From the screen to the shelf: a new wine brand is born

For the first time a wine has born in a television fiction called "I Cesaroni", broadcasted by Canale 5 (Mediaset group). In the seventh episode of the fiction the two Cesaroni brothers decide to buy the vineyards that their father had sold before dying. Then they start producing a wine called "Senz'amarezza", that "never leaves a bitter taste in the mouth". A few months after the Cantina Cerquetta, located near Rome, has acquired the licensing rights and has started to sell a similar wine in the "real" market. The wine of the Tv fiction has been launched to the public in two versions: a white "Frascati Superiore Senz'amarezza Doc", and a red "Red Lazio IGT Senz'amarezza" (a blend of Merlot and Sangiovese).

(translated and adapted from http://www.teatronaturale.it/articolo/4620.html)

To comunicate a wine you need a story, and if you lack it you can invent it. This promotional initiative has helped launching a wine that, probably, will be forgotten in one/two years. But it helps us to understand that wine communication has to focus not only on the production, but also on the consumption. In the "I Cesaroni" fiction wine is drunk in a family atmosphere, as most Italians do at home every day.