In true Italian style, the product looks the part – but will it sell among British men?
Ombra Di Pantera has launched a super-premium prosecco in the UK, with the typical Italian style and a plan to appeal to male prosecco drinkers.
Ombra Di Pantera has controlled designation of origin (DOCG) status and will launch in high-end bars and retail outlets, mainly in London, it said. The £1.5 million UK launch will be supported with an integrated marketing campaign including PR, social media, experiential and trade marketing activity, encouraging consumers to ‘step out of the shadow’ and upgrade their choice of prosecco.
The sparkling wine is one of the strongest performers in the entire category, with growth in prosecco helping to offset a decline in the still wines sector last year.
But the drink has traditionally been more popular among women, and hasn’t really penetrated the male market.
Ombra Di Pantera is described as ‘dry, fresh, light in the mouth and fruity’. It is crafted with the finest glera grapes from a ‘delicately cultivated’ vineyard in northeastern Italy. As well as its premium positioning, it will set itself apart from other proseccos by appealing to a growing audience of male prosecco drinkers, who the brand said were interested largely in the quality and provenance of their wine.
Each bottle will retail with a price of £24.99.
Francesco Vanoli, director of Ombra Di Pantera, said: “We consume 38 million bottles [of prosecco] a year in the UK, but only now are we becoming aware of the different qualities of prosecco.
“Prosecco is adored year-round and sometimes it’s far too easy to pick up the first bottle off the shelf without giving any thought to the quality. We have set out to create a prosecco of exceptional quality, for genuine connoisseurs of Italian wine.”
“We’re here to ask the UK to ‘step out of the shadow’, and out of their comfort zones. It’s our passion to inspire and educate curious drinkers on the genuine craft, provenance and heritage behind each bottle of Ombra Di Pantera. Success for us isn’t about selling millions of bottles but rather more tapping into a mindset and curiosity of a public that have largely been starved of the best quality Prosecco there is. It’s our passion to ensure that we educate consumers to enjoy the best Prosecco around.”
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