Bleu Fonsè is the best kept secret in the depths of the Caribbean Sea, an ultra premium wine aged on the Colombian coast in a territory belonging to no one yet belonging to everyone. After I conducted market research and an analysis of competitors, trends and positioning strategies at a national and global level, the picture became much clearer. The global market, and the Colombian market specifically, has shown a special affinity for antiheroes or villains. This is why series like The Money Heist or Squid Game have been so successful in this territory. Thus, the brand was developed from communication strategies that would allow it to position itself as a mysterious, rebellious and elegant brand with an unexplored archetype of communication: the villain. Bleu Fonsè is the pirate of good taste, a brand that does what it wants to get what it wants, so that anyone who has a bottle of this wine in their hands can feel like someone who can dominate the world.