In the competitive wine industry, packaging is not just an aesthetic choice but a key element influencing product perception and, consequently, consumer decisions. Tenute del Cerro, aware of the importance of innovating without losing its identity, has recently embarked on a restyling project for its Etrusca Line dedicated to the off trade. We interviewed Francesco Ceccarelli, Marketing Manager, and Cornelio Favero, Channel Manager, to gain a deeper understanding of the dynamics behind this ambitious project, which comes at a pivotal moment for the brand.
A carefully calibrated restyling to preserve identity while looking to the future
The Etrusca Line by Tenute del Cerro was already a success story, but change was necessary to remain relevant in the market. "The wine world needs to evolve like any other sector, but without compromising authenticity. Our challenge was to strike a balance between innovation and tradition", says Francesco Ceccarelli.
One of the most delicate decisions was retaining the typical etruscan alphabet characters on the label. These characters symbolize a deep connection to the historical roots of Tuscany, particularly the Montepulciano area. “The runes (etruscan characters) are a tribute to the land and history that make our wines unique. We didn't want to alter them drastically; instead, we worked to modernize them, making them cleaner and more legible", explains Ceccarelli. “We wanted to refresh the product's image without altering its essence. This way, consumers recognize a sense of familiarity while also feeling a breath of modernity".
An immediate and recognizable label designed for the off trade
Cornelio Favero, off trade manager for Tenute del Cerro, explained how the off trade segment presents specific challenges for a wine brand. In a context where consumers face a wide range of products and have little time to make a choice, the label becomes a crucial element in guiding purchase decisions. “In the off trade segment, consumers are bombarded with visual stimuli and have only seconds to decide. For this reason, we worked to make the label of the line more immediate and visible without sacrificing elegance".
Among the most significant changes is the decision to make the wine's designation clearer and more prominent. “In the previous version, the designation was less noticeable, whereas now we have emphasized this element to ensure better recognition. The new butter color of the background, chosen to replace white, gives the label a more refined and distinctive tone".
Another aspect that required attention was maintaining consistency in branding. Favero emphasizes that it was essential to strengthen the connection between the various products under the Tenute del Cerro umbrella. “We aimed to create a unique and immediately recognizable identity. Now, consumers can easily identify Tenute del Cerro wines, regardless of which one they choose, thanks to enhanced visual consistency".
A change that convinces
The initial market responses have been encouraging. Despite initial concerns about the change, both Ceccarelli and Favero agree that the project has been a success. “The first feedback has been very positive. The label is perceived as younger, fresher, and more appealing, yet without losing its connection to tradition. This was exactly the result we aimed for: to renew without erasing the past".
With the new labels of the Etruscan Line now in advanced distribution, Tenute del Cerro looks to the future with confidence. “The goal for the coming months is to consolidate the new image", concludes the Marketing Manager. “We are certain that the new packaging will help strengthen our brand image and perception in both national and international markets".
