Depletions last year were up 30% over the previous year, said Shawn Balzano, national sales director of the Zonin family’s U.S. import unit, 1821 Fine Wine & Spirits.
The Castello del Poggio line-up includes America’s favorite Italian Moscato, a DOCG Moscato d’Asti, a new delle Venezie DOC Pinot Grigio, an Extra Dry Prosecco, a Rosé, and two red blends: “Smooth Red” and “Templar’s Red.”
“The new packaging speaks clearly and directly to Castello del Poggio’s growing diversity of millennial and Gen Z consumers,” explains Mike Wolff, 1821 Fine Wine & Spirits’ Head of Consumer & Trade Marketing. Tasting notes are in English and Spanish. Back labels confirm that contents are gluten-free, dairy-free, and vegan-friendly. An easy-to-read sweetness/dryness scale has also been added.
Two offerings are undergoing a name change: The former Castello del Poggio Sweet Rosé is now “Castello del Poggio Rosé.” The Sweet Red Provincia di Pavia becomes “Smooth Red” – the latter a runaway success in the U.S., experiencing 50% growth in volume within the past year.
Shippers and merchandising materials now sport QR codes for seasonally updated content to keep the brand current.
Front labels feature delicately drawn flowers indicative of the primary aroma associated with each wine: orange blossom for the Moscato IGT, honeysuckle and orange blossom for the DOCG Moscato, French broom for the DOC Pinot Grigio, jasmine for the Prosecco, peach blossom for the Rosé, wild roses for the Smooth Red, and red peonies for the Templar’s Red. The floral theme continues in illustrated screwcaps for the premium high-shouldered bottles, exceptions being the prestige DOCG Moscato d’Asti 2020 and DOC Prosecco, both of which remain sealed with a classic cork closure.