Castello del Poggio, a 2020 Beverage Dynamics Established Growth Brand, announces a packaging update, as the Zonin-owned property in Piedmont prepares to hit the million-case mark in the U.S. in 2021.
U.S. consumers will see the newly packaged wines starting this month, with the rollout continuing through April.
“2020 depletions were up 30% over the previous year,” says Shawn Balzano, national sales director at 1821 Fine Wine & Spirits, the Zonin family’s U.S. import arm.
The Castello del Poggio lineup includes DOCG Moscato d’Asti, a new delle Venezie DOC Pinot Grigio, an Extra Dry Prosecco, a rosé and two red blends: Smooth Red and Templar’s Red.
“The new packaging speaks clearly and directly to Castello del Poggio’s growing diversity of millennial and Gen Z consumers,” says Mike Wolff, 1821 Fine Wine & Spirits’ head of consumer and trade marketing. Tasting notes are in English and Spanish. Back labels confirm that contents are gluten-free, dairy-free and vegan-friendly. An easy-to-read sweetness/dryness scale has also been added.
Two offerings will change their names. The former Castello del Poggio Sweet Rosé is now Castello del Poggio Rosé. The Sweet Red Provincia di Pavia will become“Smooth Red.
Shippers and merchandising materials now sport QR codes for seasonally updated content to keep the brand current. Front labels feature drawn flowers indicative of the primary aroma associated with each wine: orange blossom for the Moscato IGT, honeysuckle and orange blossom for the DOCG Moscato, French broom for the DOC Pinot Grigio, jasmine for the Prosecco, peach blossom for the Rosé, wild roses for the Smooth Red and red peonies for the Templar’s Red. The floral theme continues in illustrated screwcaps for the high-shouldered bottles, exceptions being the DOCG Moscato d’Asti 2020 and DOC Prosecco, both of which remain sealed with a classic cork closure.
A new Castello del Poggio website is also in the works and projected to go live later this spring.