Trentino to become Champagne of Italy

14 February, 2008

Officials in Trentino, Italy, are planning to market the region as the “Champagne of Italy” with the launch of a global campaign.

The marketing campaign, which includes the re-branding of the Trento DOC logo, will have its UK launch at the Trentino tasting at London’s Royal Opera House on Feb 26.

Trentino is one of the most important producers of Italian sparkling wine with almost 8 million bottles produced there last year, but many fail to associate the region with sparkling wine.

Tiziano Mellarini, a councillor for Trentino agriculture, commerce and tourism said: “We decided it was necessary to rebrand Trento DOC, because it is Italy’s oldest methodo classico wine, although it is not often recognised as such by the trade.”

The marketing campaign, commissioned by the Trentino region and 25 wine producers, includes a re-design of the logo which has been re-written in capital letters with the two "O"s designed to represent the rotational movement of rémuage.

“The new brand identity will be used as an umbrella logo for TRENTODOC brand to enable us to build global brand awareness of the premium quality of Trento DOC and reposition it as the Champagne of Italy,” added Trentino Spa’s marketing director Maurizio Rossini.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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