CASE STUDIES
Giving a brand an identity: Alto Adige Wines from Italy
The Challenge: Initial Findings
- The wine region had a confusing brand identity, often referred to as both Alto Adige and Sudtirol
- Most consumers associated the wines with Germany or Austria, not Italy
- Too many varietals were showcased by the wine growers and marketers, without any focus
- There was a lack of general knowledge about the diversity and quality of wines available from the region, most were considered "thin" or "acidic" coming from such high altitudes
The Strategy: Repositioning Tactics
- Rebranded the region with the slogan, "Alto Adige, Wines from the Italian Alps" and developed visuals to reinforce the tagline which took advantage of America’s positive attitude towards all things Italian
- Organized fact-finding mission and press trips to cultivate lifelong "ambassadors" for the brand
- Orchestrated aggressive media outreach program to heighten awareness of Alto Adige as one of Italy’s premier wine regions
- Promoted both red and white wines from the regions, however, narrowed focus to four key varietals to simplify the message: Gewürztraminer, Pinot Bianco, Lagrein, and Pinot Nero
- Mounted grand tastings and technical seminars for press and trade with over 25 producers from the region
The Results
- New York City grand tasting has become an annual event - attracting nearly 400 influential members of the press and trade in 2008
- High brand visibility at multiple press, trade, and consumer seminars around the country, including a targeted tasting at the Society of Wine Educators conference, and an Aspen Food & Wine Classic seminar hosted by noted restaurateur Danny Meyer
- Feature articles and press clippings reached over 240 million circulation in 2008 alone
- Alto Adige moved out of sommeliers’ "best kept secret" category and into the fast lane of wine consumers’ awareness
Contact
Alto Adige Wines US Campaign
Via Perathoner 10
Bolzano, 39100
Italy
Tel: 0471945690
Fax: 0471945692
Fax: augschoell@hk-cciaa.bz.it
Visit their Website:
www.altoadigewines.com
