The Winebow Group Presents Stella Reinvented
Richmond, VA, December 6, 2017—LLS (Leonardo LoCascio Selections), a member of The Winebow Group, announces a comprehensive rebrand of its popular Stella range of Italian wines. Under a “Get Ready for an Adventure!” tagline, Stella’s new positioning speaks to a growing embrace of lifestyle-oriented brands by consumers eager to discover new experiences and explore the terrific values of Italian varietal wines.
With a fresh, approachable look and feel, the heart of the redesign is Stella herself, a lively, confident Vespa-riding young woman depicted on the labels. Stella represents the spirit of the brand, inviting consumers to savor and enjoy the tastes, sights and sounds of Italy through a newly expanded line-up of top-selling Italian varietals. Stella Pinot Grigio, Moscato and Montepulciano d’Abruzzo are now joined by a Prosecco. Tapping into the momentum of this hot category, Stella Prosecco is presented in an elegant 750 ml. bottle that is already appearing in the aisles and on store shelves for the 2017 holiday season.
As consumers are increasingly enjoying wine as part of casual, everyday life and looking for convenience, as well as quality and value, Stella’s best-selling Pinot Grigio—previously available in 750 ml. and 1.5 L bottles—is now offered in two additional formats: a fashion-forward, single-serving 250 ml. can available in a portable, lightweight and easy-to-carry four-pack, and a convenient, economical 3-liter box.
“Building on America’s love affair with Italian wines, Stella is now ideally positioned to win over the hearts and taste buds of a growing segment of adventurous U.S. wine enthusiasts,” -- Allison Meyer, Director of Marketing, LLS
Promotional activities include the launch of https://www.stellawines.com/, featuring recipes, pairings, and a product locator, plus social media support, a 2018 digital marketing campaign, consumer sweepstakes, in-store racks and truck wraps, travel-themed POS and swag.
Stella wines are available nationwide
Suggested retail prices as follows:
Pinot Grigio, Montepulciano d’Abruzzo and Moscato / 750 ml -- $10
Prosecco DOC / 750 ml -- $15
Pinot Grigio / 3L box -- $25
Pinot Grigio / 4 x 250 ml can -- $13