Luna Di Luna Announces Re-Launch Of Iconic Italian Wine Collection
28 Apr 2014 --- Iconic Italian wine brand Luna Di Luna announces an exciting innovation to The Original Italian blends, with a revolutionary new look created using state-of-the-art technology and complimented by a revamped product portfolio.
A cornerstone of the Enoitalia, SpA global wine portfolio, and imported to the U.S. by Enovation Brands, Inc., Luna Di Luna is re-launching with the support of a fully integrated marketing campaign.
The re-launch features a new bottle design with an eye-catching 3-D label. Cutting-edge micro-lens technology was adapted to create a 3-D effect, visible without the assistance of 3-D eyeware, and integrated into an elegant and modern label design. By blending together sophistication with an avant-garde effect, the new Luna Di Luna label will articulate the brand's relevance to a new generation of consumers and early adopters, while maintaining brand equity.
In addition to the new look, Luna Di Luna is updating its portfolio of Italian blended varietal wines. The Original Chardonnay-Pinot Grigio blend in the iconic blue bottle as well as the equally recognizable Merlot-Cabernet in the red bottle will continue to be produced in both 750ml and 1.5L sizes. Prosecco D.O.C., packaged in a sleek blue bottle with a unique cork and "spago" (string) closure, will join the line-up in the 750 ml size. The revamped portfolio coupled with the brand's consistent quality and excellent value proposition will ensure that consumers can rely on Luna Di Luna to enhance their wine experience on any day, for any occasion.
Luna Di Luna reflects the innovative vision of Enoitalia and its mission to break norms within the wine category to create value and enhance the consumer wine experience. As the first to blend together two highly popular varietals, Chardonnay and Pinot Grigio, Luna Di Luna disrupted the tradition of single varietal wines. The stand out blue bottle created high-visibility for the brand and the consistent quality won over consumers and critics alike to earn Luna Di Luna a loyal following and numerous industry awards.
"Luna Di Luna was a pioneer in the movement to demystify blended varietals among American wine drinkers," said David Lazarus, SVP Sales & Marketing of Enovation Brands. "We are excited to re-launch the brand with an innovative new look and are confident it will appeal to both our current and loyal consumers, as well as a new generation of wine drinkers who are discovering Luna Di Luna for the first time."
A fully integrated marketing campaign will support the re-launch, calling for consumers to "Reach For the Moon" in consumer promotions, visibility materials at point-of-sale, print, digital and out-of-home advertising, television product placement and more. A re-designed website will reflect the new brand identity.
