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,” the company says.
The center of the redesign is Stella herself: a lively, 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 lineup of Italian varietals: Stella Pinot Grigio, Moscato and Montepulciano d’Abruzzo are now joined by a Prosecco.
The new bottles will be available for the 2017 holiday season.
Stella is also now available in a four-pack of single-serving, 250-ml. cans, as well as a 3-liter box.
Promotional activities include the launch of 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. The suggested retail prices are:
- Pinot Grigio, Montepulciano d’Abruzzo and Moscato: $10 per 750-ml. bottle.
- Prosecco DOC: $15 per 750-ml. bottle.
- Pinot Grigio: $25 per 3-liter. box.
- Pinot Grigio: $13 per 4-pack of 250-ml. cans.