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: <i>Roust Americas / Gancia Sparkling Wines</i>
What's Driving This Trend
- Emotional Marketing
- Developing marketing campaigns that evoke emotional connections with consumers, aimed at Millennial consumers.
- Experiential Branding
- Creating interactive brand experiences that relate to consumer values and interests, in order to establish deeper emotional connections.
- Social Media Engagement
- Using social media channels to reach and engage with the Millennial consumer demographic.
Who This Affects Most
- Wine and Spirits
- Opportunities for wine and spirits companies to rebrand and target younger, socially-conscious consumers by utilizing experiential branding and emotional marketing.
- Event Planning
- Opportunities for event planners to create fashion-themed events that connect with the Millennial consumer demographic and promote brands that utilize emotional marketing.
- Social Media Marketing
- Opportunities for social media marketers to help companies successfully engage with the Millennial demographic through campaign development and the launch of dynamic social media channels.
