Gancia Sparkling Wines, which was founded in 1850, is now introducing a new marketing platform by the name of "drink beauty" that aims to connect with Millennial consumers. Specifically, the new platform and packaging for the sparkling wines is meant to inspire an emotional connection and share the beauty of Italy in all of its forms.
As Roust Americas CEO Leonid Yangarber describes, "With 'drink beauty' we want consumers to feel this beauty and, more broadly, to take pleasure in life's beautiful moments both large and small. This approach to life is something that resonates with Millennial consumers who both value experiences and desire brands to which they can connect on an emotional level."
The drink beauty platform is set to be supported by everything from new packaging and POS materials to relaunched social media channels and fashion-themed events.
Image Credit: Roust Americas / Gancia Sparkling Wines