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Gancia Sparkling Wines Announces New Marketing Platform and Packaging to Zero in on Millennials

Posted on December 03, 2018

NEW YORK, Dec. 3, 2018 /PRNewswire/ -- Gancia® Sparkling Wines, Italy's original sparkling wine founded in 1850, announces the launch of its new marketing platform, "drink beauty," which was created to appeal to Millennial consumers.

"Gancia's new 'drink beauty' platform is about making an emotional connection with our Millennial consumers," said Leonid Yangarber, CEO of Roust Americas. "A storied brand with deep roots in Italy, Gancia captures the beauty of Italy—its land, its art, its wine, its people. With 'drink beauty' we want consumers to feel this beauty and, more broadly, to take pleasure in life's beautiful moments both large and small. This approach to life is something that resonates with Millennial consumers who both value experiences and desire brands to which they can connect on an emotional level."

Gancia is launching its "drink beauty" platform with the introduction of new packaging, point-of-sale materials, the global re-launch of its social media channels, a fashion-themed event series, and a trade print campaign. New packaging will begin to arrive in stores in December, 2018.

About Roust Americas:
Roust Americas is a subsidiary of Roust Group, the world's second-largest vodka producer by volume in the world. Roust Americas is responsible for the management, distribution and marketing of world-class brands like Russian Standard®, Zubrowka® Bison Grass, Green Mark® and Soplica® Vodkas; the Russian Standard Moscow Mule Ready-to-Drink Cocktail; Gancia® Sparkling Wines; King's Falcon® Single Malt Scotch, and De Luze® Cognac.

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