Press Releases
A Fresh New Look
SANT SADURNI D'ANOIA, SPAIN – Driven by the notion that "great brands never stand still," Freixenet, the Barcelona-based global leader in sparkling wine, has implemented a fresh makeover, line extensions and updated messaging to the brand, all designed to attract a new youthful and contemporary audience to the sparkling wine fold.
With the goal of blazing a new trail while still being meaningful to their already-loyal legions of consumers, Freixenet is introducing contemporary new packaging across its full family of sparkling wines. Rather than completely overhaul the recognizable and iconic frosted bottles, the colors have been adjusted with clean, elegant labeling highlighted by gold embossed accents, varietal coding on neck rings and more brand information in a simpler, more premium format. The distinctive logo has been reworked to make it more legible and chic, and the overall look is fresh and modern while reflecting the company’s century of expertise in producing acclaimed méthode champenoise wines.
The updates bring consistency and craftsmanship not only to the company’s flagship Cordon Negro and Carta Nevada bottlings, but also to the new Cordon Rosado Brut cava. Embracing the extremely hot rosé sector and carefully catering to social demographics, Freixenet has launched Cordon Rosado to meet consumer demand for a premium sparkling wine that is smoother, softer and “friendlier” than brut with an appealing and attractive color. According to Nielsen figures, sales of rosé wines priced $8 and higher rose just over 49 percent in the 52-week period ending February 9, 2008. The new Cordon Rosado, a dry rosé made from an even blend of Garnacha and Monastrell, is retail priced at $10, with which Freixenet hopes to capture a younger age group.
Bringing it all together, Freixenet continues its "Unplan the Moment" campaign which promotes spontaneity and invites consumers to break from the idea that sparkling wine is only for celebrations. To view the innovative TV spot (which aired in test markets during the holiday season) and print ads which will appear throughout 2008, visit their new branch-off website www.unplanthemoment.com.
A recognized established growth brand, Freixenet demonstrates consistent growth within the sparkling wine category, underscoring its continued popularity in a range of consumer segments. "While our cavas enjoy a strong base of loyal consumers, we hope this global campaign teamed with new packaging will help reach the next generation of wine drinkers who are just beginning to explore their curiosities," says Eva Bertran, Executive Vice President of Freixenet USA. "Given the emotional connection people have with Freixenet, our goal with the new campaign is to maintain the equity the brand has built over the last century while injecting new energy, eye appeal and fun."
