Botalcura is focusing its attentions on the female market, with a consumer campaign around a snap shot of a day in the life of a 21st century woman, taking inspiration from social habits - a glass of wine after work, relaxing with friends, entertaining at home, or an evening alone. El Delirio Syrah/Malbec is the biggest selling wine in the Botalcura range. The brief was to capture the attention of women, who have been found to have more delicate and demanding palates. Botalcura has run this successful campaign in Chile through a living showcase, featuring a woman in a wine store window. Botalcura hope to extend this campaign to other countries. All bottles of Syrah Malbec will be accompanied by merchandising materials specifically targeted at women and will highlight the attributes of the wine.