence and vision. Our main objective is not to sell but to represent, communicate and position.
What attracted you to leading the project?
I have worked in the world of wine for many years with international brands and positioning projects. The Túnel Group proposed that I undertake this project and I knew it was the right time to take this step. It is an exciting challenge: to start from scratch, to create something with purpose and to do it on an island that is becoming a world reference in luxury tourism.
Our main objective is not to sell but to represent, communicate and position
What prompted the creation of this new division?
Mallorca is undergoing a clear change. Large international hotel groups such as the Four Seasons and Mandarin Oriental are arriving and others of a similar hospitality standard are still to come. This is generating a new customer profile with high purchasing power, who wants options consistent with their expectations. Our brand was created to respond to this evolution. We want to be a benchmark in the luxury sector, not only for the products we offer but also for how we communicate it and integrate it into the overall experience of each establishment.
What will the role of VinSpirit be within the Túnel Group ecosystem?
VINSPIRIT Premium Selection was born from VINSPIRIT, the annual fair organised by our distributor to present its most special products. This fair has established itself as a symbol of quality and exclusivity, so we wanted to take advantage of this recognition and turn it into a live, operational brand with its own team. We did not start from scratch: it already had a corporate image, a very carefully designed visual identity. From there, we started to build a brand with a well defined portfolio, communication and strategy.
What type of products will be part of the portfolio?
We will work with large champagne mâisons and very important international wineries but also with smaller, exceptional producers. We are interested in projects that transmit authenticity both nationally and interna-tionally. In terms of spirits, we will follow the same line, committing to both established brands and lesser-known projects that nonetheless have lots of personality. Our criterion is not size but uniqueness.
What is the objective for this first year?
This first year is all about construction: we want to define the brand well, communicate the concept, carefully select the projects and start positioning them in the right places. We want VINSPIRIT Premium Selection to be recognised as a brand that represents the most exclusive projects. It’s not about being everywhere but in the right places. Our model is qualitative, not quantitative.
How do you select potential clients?
We don’t want to work only with large luxury hotels; we are also interested in small, authentic projects that share our vision. If it devotes a lot of time and attention to its wine list, a discreet restaurant in the centre of Palma can be as relevant as a luxury hotel or a Michelin-starred restaurant. For us, luxury is a question of essence, not just price or major brands in the gastronomy world.
What role do you think Mallorca will play in the future of European luxury?
The island has something that many other destinations cannot offer: safety, history, authenticity, quality of life, etc. It also has a lot of identity and culture while also being very cosmopolitan. In ten years, Mallorca will be comparable to destinations such as Monaco, Sardinia or the Côte d’Azur. All those customers who will be staying on the island, in one of the many rooms that will be available at prices over 1,000 euros per night, have very high standards and will be looking for a very high level of hospitality. That is the scenario that we want VINSPIRIT Premium Selection to be part of.
