Little known and poorly understood outside Italy, Prosecco was the Cinderella of sparkling wines, long overshadowed by Champagne, its flashier (and costlier) French cousin. The consortium of producers who make Italy’s most celebrated Proseccos came to MacKenzie in 2008, looking to gain market share by increasing their share of voice in the U.S. media.
MacKenzie Agency saw the global recession as an opportunity to position Prosecco from Conegliano-Valdobbiadene as the affordable luxury, a sparkling wine every bit the equal of Champagne at prices accessible in a time of budgetary restraint. Intensive media relations to reach out to the U.S. wine media, media tours to Italy for key media and trade, product deliveries, and in-market sampling events combined to put Prosecco on the American wine market map.
Explosive growth of Prosecco di Conegliano-Valdobbiadene in major U.S. markets, with case volume rising 35% in three years. The campaign succeeded in two ways: taking market share from Champagne, and expanding the total market for sparkling wine.
“The MacKenzie Agency is largely responsible for building unprecedented U.S. market awareness and growth for the prosecco producers of Conegliano/Valdobbiadene. Under their watch, our producers were granted DOCG status, and our region was recognized as “Wine Region of the Year 2011″ by Wine Enthusiast.”Giancarlo Vettorello