Delicato Backs Coppola Diamond Collection With First National Campaign
June 23, 2023After acquiring Sonoma County-based Francis Ford Coppola Winery in 2021 for an undisclosed sum, Delicato Family Wines is backing the Coppola Diamond Collection with its first national advertising push. The multimillion-dollar campaign will launch on streaming TV, digital, and social channels starting today. According to Impact Databank, the Coppola Diamond Collection is the fifth-largest above-$15 domestic wine brand in the U.S. by volume at 1.03 million cases in 2022, up slightly from a year earlier.
“Coppola Diamond Collection is our number-one priority among our glass brands and is a brand that we view as having a lot of latent equity,” Delicato’s executive vice president of marketing Jon Guggino told SND. “Meaning, it has a lot of equity with consumers, but it has never been spot-lit on the national stage—whether at the trade level or a consumer marketing level—at a scale commensurate with its size and success. From the moment we acquired the brand, we have been putting money where our mouth is, by investing in Diamond Collection at a level the brand has never seen.”
Featuring documentary-style archival footage from Francis Coppola’s filmmaking and winemaking career with voiceovers from Coppola and his wife, Eleanor, “It Takes Time to Make a Diamond” includes nine ads developed by Los Angeles-based agency High Wide & Handsome.
Gabriela Becker, vice president of marketing for the Coppola portfolio, noted that the push “draws on insights gained from extensive consumer research conducted in 2022, which revealed a fascinating thread that connects Francis Coppola Diamond Collection drinkers across every age, gender, and geography: notably, a sense of accomplishment earned by overcoming adversity earlier in life.”
Guggino told SND he expects the brand “to significantly outperform the super-premium wine category” this year. “We expect the new ad campaign to have meaningful impacts on long-term brand-building, awareness, and trial,” he explained. ”Together with year two of the Coppola Perfect Your Pizza campaign, we expect the brand to achieve modest, steady growth in the low-to-mid-single-digits, which we are pretty happy about, given that the super-premium category is currently in decline. Looking beyond this year, we also have a robust innovation pipeline in place, and are currently exploring concepts for new additions to the Coppola Diamond portfolio in 2024 and beyond.”
While the brand has been built on red wines, especially Cabernet, it rolled out two Proseccos last fall to take advantage of enthusiasm for sparklers. “Prosecco is obviously one of the bright spots for growth in the super-premium category, and those wines have been a huge hit,” Guggino said, noting that they helped grow the Diamond Collection’s distribution points last year by 13%.
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