Cantina Martinez: Sicilian wine tradition on social media

Cantina Martinez is a historic winery in Marsala, known for producing wines that tell the story of Sicily and its culture.
For generations, the Martinez family has preserved a legacy built on expertise and passion.
Since 2024, the company has entrusted Dual with its digital communication, investing in expanding its audience across different markets, with the goal of sharing its work and history.

The initial context: communication to consolidate

Previously, due to a discontinuous online presence, the winery’s success was mainly confined within Sicilian borders.
The company felt the need to build a more structured and consistent presence capable of showcasing the products, people, and story that define it.

The main needs included:

• continuous social media presence
• creation of a unified visual and narrative language
• the need to expand the audience while maintaining a strong connection to tradition

The journey

The project began with an analysis of the competitive context and the brand’s distinctive values, outlining storytelling consistent with the winery’s identity.
We started with coordinated management of Facebook and Instagram channels, supported by a monthly editorial calendar and the production of dedicated photo and video content.

Posts alternated moments of life in the winery, product focus, and territorial storytelling, with particular attention to annual occasions accompanied by targeted promotional campaigns.
At the same time, we nurtured the relationship with the community and analyzed interactions, to adapt content increasingly to audience needs and requests.

A more conscious and consistent presence

After one year of work, Cantina Martinez’s communication has taken on a more present and recognizable identity thanks to online communication that values tradition and the company’s authentic personality in connection with its origins.

Consistent planning of photo and video content has generated visible growth both in terms of views and audience engagement, reaching numbers never achieved before.

Since October 2025, the “Cocktail Martinez” format has also been introduced: a social media video series dedicated to the world of mixology that combines wine tradition with innovation, with the goal of expanding the contexts, uses, and languages through which the brand tells its story.