Premium Prosecco producer Bisol has overhauled its portfolio by launching new wines and changing its packaging.
The idea is to position it as a benchmark for DOCG Prosecco Superiore from the Valdobbiadene sub-region.
Bisol was purchased by the Lunelli Group in 2014, and it has decided to introduce a new logo and livery (see below).
The aim is “to promote quality, clarity and consistency of range across all key markets and to show the consumer a real step up in the quality delivered by the Valdobbiadene region”.
Matteo Lunelli, chief executive at the Lunelli Group and vice president of Bisol, said: “Prosecco keeps growing at a global level, but consumers seem to focus on the category rather than the producer.
“It’s important to highlight the difference between Prosecco and Prosecco Superiore, promoting quality and enhancing the features of this amazing wine, to encourage existing and new Prosecco consumers to experiment and trade up to the next level.”
Prosecco Superiore comes from a smaller number of DOCG vineyards in the traditional heartland of the region and it typically commands a higher price point due to increased production costs.
Gianluca Bisol, president of Bisol, said: “Our new branding emphasises the strong bond with the land and the history of the estate, while looking ahead to new challenges and opportunities. The premium image reflects the quality of wine my family has been producing for centuries and it also underlines our ongoing commitment to the development and future of the Prosecco Superiore DOCG region. There is real potential for other brands to follow suit and help reinforce the quality potential of the premium Prosecco category with the consumer.”
Bisol is distributed by Bibendum in the UK and managing director Michael Saunders added: “Together with Gianluca Bisol, we have written an important page in the history of Prosecco in the UK and we are delighted to share this important new stage in their journey.
“The UK is Bisol’s biggest market and the new strategy, which is being launched internationally across all their markets, shows their dedication to quality and their ambition to lead the premium Prosecco category. This also comes at the start of an exciting new chapter for Bibendum and we are looking forward to raising a toast together at the launch for a promising future ahead.”