Mionetto USA Launches 'Live Lively!' Integrated Online Marketing Campaign

Company Believes Medium is the Message When Targeting Millennial Wine Drinkers

2010-09-16

NEW YORK, NY, September 16, 2010 (Press-News.org) How do you reach Millennial wine drinkers who tune out mainstream media? Talk to them where they 'live' - online. Today, Mionetto USA launches an integrated online marketing campaign under the brand platform, 'Live Lively!' that includes a Lifestyle Website (www.livemionetto.com), a new corporate website (www.mionettousa.com) and social media such as Foursquare, a new Facebook fan page, Twitter, a Youtube Channel and a Flick'r account. The campaign will be supported by social networking events (e.g. Meet Up groups), Mionetto-sponsored consumer & trade events (such as the New York City Wine and Food Festival), online media, print and radio ads.

"Prosecco has gotten so popular with American wine drinkers because it's both straight forward and sophisticated," says Enore Ceola, Managing Director, Mionetto USA. "The Live Lively! brand platform and our core audience are a perfect fit for the strategy of interacting with Prosecco drinkers online and sharing personal stories and tips on how to live the 'Prosecco lifestyle'."

"In Italy, Prosecco is an integral part of the social fabric," explains Andrea Robinson, one of America's leading wine educators and one of only 16 women who have been appointed Master Sommelier by the Court of Master Sommeliers. "People of varied ages gather in the evening in the Piazza, enjoy Prosecco as an aperitivo with their spouse or a group of friends - it is the social drink of Italy." This is the lifestyle Mionetto conveys in every bottle of their wine, and communicates in the new Live Lively! campaign.

The Lifestyle Site will be the centerpiece of the campaign, encouraging visitors to post photos and videos; running contests and sweepstakes with prizes such as tickets to exclusive events and Mionetto Prosecco party packages; continually producing fresh content like videos and images from Mionetto events; and encouraging Americans to live the Prosecco lifestyle.

The Prosecco category has grown by over 20% every year for the past five years in the U.S. Mionetto is credited with creating the Prosecco-craze in the US and today owns an overwhelming 33% of the market share with volume growth of 41% in the past year alone. "Our strategy when we launched in the US 10 years ago was to have our Prosecco widely distributed and supported by retailers and restaurateurs," adds Mr. Ceola. "Now our goal is to continue to stay ahead of the curve. We must keep our eye on being the best that we can be. This means maintaining the highest quality Prosecco that Mionetto is known for and at the same time pushing the envelope and continuing to set the pace. We want to engage with our customers and transport the "Mionetto Prosecco feeling" to them. Mionetto wants to come to mind first when Americans think of Prosecco. We feel that integration of all of the newest communication modes with the traditional ones is the best way to reach our customers in today's environment."

About Mionetto Prosecco
Mionetto, which was recently awarded Impact magazine's 2009 Hot Brand Award and was reported by IRI (Information Resources Inc) as the sparkling wine with greatest growth increase in the US, is sold nationally. Mionetto's line up: Prosecco- IL Prosecco DOC, Prosecco Brut DOC, Prosecco-Certified Organic, Valdobbiadene DOCG; the Prosecco-based sparkling wine Sergio and the sparkling Sergio Rose offers customers choices to suit a variety of occasions. For more information on Mionetto's extensive offering of Prosecco and Sparkling Wines please contact Elizabeth Kane Tate at Elizabeth@EKTCommunications.com

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Mionetto USA Launches 'Live Lively!' Integrated Online Marketing Campaign

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