Zonin is the market leader in Germany (in food retailers) in the Prosecco Spumante category (20% market share in a 4,000,000 bottles market) and in the still wine category, but only second place in the Prosecco Frizzante category, which comprises 20,000,000 bottles .
The category is divided and dominated by large private labels selling at very low prices (€ 2 / € 2.50). We are, however, in a price segment of € 4 to € 5, in which category the only major producers are La Gioiosa, Martini and Scavi & Ray are (bottles with labels attached). Our product: Our Prosecco Frizzante (0.75l) is a light, fresh, sparkling Prosecco that reflects the Italian way of life and stands for indisputable enjoyment. The current label is quite clearly recognizable on the shelf, but is not particularly attractive (see appendix orange label "Zonin Prosecco Frizzante"). In order to improve our position in the German market, we are looking for an out-of-the-box label that stands out from the competition.
Description of the product target audience
Dynamic and open-minded consumers who want to enjoy themselves and want to bring home Italian pleasure.
We are looking for an "out-of-the-box" idea for a new fresh, innovative and attractive label for our Prosecco DOC Frizzante. The word "Prosecco" is to be strongly emphasized, it can also be larger than the brand name Zonin. One example that we like is the "Di Wine Frizzante" Label, which is attached here.
What to avoid
Traditional "codes" of the wine communication, which are seen too often on wine / Prosecco bottles