Well, apparently when it’s served in draught form according to the Italian DOC and UK trading standards.
IMA recently helped Prosecco 1754 launch their draught Frizzante (Prosecco) into the on-trade and hospitality sectors. Prosecco as a drink now out sells champagne in terms of volume and is growing in sales year-on-year, an opportunity Prosecco 1754 wanted to capitalise on. Even though the liquid that they sell in draught form is identical to the liquid in their bottles they are not allowed by law to call it Prosecco, hence it being called Frizzante 1754 (Frizzante being Italian for sparkling).
Help launch the product at the Northern Restaurant and Bar Show where the great and the good of the hospitality sector gather to see what’s new and exciting in the market.
The first task was to create a memorable invitation to select potential customers. This was achieved by carefully packaging and mailing out an etched champagne flute inviting the recipient to come to the show and have it filled with 1754’s Frizzante to try for themselves. Once at the show Prosecco 1754’s proposition was a simple one, give the customer choice. Whilst previously if you wanted some Prosecco you had to purchase a whole bottle or a glass served from an open bottle. Prosecco 1754’s Frizzante allows the consumer to purchase a high quality product by the glass, as well as creating a high margin opportunity for the retailer.
With the help of the ingenious Vincenzo the Van IMA helped create a presence not only at the exhibition but within the trade media as well helping to put Prosecco 1754 on the UK drinks map.