Iconic Italian vineyard Folonari debuts a brand new search for its subsequent period
Since 1825 Folonari has expressed the true character of Italian viticulture and produced easy-to-drink wines of outstanding value. Today, the time-honored winery is proud to unveil a new look for its next era. After a comprehensive brand update that started in 2019, Folonari wines are now available on the shelves in the USA and offer new labels and a revised brand programming.
The Lion of St. Mark
The redesigned labels show the Lion of St. Mark, who is the symbol of Venice – the capital of the Veneto region, from which Folonari wines come.
"We are excited to launch Folonari's popular portfolio with a fresh new look that fully expresses the iconic character and heritage of the brand," said Derek Blackburn, SVP Marketing at Frederick Wildman.
"The coat of arms gives Folonari an easily identifiable emblem that is representative of its core qualities as well as modern and bold to appeal to new consumers."
Working with successful women
To raise awareness of the new label, the brand has a comprehensive marketing plan that includes key collaborations with model and entrepreneur Olivia Culpo, the former Miss Universe, and Sophia Roe, cook and well-being attorney. Both women present the new era of Folonari through a fresh and exciting lens.
Olivia shared Pinot Grigio as simple wine in her social media Instagram live sessions and postings this summer. "Folonari is a great summer entertainment wine, it goes so well with some of my favorite summer recipes," said Culpo.
Sophia Roe is currently organizing a summer program that focuses on tutorials on wine and food through Instagram live sessions. “I like to lean into the art of creating a great recipe and taking it to the next level with a wine pairing, but more than anything I love sharing what I learn with others so they can can do it yourself, ”said Sophia.
New product innovations
As part of the brand refresh, Folonari will also launch new product innovations this year. The brand is developing a new line of carbonated canned wines, with two refreshing varieties coming to selected markets. Launched with both carbonated Pinot Grigio and Rosé wine options, this collection is the first Folonari product to be offered in the popular and convenient slim-can format.
From the very beginning, the Folonari family has shown their true passion for producing accessible, delicious wines and for continuous innovation. They pioneered the widespread distribution of bottled wine in Italy and made it easier for consumers to enjoy consistent quality wine. The brand continues its mission to create wine for everyone and extend its legacy to modernity to appeal to a new generation of consumers.
