Cantina Pizzolato in collaboration with Natural Merchants and our nationwide distribution network, has joined forces with the Consorzio Tutela Prosecco DOC to help promote their Prosecco DOC products including their newest launches Pizzolato M*USE Prosecco DOC and Pizzolato Rosé Prosecco DOC. The Consorzio hired the well-established wine industry public relations firm Colangelo Partners based in New York to create and manage the campaign.
From Colangelo Partners:
“During the past few years of constant work, the C&P team has contributed to effectively promoting and consolidating the Prosecco DOC denomination through targeted actions aimed at educating the trade, media, and consumers in the United States. The attention towards Prosecco has grown exponentially during the recent years, as it can be seen by the number of articles published, audience reached and Google search trends for “Prosecco DOC” within the United States. Through the Casa Prosecco DOC website, the Consortium at an international level and C&P at a national level continue their activity to promote and protect the appellation.”
“The growing trendline (of Google searches) shows that the American public recognizes more and more the value of the word “DOC” combined with “Prosecco.” In 2019, most of the searches took place in the more mature markets (New York and California). In 2020 there was an increase in interest in other states (Florida and Texas): this could be the result of the digital and ecommerce activities carried out with the National Prosecco Week 2020.”
Prosecco DOC 2021 Campaign Goals
- Educate wine professionals and consumers in the United States on the quality, authenticity and origin of Prosecco DOC.
- Increase visibility and support sales in primary and secondary markets by carrying out activities promoted by Prosecco DOC.
- Improving the perception of Prosecco DOC and Prosecco DOC Rose’s quality among industry professionals, press, influencers and consumers also through food pairings.
- Promote the Martinotti Method as a quality production method and improve its perception.
- Expanding the «Prosecco DOC Friends Community» through Media Relations, Influencer Marketing partnerships with lifestyle outlets.
- Protect the category from inaccurate articles or fake news coming from the United States and other countries.
- Link the image of Prosecco DOC to high-level cultural events through targeted sponsorships.
Key audiences for the campaign include both consumers and trade, focusing on getting the message out through publicity with traditional print media, online media and social media influencers, as well as paid consumer and print advertising and social media advertising. There will also be a series of events to highlight publicity around the 4th National Prosecco week in July.
Pizzolato Proudly Joining Forces with Campaign
In 2020, Cantina Pizzolato introduced the beautiful Pizzolato M*USE Brut Prosecco DOC. This fully sparkling, more effervescent and complex Prosecco has a “mushroom” cap and cage which keeps in the beautiful and lively bubbles. The M*USE bottle is elegant and eye-catching, part of the “Wine & Design” experience from La Cantina Pizzolato. The bottle’s unique 3D diamond design is meant to inspire the muse within, while also being a “multi-use” bottle that can have a variety of post-consumption uses. This bold sparkling Prosecco has been selling nationwide as a great choice for special celebrations or any meal calling for a bold sparkling option.
After many years of discussion, in May 2020 the Prosecco DOC Consortium in Italy approved the introduction of Rosé Prosecco DOC – and Pizzolato is the first to introduce the Organic Pizzolato Rosé Prosecco DOC. This combines two of the hottest wine trends over the past 10 years – rosé and Prosecco – and should be a big hit among wine lovers everywhere. When Prosecco Rosé arrives, the Consortium expects it to be popular, anticipating total production to be “up to 30 million bottles per year.” Pizzolato’s estate-grown Pinot Noir grapes showed good acidity levels and retain their distinctive flavors of violet & red berry. The nose has intense aroma, with delicate hints of white flowers, apple, and pear, typical of Prosecco, which blend with recognizable notes of red fruits. The resulting wine is fresh, with velvety mouth feel and good acidity.
Pizzolato Campaign Specifics
Pizzolato is actively working with Colangelo Partners to position Pizzolato as the premier Rosé Prosecco DOC option. Trade stories are already in the works, and the firm is actively pursuing consumer press leading up to the official launch of Rosé Prosecco DOC this spring. Natural Merchants has sent a press release targeted at the trade media announcing the launch, as well as a trade blog post announcing the pending arrival and the wine has been submitted for wine scores. As the importer, we at Natural Merchants have been working with distribution partners across the country to build anticipation for the new launch. Once available, we will be active on our own social media channels and reach out to key social media influencers and bloggers to create an additional buzz for the first Rosé Prosecco DOC to hit the market. We will also be actively pushing for trade and consumer awareness of all Pizzolato DOC Proseccos during the National Prosecco Week, and we will be offering special promotional pricing throughout the campaign.