Ciao! Boutinot Brings La Dolce Vita To New Italia Packaging
Recognising the need to attract new consumers to the Italian wine category, Boutinot has revamped its Italia brand with a look that digs deep into, and clearly communicates, the roots of Italian food and wine culture.
First released to the multiple retail sector ten years ago, Italia today comprises six wines from different viticultural regions around the country. The new labels take inspiration from Italian poster art of the 1960s for an authentic, stylish look and feature locally sourced food matching tips on the back labels.
The revamp is supported by an integrated social and digital media campaign built around Italia’s new Brand Ambassador, Italian food writer Eleonora Galasso. Recipes devised by the author of the ‘As The Romans Do’ cookbook will be available at italiawines.co.uk for each of the wine styles on sale.
“Italian wine is the second most important category in the UK, but it’s in decline, and is failing to attract new consumers,” comments Fran Draper, Head of Customer & Brand Marketing at Boutinot. “New recruits are being seduced by countries like New Zealand and Argentina and their contemporary attitude to wine branding and marketing; if we want to attract new consumers, we have to adopt a similarly modern, fresh approach.”
Boutinot embarked on a programme of consumer insight, taking in feedback from current and potential customers, and internal category analysis ahead of the revamp. “This has led to a look that clearly says ‘Italy’, from the style and grape to the imagery on the front label. We have given Italia several refreshes over the years but this time we’ve taken a revolutionary rather than evolutionary stance, injecting some more Italian personality into the brand, and creating a support package that will build trial and loyalty,” she adds.
The Italia range now comprises: Primitivo and Sangiovese from Puglia, Pinot Grigio delle Venezie, Pinot Grigio Rosé di Pavia, Prosecco and Sparkling Pinot Grigio Rosé. All are available in full 75cl bottle at RRP £8, and 37.5cl mini bottle formats at RRP £2 to the multiple retail sector.
Established in 1980, Boutinot is today one of the UK’s longest standing, independent importers and producers of wines for the full spectrum of the Off and On-Trade. Its comprehensive ‘Made by Boutinot’ portfolio sits alongside and complements the 100-plus agencies that the company is proud to represent.
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Date of issue: 4 September 2017
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