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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.

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Presentation Transcript
slide1

Introducing

A New Semi-Sweet

Italian Red Wine

Della Robbia

slide2

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

slide3

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

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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

slide5

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