Berlucchi Franciacorta Celebrates Growth in the US Market
As the year comes to a close, Berlucchi proudly recognizes a remarkable +60% increase in sales within the US market. This achievement marks a significant milestone for the esteemed Franciacorta producer.
Unveiling the Times Square Campaign
Berlucchi Franciacorta, a pioneering winery known for introducing Franciacorta Metodo Classico to the world, has illuminated Times Square with its brand promotion. The stunning 55 x 31 ft billboard located at 1560 Broadway showcases the company’s captivating Lampadina (Lightbulb) video, emphasizing that "Berlucchi is always a good idea." This innovative campaign not only highlights the brand's elegance and creativity but also reinforces its growing presence on the global stage.
The Impact of the Lampadina Video
The Lampadina video aired every hour for 15 seconds, representing Berlucchi’s commitment to introducing Franciacorta to the wider global audience. This initiative follows the remarkable 60% year-over-year growth, underscoring Berlucchi’s leadership in familiarizing American consumers with premium Franciacorta.
Strong Retail Partnerships Drive Success
Berlucchi's success in the United States is greatly enhanced through strong partnerships with leading retailers such as Eataly, Total Wine & More, and wine.com. These collaborations play a crucial role in educating consumers about Franciacorta, a premium sparkling wine acclaimed for its traditional production methods and sustainable practices. With a commitment to excellence that respects its heritage, Berlucchi has become a favored choice for sparkling wine lovers across the nation.
Insights from Leadership
Cristina Ziliani, managing director of Guido Berlucchi & C. S.p.A., shared, "The Times Square campaign transcends mere advertising; it's a celebration of Franciacorta’s rising reputation as a world-class sparkling wine. Our growth is a testament to the increasing appreciation for the craftsmanship that defines Franciacorta. We aim to expand our reach and share Italian excellence more broadly with our audience."
Charles Lazzara, CEO of Volio Imports, echoed this sentiment, stating, "Berlucchi is successfully elevating Franciacorta's profile in the US market. This Times Square campaign exemplifies their bold vision and commitment to conveying the unique narrative of Franciacorta, and I am proud to partner with such an exceptional brand."
Franciacorta's Growing Popularity
This is a defining moment for sparkling wine in the United States, as evidenced by many consumers developing a preference for Franciacorta as an elegant alternative to Champagne. The evolving tastes of consumers seeking authenticity and luxury in wines are bolstering Franciacorta's popularity. However, research indicates that the demographic of sparkling wine drinkers is shifting, with a greater percentage identifying as Millennials, who typically have higher disposable incomes and reside in urban settings.
Connecting with Younger Consumers
Berlucchi, as a pioneering force, embraces these market trends while championing the region's rich winemaking heritage. By adopting contemporary marketing approaches, including the impactful Times Square campaign, Berlucchi strives to resonate with a younger audience passionate about authentic sparkling wine experiences.
About Berlucchi Franciacorta
Founded in 1961, the Guido Berlucchi winery has a rich legacy initiated by the skilled hands of Franco Ziliani and Guido Berlucchi. They crafted the first classic method wine in the Franciacorta region. Today, the winery is led by Ziliani’s three sons: Cristina, Arturo, and Paolo, who carry on their father's mission of promoting innovation while maintaining sustainable practices. Berlucchi's wines have gained international acclaim for their quality and craftsmanship, making the winery a sought-after destination for wine enthusiasts worldwide. Visitors can explore the historic wine cellar, built ten meters below ground, which continues to amaze newcomers with its deep storied history dating back centuries.
Frequently Asked Questions
What significant milestone did Berlucchi achieve in the US market?
Berlucchi celebrated a +60% increase in sales, marking remarkable growth in the US market.
Where can you see the Times Square campaign for Berlucchi?
The campaign is showcased on a large billboard located at 1560 Broadway in Times Square.
What is unique about Franciacorta wine?
Franciacorta is a sparkling wine made using traditional methods which allow it to rival Champagne in quality and taste.
Who are the key leaders at Berlucchi Franciacorta?
Notable leaders include Cristina Ziliani, managing director, and Charles Lazzara, CEO of Volio Imports.
How does Berlucchi engage with younger consumers?
Berlucchi utilizes contemporary marketing strategies like the Times Square campaign to connect with younger wine enthusiasts.
