De Bortoli Wines
2019 Innovation Name: De Bortoli Rosé Rosé
Awards: 10th Most Innovative Manufacturing & Consumer Goods Company
Due to the fragmented market, we wanted to come up with a fully integrated innovation. De Bortoli Rosé Rosé was launched to connect with consumers on all levels including the label design, bottle style, wine quality and the company behind the wine. A world-first in closure decoration, Rosé Rosé has a registered colour side embossed closure, combining a number of capabilities including photographic printing, embossing and UV printing into one finished product, making it the beginning of a new wave of closure decorations. The label and the rose on the closure are aligned during the bottling process, perfectly presenting the brand across the entire bottle.
We also selected a wine bottle with lovely shape and detail to reflect the wine itself which has been artfully made by our winemakers. We launched this new wine with a powerful communication strategy – “Our Colour is Rosé Rosé, What’s Yours?” to draw on the emotional connection with consumers from inside out. The result of our fully-integrated innovation is a beautiful wine that stands out amongst the Rosé category and connects with consumers from the moment they make a purchase to long after they have enjoyed the wine.