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Prosecco, a sparkling wine from the Veneto
region of Italy, was undermarketed in the U.S.
Mionetto sought to overcome this, as well as
the American perception that 'bubbly' is just
for weddings and New Year’s Eve. DCI saw a
place at the table for Mionetto by positioning
Prosecco as the perfect accompaniment to a
variety of foods, and a refreshing drink anytime.
These themes were then distilled through program
components such as trade targeting, press luncheons
and tours to the Veneto, tasting opportunities for
lifestyle arbiters, and a media blitz of print,
broadcast and internet placements mixing food
and wine, lifestyle, and travel media.
REAL RESULTS
With key story placements keeping the profile
fizzing, Mionetto has become synonymous with
Prosecco. The product is enjoying both increased
distribution and a growing reputation for enhancing
any occasion. Plus sales have grown 40% - we’ll
raise a glass to that!
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T: 212 660 6785