Launching a brand new premium brand in a commoditised marketplace like the Prosecco market was a tricky challenge. An in-depth understanding of the consumers, culture and consumption of Prosecco in the UK was vital to reach, and connect with, the right potential consumers, happy to spend more on a high quality product.
Using our Actionable Mindset Segmentation, we uncovered insights into the premium prosecco, champagne, and sparkling wine industry in the UK, including; how it’s perceived, where it’s consumed, and the drivers and barriers to positive experiences within the market.
We also unearthed the emotional and behavioural insights into the consumers of premium prosecco, in order to create an enhanced audience segmentation, layered with geo-demographic, attitudinal and lifestyle findings to ensure bespoke, targetable and highly engaging communications strategies for each segment.
The output enabled Della Vite to prioritise their growth opportunities by segment, and influenced brand, partnership and digital activation to ensure a segment specific and hyper-effective growth marketing strategy was implemented at launch.
We have since replicated this ahead of their summer launch in the US also.