#USA #New York #Berlucchi #Franciacorta #Wine

Berlucchi Franciacorta Illuminates Times Square

As 2024 draws to a close, Berlucchi Franciacorta celebrates a remarkable year, showcasing extraordinary growth in the U.S. market with a stunning +60% increase in sales. This milestone in the wine industry is not just a number; it reflects a robust connection between Italian sparkling wine and American consumers. The brand took center stage in the iconic Times Square, New York City, where it premiered a captivating billboard display on December 17, 2024. This spectacular advertisement, measuring 55 x 31 feet, greeted thousands of visitors and locals, amplifying its message with the catchy phrase, "Berlucchi is always a good idea."

The billboard features the brand's innovative Lampadina (Lightbulb) video, airing for 15 seconds each hour, symbolizing Berlucchi's ambition to elevate Franciacorta's reputation on the global stage. By prioritizing elegance and creativity in their marketing, Berlucchi has set the standard for Italian sparkling wines, ushering it into the hearts and minds of consumers across America.

Cristina Ziliani, the Managing Director of Guido Berlucchi C. S.p.A, expressed her excitement about the launch, saying, "The Times Square campaign isn't just about visibility; it’s a celebration of Franciacorta's emerging recognition as a world-class sparkling wine. Our impressive growth in the U.S. reflects the quality and craftsmanship that define Franciacorta. With initiatives like this, we aim to expand our audience and continually strive for a brighter future for Berlucchi Franciacorta."

With ongoing partnerships with top retailers like Eataly, Total Wine & More, and wine.com, Berlucchi has built a significant presence in the market. These collaborations play a pivotal role in educating consumers about Franciacorta, a sparkling wine made using traditional methods that rival Champagne in quality, style, and sustainability. This year, American consumers have become increasingly receptive to premium wine experiences, seeking authentic choices that resonate with luxury and tradition. Berlucchi's legacy of winemaking craftsmanship is further amplified by innovative marketing strategies that resonate with a younger demographic.

Charles Lazzara, CEO of Volio Imports, echoed Ziliani’s sentiments, stating, "Berlucchi is doing an incredible job of elevating Franciacorta in the U.S. market. The Times Square campaign is a testament to their bold vision and dedication to sharing the unique story of Franciacorta with the world. We are proud to partner with a brand that consistently sets the standard for excellence." Their partnership underlines the importance of storytelling in wine marketing, effectively communicating the rich heritage and modern appeal of Berlucchi Franciacorta.

Statistics from consumer insights reveal that the interest in sparkling wine continues to rise, especially among younger demographics. Millennials, who constitute 54% of sparkling wine drinkers according to a recent Statista report, are drawn to brands that offer authentic experiences coupled with quality. Berlucchi is at the forefront of this movement, actively embracing its heritage while appealing to new, younger audiences through platforms like social media and high-profile marketing campaigns such as the one in Times Square.

Moreover, the brand’s innovative spirit can be traced back to its origins in 1961 when Franco Ziliani and Guido Berlucchi revolutionized winemaking by creating the first classic method wine in Franciacorta. Today, guided by Ziliani's three sons—Cristina, Arturo, and Paolo—the winery continues to champion local practices and international recognition. The historic winery, with its stunning ten-meter-deep cellar that houses their first vintage from 1961, remains a cornerstone of the brand’s identity, captivating wine lovers from around the world.

In conclusion, Berlucchi Franciacorta's bold initiative to spotlight its brand in Times Square reflects its strategic growth efforts and commitment to capturing the hearts of wine enthusiasts. As sparkling wine gains popularity, Berlucchi continues to define its legacy as an ambassador of Italian excellence in the U.S. market and beyond.