A rebrand by drinks design specialist Denomination elevates this Italian winery s position in the US market.
Zonin1821 – the largest private vine-growing and winemaking company in Italy and owner of Castello del Poggio – approached Denomination because it wanted to address the new challenges it faces in the North American region and reassert itself as a market leader.
To achieve this, Denomination has made a virtue of Castello del Poggio’s genuine Italian heritage – something that the US market has always responded to very well – and driven home the exceptional quality of the wines with appropriate design cues.
“Castello del Poggio is one of very few brands in this sector with authentic Italian roots. It also has an upbeat ‘La Dolce Vita’ brand philosophy,” says Rowena Curlewis, CEO, Denomination. “But all this had become muted over previous design iterations, and there was insufficient stand-out on shelf. Our goal was to celebrate that legacy and j
Wine brand Castello del Poggio gets facelift from Denomination Australian drinks design studio Denomination has given a revamp to Italian wine brand Castello del Poggio in a bid to improve its US market position. The brand s owner Zonin1821 - the largest private vine-growing and winemaking company in Italy - approached Denomination looking for a design refresh that could help it compete with challenger brands in the sweet wine and Italian sectors in North America. To achieve the goal, Denomination worked to highlight Castello del Poggio s genuine Italian heritage - a marketing strategy that has proven effective among US consumers. Rowena Curlewis, CEO of Denomination, said: Castello del Poggio is one of very few brands in this sector with authentic Italian roots. It also has an upbeat La Dolce Vita philosophy.