Innovation Director | Head of Marketing | Brand & Communications Director | Fractional CMO | Managing Partner | Global Client Leader
So proud to see this bambino out in the world - a bold new Italian lifestyle wine brand designed to disrupt a really stuffy, traditonal category and bring out a little Italian 'va va voom'. It sounds like UK retailers are already pretty 'eccittata'! Congratulations Zoe Jag-Nathan, Russell Kirkham,Tony Watson and the entire EMEA TPB team.
Italian style and flair is recognised the world over so it's surprising that a typical shelf of Italian wines in store present a lot of dark, conservative labels. Treasury Wine Estates recognised the universal appeal of the more easy-drinking Italian wine styles, and wanted to convey this to consumers as well as disrupt the category with a new brand. We went to the real Italy for inspiration: the Italy of peacocks strutting in palazzo gardens, vibrant fashion paraded in the daily passeggiata, and the deliciousness of Italian food. Belorante captures this all - the vibrant peacock with a hint of gold, the logo that echoes Italian signage, and colours that reflect the vibrancy of the wines. This, combined with a unique label shape, means the brand jumps off any shelf. Style and deliciousness in spades - how very Italian. #innovation #wine #drinksdesign
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Love the peacock 🦚
Well done Pete and team, great to see this one come to life
Legal Counsel at The Wests Group Australia
1moLove this! How do we order??