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Boutinot gives Italia portfolio makeover

Published:  04 September, 2017

Boutinot has given its Italia range a heritage-inspired makeover to boost the Italian wine category in the UK.

Designed to attract new UK consumers to the Italian wine aisle, the overhauled portfolio features updated labels based on Italian poster art of the 1960s in a bid to create an “authentic and stylish” look.

In addition, they include locally sourced food matching tips on the back labels.

The new look for the six-strong portfolio - the first revamp in four years, "digged deep into and clearly communicated" the roots of Italian food and wine culture, said Boutinot, adding it followed a programme of consumer insight and internal category analysis.

“Italian wine is the second most important category in the UK, but it’s in decline, and is failing to attract new consumers, with recruits being seduced by countries like New Zealand and Argentina and their contemporary attitude to wine branding and marketing,” said Fran Draper, head of customer & brand marketing.

“If we want to attract new consumers, we have to adopt a similarly modern, fresh approach and the new look clearly says Italy from the style and grape to the imagery on the front label." 

Boutinot has given Italia several refreshes over the years, but this time it had taken a "revolutionary rather than evolutionary stance", she said. 

"We have injected some more Italian personality into the brand and created a support package that will build trial and loyalty."

Boutinot is supporting the relaunch with an integrated social and digital media campaign built around Italia’s new brand ambassador - Italian food writer Eleonora Galasso.  

The six-strong range comprises Primitivo and Sangiovese from Puglia, Pinot Grigio delle Venezie, Pinot Grigio Rosé di Pavia, Prosecco and Sparkling Pinot Grigio Rosé.