Wine On Line®
MIONETTO
EXPANDS IL BRAND Following Successful IL Prosecco Launch, IL
Moscato
Now
Creates Buzz in the Wine World
Boosted by the success of IL Prosecco,
Mionetto, Italy's foremost producer of Prosecco, expands its IL brand by
launching IL Moscato, a gentle-sparkling wine with a delicate floral bouquet
made from 100 percent Moscato grapes. With their stylish bottle,
revolutionary crown cap and fresh, approachable taste, IL Prosecco and IL
Moscato are creating a unique market, positioning Mionetto at the forefront
of innovation in the wine business.
"The success of IL Prosecco has shown that the US market is ready for
wines
that are both exciting and high-quality," said Enore Ceola, director of
Mionetto USA. "With IL Moscato, we're expanding the IL brand to another
easy-to-drink varietal."
IL
wines come in two sizes: 375ml. and 750ml.
($5.99 and $9.99 respective suggested retail price).
The name IL, the in Italian, reinforces the brand concept. "IL is the brand
that will stick in the minds of our target demographics - hip, young
urbanites, primarily women," says Ceola. "There is nothing like
IL on the
market."
Mionetto USA's sales grew 40% in 2002, and IL is Mionetto's fastest-growing
Prosecco, driving sales of other Mionetto wines. IL has introduced a
wider
range of consumers to the Prosecco category, according to Ceola.
"Quite a few other sparklers wish that they had the same sales as IL, and
it's only
the beginning," says Costas Mouzouras, Manager of Gotham Wines in New
York,
who
has been carrying IL Prosecco for a little more than a year and now carries
IL Moscato too. "Like IL Prosecco, whoever tries IL Moscato comes
back for
more. The unique packaging is what attracts people at first, but they come
back because they like the quality and taste of the wine."
IL Prosecco and IL Moscato are marketed as their own brand, separate from
the Mionetto portfolio of wines. They are unpretentious, social, hip
wines,
ideal for novices as well as more experienced wine drinkers on the lookout
for something new and exciting. With its fruity taste and its low alcohol
content (7%), IL Moscato, like IL
Prosecco, will be positioned as an alternative to cocktails, beer,
'malternatives,' and soft drinks.
The most distinctive feature of IL wines is the crown cap. Though new to
American consumers, cap bottling is actually the preferred home use method
for farmers and wine makers in the Veneto region of Italy, where Prosecco
grapes are grown.
Moscato is a very fragrant wine, with a complex fruity flavor. It is
often
associated with the Asti region of Italy, where a lot of Moscato is
produced, but IL Moscato is made from Moscato grapes grown north of Venice,
which gives it a unique taste.
IL Moscato will be distributed widely across the nation, with target markets
in New York, New Jersey, Illinois, Texas, California, Massachusetts, and
Georgia.
Mionetto Wines
Mionetto is Italy's foremost producer of Prosecco, founded in 1887 by
Francesco Mionetto on the hillsides of Valdobbiadene north of Venice. The
Mionetto portfolio includes frizzante, spumante, and Cartizze proseccos, as
well as Pinot Grigio, Raso Chiaro* (Chardonnay and Pinot Nero grapes), and
Raso Scuro* (Cabernet and Teroldego grapes). Mionetto wines have garnered
numerous awards, including the recent prize for Best Sparkling Wine from the
prestigious Enoconegliano Competition in Italy for Sergio Mionetto Spumante
Extra Dry. Mionetto wines are now available in 40 states and distribution
continues to expand. For more information about Mionetto wines, please
visit www.mionettousa.com
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