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Premiumization Effort Paying Off For Italy’s Pasqua

April 22, 2022

After undertaking a significant premiumization drive in recent years, Italy’s Pasqua Vigneti e Cantine, based in Verona, saw turnover increase 14% to €63 million ($69m) in 2021, with its premium range accounting for more than half of sales. Pasqua’s “Icons” range includes PassioneSentimento Romeo & Juliet, Famiglia Pasqua, 11 Minutes, Hey French, and Mai Dire Mai, and generated €32 million ($35m) in turnover last year, compared with €25 million ($27m) in 2019.

In the U.S., where Pasqua has total annual volume of 375,000 9-liter cases, gains have recently been driven by 11 Minutes Rosé ($20 a 750-ml.), PassioneSentimento Veneto Rosso ($18), and Prosecco Superiore DOCG Brut Millesimato ($18). The U.S. portfolio will expand this year with an organic wine, Y Rosé 2021 Vintage Organic.

“Our biggest priorities in the U.S. are on-premise accounts, independent retailers, high-end retailers, and primary grocery stores,” explains Alessandro Pasqua, president of Pasqua USA. To keep momentum rolling, the company is debuting a new marketing campaign running across digital, social media, consumer press, events, and potential co-branding initiatives.

“The consumer demographics we are looking to attract will be millenials, wine-inspired connoisseurs between the ages of 40-60, and generation Z first-time drinkers over the age of 21,” Pasqua adds. Female poet Arch Hades serves as the face of the campaign, photographed by Ale Burset, and encapsulates its ethos through her quote, “You still have time to create the you you want to be.”—Daniel Marsteller

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