1 / 5

Introducing A New Semi-Sweet Italian Red Wine Della Robbia

Introducing A New Semi-Sweet Italian Red Wine Della Robbia. Della Robbia. What is Della Robbia ? Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in the Alto Adige region. 5.2% abv with a slight amount of carbonation best served chilled.

chadwick-rowe
Download Presentation

Introducing A New Semi-Sweet Italian Red Wine Della Robbia

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Introducing A New Semi-Sweet Italian Red Wine Della Robbia

  2. Della Robbia • What is Della Robbia? • Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in the Alto Adige region. • 5.2% abv with a slight amount of carbonation best served chilled. • Why are we introducing this wine? • Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in the Alto Adige region. • Moscato/semi sweet wine category is huge – 3.8 million cases per year • “Sweet Reds” are +15% over the past 52 weeks. • What influenced the name and label? • Named after famous renaissance sculptors from the Della Robbia family. • The label design is a fanciful interpretation of the Della Robbia ceramic style that graces buildings throughout Italy. All data–Nielsen P52Wending9/14/13, eq. volume

  3. Della Robbia • What is the retail price? • $9.99 frontline, $8.99 on promo. • Who is our competition? • Only two main competitors in the Italian wine category: • Stella Rosa II Conte is +19% over the past 52 weeks, but their growth is slowing in more recent time periods • Roscato is new to market and rapidly stealing share from Stella Rosa +517% over the past 52 weeks. $9.99 $11.62 $11.16 All data–Nielsen P52Wending9/14/13, eq. volume

  4. Della Robbia • What is our competitive advantage • Sourcing is led and managed by Cameron Hughes, leading American négociant, delivering the highest quality at this price. • Vibrant packaging and POS sets Della Robbia from the competition • Della Robbia is priced $1-$2 below the competition. All data–Nielsen P52Wending9/14/13, eq. volume

  5. Della Robbia • When is Della Robbia available to ship • We launched it Dec 10, 2013 • Key Product Specifications • Appellation: Italy • Vintage: Non-vintage • Alcohol: 5.2% by vol. • UPC: 898546001205 • Naturally lightly carbonated • High acidity and low ph create a perfect balance of sweetness • Back label has English, Spanish and Chinese to support English speaking and ethnic consumer segments

More Related