A new Prosecco concept by Zonin blends Glera and Pinot Noir, Pinot Grigio and Pinot Bianco.
Prosecco, the quintessential expression of Italian sparkling wines, is among the most-loved of the Zonin family wines in many international markets. With more than 20 million bottles sold worldwide (in Italy and abroad) in 2014, Prosecco is proving to be a real lifestyle phenomenon, able to attract new consumers around the world.
So far, Zonin has been producing Prosecco with 100% Glera grapes, focusing very much on the aromatic character of this grape, but the DOC regulation allows for Glera to be blended with a maximum of 15% of other varieties. Among these varieties there are: Pinot Noir, Pinot Grigio and Pinot Blanco.
This opportunity led Zonin to the idea of developing a new Prosecco concept, inspired by the colours of these grapes and their English translation - black, grey and white - to create three new Proseccos, with three different cuvèes, three distinctive tasting profiles and three very unique styles, dressed with three innovative packaging designs to communicate different messages and moods:
From a communication point of view, Zonin worked on the ‘Prosecco dress code’, a strong concept that leverages on the colour codes and the emotions that black, grey and white usually suggest to create a connection between the Prosecco and the consumers’ feelings and moods. “The message of the communication campaign planned on new media - website, Facebook, Instagram and YouTube - will be Zonin Prosecco - Dress Your Feelings. We’ve produced three impactful videoclips starring Francesco Zonin that introduces the three new Proseccos and the consumption styles they suggest.”
Massimo Tuzzi, Zonin 1821 general manager states: “Our Zonin Prosecco gained an amazing success all around the world, so we felt we should let this great performances endure and develop: we focused on product innovation, studying new varietals and wine formulas and we created new concepts in order to differentiate consumption styles. Prosecco Black, Grey and White are the results of this research”.
Presented in sneak preview at Prowein and Vinitaly with very positive feedbacks, the three new Proseccos will be gradually launched in the following target markets within 2015: Australia, United Arabian Emirates, Baltics, Czech Republic, Belgium, Canada, Nordics, Germany, Switzerland, US, UK and Italy.
The Proseccos will be showcased at TFWA World Exhibition (18-23 October in Cannes).
18 September 2015 - Felicity Murray The Drinks Report, editor
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