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PRESS RELEASE
28 November 2006
Berlucchi to launch sparkling wines in attractive new gift cartons
The Italian sparkling wine brand Berlucchi enjoys its peak period in the winter's festive season. Using the classic champenois method, Berlucchi produces 4.7 million bottles of sparkling wine annually, which means that the company is the Italian market leader in terms of both quality and quantity. Now Berlucchi is launching its selection in elegant new gift packages.
The rolling hills of Franciacorta, in Northern Italy, provide the perfect soil and climate for growing Chardonnay, the main grape variety of Berlucchi sparkling wines. However, it was just fifty years ago that the idea of producing sparkling wine there was discovered by a young wine maker, Franco Ziliani. Today, his bold initiative has grown into a truly top-quality sparkling wine and a flourishing business. Berlucchi is the Italian No. 1 in sparkling wines produced using the classic bottle-fermentation method.
Affordable high quality
Sparkling wine is of course a popular gift and a natural part of celebrations. Therefore, a number of Berlucchi wines are sold in cartons, which are nice to give as a present and, on the other hand, provide an effective vehicle for image building and attracting buyers, thanks to the large printable surface. The cartons are manufactured by Litografia La Cartotecnica close to the Berlucchi wine yards. In recent months, the companies have been working closely together on a new gift package series. "To Berlucchi, the package must be attractive and communicate the high quality of the product, but nonetheless be affordable and cost-efficient to produce. The new cartons fully reach these targets," says Gianni Legnani, head of Communications at Berlucchi.
Sparkling wine consumption in Italy is very much concentrated to the festive season at the end of the year. Berlucchi's advertising however reminds consumers about the pleasure of drinking good sparkling wine at any time of the year, whenever you want to share a pleasant moment or enjoyable meal with somebody. "Our guiding light is to make our wines easily available through effective distribution channels, and to provide consumers good value for the money. The profit this generates can then be reinvested for further progress," Legnani says.
Dedicated package for each product line
The Berlucchi sparkling wine selection includes three distinct product lines, and there is a dedicated gift package for each. Wines that are sold via selected retailers, "enotecas" and restaurants are packed in cartons made of the Triplex Gris WLC board and micro-corrugated board. "We aimed at a surface that gives a resemblance of linen but did not want to use any costly special board grade. Instead, we invented a creative design using Triplex Gris and a vivid plastic coating, which gives exactly the desired impression," says Andrea Zanotti, head of Litografia La Cartotecnica.
The competition for the consumers' attention gets most fierce in supermarkets. To be the winner there as well, Berlucchi wanted to create an even more exclusive package for its Cuvée Imperiale brand, without compromising in the profit and affordability targets. The top liner material chosen was Stora Enso's Neocart board. "The board provides a smooth surface for an elegant print result, and also runs very well in our printing, finishing and converting process. Lower ink consumption is another big benefit," says Production Manager Ivan Baroni, who played a crucial role in the development of the new package. The graphic design was made by the well-known Italian designer Giacomo Bersanetti, founder of the Studio Grafico Artigiano design studio, which specializes in the wine and spirits area.
Service is the first priority
Since the project was started in June and everything had to be ready by September 1, quick board delivery and sheeting service became the first priority. The high service level was ensured by Cartiera Lombarda, an Italian partner and merchant of Stora Enso Packaging Boards.
"There were three different cartons to make, each in three sizes for one and two bottles and the magnum bottle, and each carton was to be laminated from three board sheets. Cartiera Lombarda provided effective customized sheeting services and all necessary board grades from stock, so that the customer's stringent demands were fully met," commends Renato Somekh, Sales Director at Stora Enso Italy.
Direct link to images:
For further information:
Stora Enso Italy
Renato Somekh, Sales Director
Tel. +39 02 250 37055
E-mail renato.somekh@storaenso.com
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