To renew the artwork of the Bag in box range considering the existence of 2 whites 1 rosé and 2 reds.
The difference between the different products must be evident since in some markets they coexist on the same shelf.
It has to be more modern and good looking, it is necessary to work on its classical look. Complements to the objective:

• New pack must not disorient the consumer already buying this product; she/he has to recognize that it is the same wine he was already buying (just nicer ;-).
• Both Bag in Box and bottle are present in the same shop, they need to be easy recognizable and complementary one to the other in order to enhance visibility.

!!!Update as of November 29, 2010!!!

!!!the end of update!!!

It’s almost impossibile to clearly identify wine consumers, buts let’s consider that the world divides into 4 segments:

Type: Novice
Age: 18-26, over 50
Status: Low income/students/retired/loyal to the price
Note: Beer, wine, vodka, it does not matter as long as it is cheap and gets drunk!

Type: Wine lovers
Age: 30 - 55
Status: Loyal to the brand
Note: Like the wine, consider it as a lifestyle concept (many women...)

Type: Wine freaks
Age: 40 – 60
Status: High income/high social position/high knowledge/very curious, not loyal to any brand
Note: (Many man...) The type of maybe writes about wine or uses as a social show off element. The type of guy that goes to the restaurant with a wine guide.

Type: Art
Age: 30-60
Status: Very high income/high knowledge/brand lovers
Note: ok as long as it is expensive.

Montalto is a medium high positioned product. The packaging itself it has to communicate prestige and “premiumness”.
The bag in box must satisfy both wine lovers (because the brand s widely distributed and known) but also the wine freaks that will be positively impressed by the high quality price ratio.
Our target is probably between 30 and 55 years old, from BE NE LUX; Finland, Norway, Sweden, Canada. They know Italy (don’t make much of a difference between Italy and Sicily), they have travelled at least once or plan to do so in the next 3 years. They are inspired thanks to Italian wine to all the cultural values that Italy represents: Art de vivre, fashion, food, Vespa, Cinquecento, Ferrari, dolce vita, elegance, classy, territory, family, social values, hedonism.

Montalto wines are easy to identify products, made for the consumers that want to get emotions from an Italian experience.

The bag in box has the following objectives:

• To come out of the overloaded shelf. (See folder “Competitors/point_of_sale”).
• To attract the consumer by creating approval and admiration.
• Easy to identify and to recognize as a high value product (that it is worth more than they would pay for).
• To create a connection with the bottled wine present in the same shelf, or in the same shop with common and easy to recognize graphical elements. The bottles and the Bag in Box must be complementary and concur to enhance the visibility and brand recognition.
• To allow an evident differentiation within the different wines and types of the same range (see step 1) to avoid cannibalization if more than one Montalto bag in box is in the same shelf.
• To communicate the unique place where the wine comes from: Sicily! So to communicate all those aspects that people know about this magical place, its tourism attractions (Palermo, Etna Volcano, seaside, sunshine).
• To avoid baroque and kitsch elements.

Montalto is a prestige wine with an attractive packaging; precious yet accessible to all pockets even the price sensible but smart consumers. Once the consumer chooses the wine she/he will appreciate it and will be satisfied (the wines always win medals at international tasting awards). Now competition is tougher than ever so also other products taste and look good. For this reason Montalto has to be Fascinating to convince the consumer.

Montalto Family after 5 generation of winemaking tradition in Sicily decided to present worldwide quality wines from Sicily; yet Montalto is not a dusty traditional brand at all! It is more a participation and sharing of wine passion between the Montalto Family and a group of young international wine professionals (winemakers, wine importers, wine specialists) that gathered together with the objective of making the Sicilian wines attractive both to the eyes and to the palate of international wine consumers. Just to give you an idea Montalto has been the first Sicilian wine producer to present to the Scandinavian markets high quality wines in an alternative and modern packaging like the Bag in Boxes (and not only in the classical glass bottles). Montalto is the essence of the best “Sicilianity”, distilled in a modern proposal of exciting wines. Montalto is history, culture and innovation, a holistic view of wine as a representative element of the Italian lifestyle.

Montalto Bag in Box is distributed in Europe’s main retail chains (so called Off-trade channel especially in Finland and Norway):

Tesco, Waitrose, Carrefour, Metro, Edeka, Real, Bilka, Dansk Supermarked, Coop, Scandinavian Monopolies (Alko, Systembolaget,) Canadian Monopolies, USA liquor stores, Duty Free and Travel Retail.
On the shelf with other Italian wines, Sicilian wines otherwise in “second placements” and gondola displays, or display pallets (see example in folder “Display palette”).