"Dress Your Feelings": Zonin Launches Prosecco Black, Grey and White Editions
A New Prosecco Concept by Zonin with a Blend of Glera Grapes and Pinot Noir, Pinot Grigio and Pinot Bianco
28 Apr, 2015, 09:00 ET
GAMBELLARA, Italy, April 28, 2015 /PRNewswire/ --
Prosecco, the quintessential expression of Italian sparkling wines as well as the symbol of the Zonin brand, thanks to its dynamism and versatility, 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.
(Photo: http://photos.prnewswire.com/prnh/20150427/740873 )
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 wine makers to blend Glera with maximum 15% of other varieties. Among these varieties there are: PINOT NOIR, PINOT GRIGIO and PINOT BIANCO.
This opportunity led us 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 3 new Proseccos, with 3 different cuvèes, 3 distinctive tasting profiles and 3 very unique styles, dressed with 3 innovative packaging designed to communicate different messages and moods:
- PROSECCO GREY EDITION: Glera & Pinot Grigio cuvèe, a sparkling wine with an unmistakable personality, where the intense aromatic notes of Glera perfectly marry with the fruity notes of Pinot Grigio. The mood it evokes is: modern, cool, informal, dynamic and urban.
- PROSECCO WHITE EDITION: Glera & Pinot Bianco cuvèe, a sparkling wine of great freshness and versatility, where the intense aromatic notes of Glera perfectly mingle with the floral and fresh notes of Pinot Bianco. The mood it evokes is: free, young, graceful, joyful and timeless.
- PROSECCO BLACK EDITION: Glera & Pinot Noir cuvèe, where the intense aromatic notes of Glera are accented by the finesse and the elegance of Pinot Noir. The mood it evokes is: mysterious, elegant, enchanting, sexy and charming.
From a communication point of view, we worked on the Prosecco Dress Code, a strong concept that leverages the colour codes and the emotions that black, grey and white usually suggest to create a connection between our Prosecco and the consumers' feelings and moods. The claim of the communication campaign we're planning on new media - mainly web, Facebook, Instagram and YouTube - will be Zonin Prosecco. Dress Your Feelings. We produced 3 impactful videoclips starring Francesco Zonin that introduces the 3 new Proseccos and the consumption styles they suggest.
Massimo Tuzzi, ZONIN1821 General Manager stated: "Our Zonin Prosecco gained an amazing success all around the world, so we felt we should let this great performance 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 3 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, USA, UK and Italy.
SOURCE Zonin 1821
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