Riunite proudly introduces a redesigned look and innovative
messaging to engage loyal fans and new wine enthusiasts
NEW
YORK, Aug. 12, 2024 /PRNewswire-PRWeb/ --
Riunite, the historic Italian wine brand and global leader for
Lambrusco, reinvests in the U.S. market with an updated label and
new communications campaign, "On Ice...STILL Nice!" This summer,
Riunite proudly debuts new labels that seamlessly blend classic and
modern elements and reinforce its position as the world's leading
Lambrusco. Alongside the new label, Riunite invests in a new
website, social media, influencer marketing, communications, and
events under the campaign, "On Ice... STILL Nice!" Recognized as
one of Italy's pioneering brands
in the American market as the No. 1 imported wine in the U.S. from
1976 until 2000 and hitting its peak in 1985 with 11.5 million
cases sold, Riunite continues to honor its heritage while adapting
its position to appeal to new consumers.
The Rise of the Lambrusco Category
The introduction of Riunite's new labels and communication
campaign comes at a pivotal moment, as Lambrusco, which is at the
forefront of Riunite's offerings, is now the #3 selling Italian red
varietal and ranks #2 in cases sold, with a growth of +1.5% per
POD*. Building on Lambrusco's market dominance, Riunite Lambrusco
perfectly aligns with current consumer trends, featuring a
naturally low alcohol content of only 8% ABV. Additionally, the
rest of the portfolio offers an ABV ranging from 6% to 8%, meeting
the growing consumer demand for lower-alcohol wines. Furthermore,
Riunite recently released their latest libation: The Riunite
Lambrusco Spritz, made with one part Riunite Lambrusco and one part
sparkling wine, complemented by a splash of lemonade or a squeeze
of lemon, served over ice and garnished with a vibrant lemon wheel.
The introduction of the spritz underscores Riunite's aim to
resonate with a dynamic and contemporary consumer base.
Reaching New Consumers
The redesigned packaging and updated communication efforts were
developed with careful consideration of Riunite's long-standing
heritage and the evolving tastes of modern consumers. "Our goal was
to create a design that respects our storied past while appealing
to the next generation of wine lovers," said Mina Rouas, VP of Marketing & Trade
Development at Fredrick Wildman. "The new labels are not just an
aesthetic update; they represent our commitment to quality and our
passion for innovation. By incorporating elements that resonate
with a younger audience, we aim to broaden our appeal and ensure
our wines are enjoyed by a new wave of enthusiasts. We believe this
fresh look will strengthen our connection with loyal customers and
attract new enthusiasts to the Riunite family."
Riunite 'On Ice…STILL Nice!' - The New Label & Campaign
The new labels are emblematic of Riunite's rich history and
feature refined design elements that pay homage to the brand's
Italian roots while also appealing to contemporary wine
enthusiasts. Each varietal label presents a sleek, modern approach
utilizing a single color to convey each wine style and includes a
sketch of the landscape of Emilia
Romagna, highlighting the wine's connection to its land and
place. Additionally, for the first time, the bottle is embossed
with the distinctive Riunite 'R' on both the 750 ml and 1.5 ml
sizes.
With its redesigned packaging and strategic investments, Riunite
is reaffirming its status as a leader in the wine industry. The
brand, in collaboration with Colangelo & Partners, is
revitalizing its social media presence to reconnect with loyal
longtime fans while also engaging a new generation. Riunite is also
embracing its heritage with a modern twist, reintroducing the
iconic slogan 'Riunite on Ice, That's Nice' with a fresh take: 'On
Ice… STILL Nice.' This nostalgic yet contemporary revival
highlights the brand's commitment to honoring its past while
looking toward the future. Additionally, Riunite is producing a
dynamic mix of studio content and graphic design, blending modern
aesthetics with a nod to its retro roots. This visual identity
extends to collaborations with content partners who are developing
a comprehensive asset library for the future, alongside an updated
website that showcases this refreshed approach.
While the label design was executed by the Riunite team,
Phil Williams, Executive Creative
Director at HALO, and his team played a pivotal role in creating
the updated creatives to bring the new label to life. Williams
expresses "We wanted to capture the new label color in a bold and
energetic way with dynamic stripes harking back to Riunite's 1980s
heyday. We wanted the consumer to quickly digest the essential RTB
takeaways from 5 feet away. The tagline, 'On ice... Still nice!'
reinforces Riunite's message: We have a new look, and we're still
the same classic Lambrusco you know and love. The message appeals
to existing consumers while enticing new consumers to discover the
Riunite brand".
Additionally, the overarching communications campaign, also
developed with Colangelo & Partners, includes paid media
opportunities with national publications through Vox Media (Eater
& Thrillist) alongside targeted opportunities in publications
within target markets such as Atlanta Magazine and LOCALE Magazine
in Southern California.
The brand's efforts to engage with a new generation of consumers
underscore its dedication to staying relevant and forward-thinking
in a competitive market. As Riunite continues to innovate and
adapt, it remains committed to its mission of delivering
exceptional wines that captivate consumers around the world. The
new labels are a testament to Riunite's enduring legacy and its
bright future in the global market
About Riunite
Riunite, established in 1950, is an Italian wine brand rooted in
collaboration and excellence. Originating from a coalition of 9
co-op wineries in the Province of Reggio Emilia, Riunite has grown
into a global leader in grape and wine production. With over 1,450
families of winegrowers, 8 cooperative winemaking centers, and
4,600 hectares of vineyards, Riunite processes 89,000 tons of
grapes annually. Committed to sustainability and quality, Riunites
portfolio represents a diverse range of varietals, including its
renowned Lambrusco. Produced without added sugars, Riunities wines
offer an approachable character and natural sweetness. In every
bottle, Riunite invites you to savor the essence of Italian
craftsmanship.
- NielsenIQ Total US x AOC dollar sales 26 weeks ending
4/13/24
Media Contact
Shelby Sonkin, Colangelo &
Partners, (646) 624-2885, ssonkin@colangelopr.com
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