Set among old vines in Spain’s Priorat region — one of Europe’s most revered but least understood wine landscapes — this 24-suite property positions luxury hospitality at the heart of a working vineyard. Anchored within Clos de l’Obac, the Stein Group’s flagship retreat brings architecture, spa culture and gastronomy into direct conversation with terroir, offering guests rare access to a corner of Catalonia more often spoken about by sommeliers than travellers.
Spotlight was brought in to build awareness in the UK following the opening of a flagship hotel in one of Spain’s most tightly protected wine appellations. The remit focused on positioning the property not simply as a boutique retreat, but as the front door to Priorat itself — translating viticulture, landscape and winemaking heritage into a compelling proposition for British editors and travellers.
The hotel was framed through stories of vineyard life, spa culture and rare access to Priorat’s winemaking world — from sleeping among vines to grape- and olive-oiled rituals rarely opened to visitors. Architecture, wellbeing and adventure were woven into those narratives, from cycling routes through terraced hillsides to cellar tastings and harvest season, giving journalists a lens that goes far beyond rooms and rates.
For the British media, Spotlight positioned the property to journalists working at the intersection of travel, food, wine and design — the voices most likely to reframe Priorat for a luxury-curious audience. Outreach was selective, placing the hotel within wider conversations about European vineyard travel rather than treating it as a standalone rural escape.
Visibility in the UK was built through carefully timed, feature-led storytelling rather than short bursts of coverage, pacing attention around harvest cycles, culinary developments and seasonal travel moments that matter to wine-literate readers.
The work sustained the hotel’s presence within serious European wine and travel discourse, ensuring Priorat is understood not as a curiosity, but as a destination that rewards repeat editorial attention and long-form reporting.
The holiday destination for foodies that’s only a few hours away
– Rebecca Black, The Telegraph
The hard-to-reach Spanish wine region that’s worth the effort
– Sarah Gordon, The Times
The remote Spanish wine region that rivals Rioja
- Hannah Tomes, The Spectator
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