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Introducing A New Semi-Sweet Italian Red Wine Della Robbia. Della Robbia. What is Della Robbia ? Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in the Alto Adige region. 5.2% abv with a slight amount of carbonation best served chilled.
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Introducing A New Semi-Sweet Italian Red Wine Della Robbia
Della Robbia • What is Della Robbia? • Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in the Alto Adige region. • 5.2% abv with a slight amount of carbonation best served chilled. • Why are we introducing this wine? • Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in the Alto Adige region. • Moscato/semi sweet wine category is huge – 3.8 million cases per year • “Sweet Reds” are +15% over the past 52 weeks. • What influenced the name and label? • Named after famous renaissance sculptors from the Della Robbia family. • The label design is a fanciful interpretation of the Della Robbia ceramic style that graces buildings throughout Italy. All data–Nielsen P52Wending9/14/13, eq. volume
Della Robbia • What is the retail price? • $9.99 frontline, $8.99 on promo. • Who is our competition? • Only two main competitors in the Italian wine category: • Stella Rosa II Conte is +19% over the past 52 weeks, but their growth is slowing in more recent time periods • Roscato is new to market and rapidly stealing share from Stella Rosa +517% over the past 52 weeks. $9.99 $11.62 $11.16 All data–Nielsen P52Wending9/14/13, eq. volume
Della Robbia • What is our competitive advantage • Sourcing is led and managed by Cameron Hughes, leading American négociant, delivering the highest quality at this price. • Vibrant packaging and POS sets Della Robbia from the competition • Della Robbia is priced $1-$2 below the competition. All data–Nielsen P52Wending9/14/13, eq. volume
Della Robbia • When is Della Robbia available to ship • We launched it Dec 10, 2013 • Key Product Specifications • Appellation: Italy • Vintage: Non-vintage • Alcohol: 5.2% by vol. • UPC: 898546001205 • Naturally lightly carbonated • High acidity and low ph create a perfect balance of sweetness • Back label has English, Spanish and Chinese to support English speaking and ethnic consumer segments