This ad for Carmen Reserva Cabernet is consumer-oriented, and part of the lifestyle subset. Wine drinkers definitely have their way of seeing food, figuring out what pairs well with what. The visual in this ad reinforces that idea, that a wine drinker would look at a cow or piece of beef and just think about what it would taste like with a cab, pinot, or another wine.
The strategy is to appeal to the target in a way that’s very specific to his or her lifestyle. Like I said above, wine drinkers see food for how it will taste paired with the perfect wine. Carmen Reserva knows and recognizes this and because it’s so true to life, I think that it connects well.