Wine packaged to look like a perfume takes the category a step in a new direction and was recently chosen as ‘innovation of the week’ by Product Launch Analytics (PLA) from Datamonitor, an information source for new consumer packaged goods from around the world.
Mazzetti d’Altavilla Essentia Vitae has been launched in Germany and Italy to appeal to female consumers, with packaging and formulations intended to evoke fine fragrances. The names of the different varieties are of a kind more typically seen on a perfume bottle: No. 4 Ruche – jasmine scent, No. 6 Malvasia - rose scent and No. 8 Moscato – violet scent.
“While perfume-inspired wine may be an acquired taste, Essentia Vitae goes further than most to connect to female consumers. Its perfume-like packaging should break through the crowded product assortments that can often confound shoppers,” says Tom Vierhile, Director of PLA.
