Italian Wine Brands has updated the logo and pack for prosecco mark Gemma Di Luna and launched an 18.7cl-bottle three-pack format in the US.
The new logo features the word ‘Gemma’ in a larger font than the previous iteration (below), a move the company said “[reflects] how consumers commonly refer to the brand”. The “refreshed brand identity” has been rolled out “nationwide” in the US, Italian Wine Brands said.
Alongside its new branding, Gemma Di Luna prosecco, which is managed in the US by Italian Wine Brands-owned importer Enovation Brands, has been launched in a three-pack of 18.7cl bottles with an SRP of US$19.99.
Milan-listed Italian Wine Brands said the three-packs “offer consumers an attractive option for single-serve occasions, gifting, and on-the-go enjoyment”. It added: “The multi-pack helps retailers drive higher basket value and increase average ring while meeting growing demand for convenient, premium wine formats.”
“Today’s wine drinkers are looking for approachable styles, distinctive packaging, convenient formats and wines that fit seamlessly into their lifestyles,” said Enovation Brands national marketing director Lisa Schuster. “Our restyled brand identity and new three-pack reflect those preferences while preserving the quality and character that define Gemma di Luna.”
In May, trade organisation the Consorzio di Tutela del Prosecco DOC signed a three-year agreement with the Internazionali BNL d’Italia tennis tournament to promote the sparkling wine category. The partnership sees the consortium named ‘official partner’ and ‘official sparkling wine’ of the event.
