Carnaval Showcased as Everyday Wine of Celebration as International Spotlight Shines on Brazil
Consumer Campaign to Highlight Spirit and Culture of South America's Largest Country
PALM BEACH, Fla., July 9, 2013 /PRNewswire/ -- Carnaval, the sparkling Brazilian wine brand and the country's leading wine export to the U.S., is taking center stage in a series of consumer initiatives as worldwide anticipation builds for the FIFA World Cup in 2014 and the 2016 Summer Olympics in Rio de Janeiro. With Brazil celebrating its recent Confederations Cup victory over Spain, the campaign from U.S. wine and spirits company Island Club Brands (ICB) of Palm Beach, Fla., is a well-timed opportunity to introduce American consumers to the fifth largest wine producing nation in the southern hemisphere, known for its outstanding moscatos as well as other popular varietals.
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"No country in the world embraces life and celebrates like Brazil," said ICB president Matti Anttila. "Carnaval is the #1 Brazilian wine in the U.S., where the popularity of sparkling wine is growing. As we expand consumer awareness of Carnaval and other wines from Brazil, we are taking advantage of an extraordinary opportunity to give American consumers a taste of one of the most special places on earth."
The Carnaval brand, including moscato, moscato rose and brut, was successfully launched in test markets during the summer of 2012 at the height of the moscato phenomenon that saw extraordinary U.S. category growth over the last few years. The popularity of moscato continues to be driven by the broad appeal of light-bodied, fruit-forward wines among "millennial" consumers. Popular recording artists have professed their preference for moscato in hit songs, further driving demand and making it a nightlife staple, often mixed with spirits like vodka or rum.
In August, ICB and Carnaval will launch a series of trade, media and consumer initiatives in major markets across the country celebrating the best of authentic Brazilian culture, including the friendly, outgoing disposition of its people and their passion for celebration. ICB has retained Raleigh, N.C.-based French/West/Vaughan, an award-winning brand marketing agency known for its expertise in wine, spirits, fashion, sports and entertainment, to handle campaign development and execution.
ICB actively works with government and industry supported Wines of Brazil in the effort to replicate the success and awareness of its South American neighbors as a producer of world-class wines. As an example of the results of those efforts, ICB's Aurora Cellars Reserva Tannat was recently added to the Sommelier Selection on the wine list of Morton's Steakhouse, one of the most prestigious steakhouse chains in the world. The listing marks the first time a Brazilian wine has been featured on the wine list of a major U.S. restaurant chain.
"With a rich tradition of winemaking that can be traced back to the heritage of its European immigrants, Brazil is the sleeping giant in the international wine market," said Anttila. "As Americans have discovered moscato and the overall quality of Brazilian sparkling and still wines, Carnaval has quickly established itself as a desirable brand among trend-conscious consumers. With the eyes of the world now turning to Brazil, the party is just getting started."
About Island Club Brands
Island Club Brands (ICB) is a wine and spirits brand development company focused on the creation of truly innovative new products and redevelopment of historically significant brands. Current spirits brands include Chicken Cock American Whiskey, a rebirth of the former house whiskey at the Cotton Club during Prohibition, Cabana Cachaca, named one of the top 50 spirits in the world by Wine Enthusiast Magazine in 2011, and launching in the Fall of '13, General Beauregard Dixie Vodka, a handcrafted vodka produced in Charleston, South Carolina. Wine brands include Carnaval Brazilian Sparkling Wine, a trendsetting brand launched in 2012 that is the first to bring the flavors of Brazil's emerging wine region to consumers in the United States. ICB is also the U.S. importer for Vinicola Aurora, the most important winery in Brazil.
SOURCE Island Club Brands
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