New Campaign in the United States
Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. Announces 2019 Communications Campaign for US Audience
The Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. is pleased to announce its 2019 communications program for the United States. The Consorzio of vine-growers, winemaking companies and bottlers from Italy’s Conegliano Valdobbiadene, which was established to safeguard the standards of what eventually became the D.O.C.G criteria in crafting wines of the highest quality and distinct provenance, is celebrating the 50th anniversary of the appellation. Their mission is to increase appellational recognition of D.O.C.G. Conegliano Valdobbiadene Prosecco Superiore and its nuanced, complex, world-class sparkling wines. The United States is the 4th largest importer of Prosecco Superiore, and the Consorzio hopes to further engage its loyal audience while introducing new sparkling wine lovers to the D.O.C.G. category.
The aim is to educate the trade and public about everything D.O.C.G. Conegliano Valdobbiadene Prosecco Superiore has to offer – regionality, authenticity, and high standards in winegrowing and winemaking. For example, many consumers don’t realize that only D.O.C.G. Conegliano Valdobbiadene Prosecco Superiore includes the Cartizze (aka the “Grand Cru” of Conegliano Valdobbiadene) and the Rive, category which can come from the steep hillsides and embody impressively perceptible terroir differences.
The Consorzio also hopes to attract new consumers with a greater emphasis on its unparalleled quality-to-price ratios. Though Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. wines tend to be priced slightly higher than traditional Prosecco, the wines are still immensely affordable given the quality, making them desirable for a range of consumers. The wines are relatively low in alcohol as well, and offer a range of styles, dosage and terroir, all of which boost D.O.C.G. Conegliano Valdobbiadene Prosecco Superiore’s appeal to an increasingly health-conscious society as well as its enhancing ability to pair with a host of cuisines.
The trade campaign will include working with three well-respected sommelier ambassadors including Amy Elizabeth Thurmond of Leuca in Brooklyn, New York, Jennifer Wagoner of Sepia and Proxi in Chicago and Iris Rowlee of Perbacco and Barbacco in San Francisco. Their work will include spokesperson roles, an in-depth restaurant educational program and participation in targeted trade events. The press campaign includes a series of events, a sampling program, social media engagement and ongoing press outreach. The advertising campaign is focused on online partnerships with key wine and food influencers.
“We are excited to launch such a strategic and comprehensive communications campaign effectively targeting both trade and press,” says Innocente Nardi, President of the Consorzio of Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. “The US is an extremely important market for our top quality, world class sparkling wines.”
The list of Conegliano Valdobbiadene Prosecco Superiore D.O.C.G. wineries that will participate in the US communications campaign include Adami, Andreola, Astoria, Bacio Della Luna, Bellenda, Biancavigna, Bortolin Angelo, Bortolomiol, Bortolotti, Canevel, Cantine Vedova, Col Sandago, Col Vetoraz, Conte Collalto, Drusian, Il Colle, La Farra, La Marca, La Vigna di Sarah, Le Colture, Malibràn, Masottina, Mionetto, Montelvini, Perlage, Sanfeletto, Santa Margherita, Sommariva, Tenuta 2 Castelli, Tenuta Degli Ultimi, Toffoli, and Valdo.