Piccini 1882 presents its new Summer Special Edition “Costa Toscana,” an organic and exclusive wine designed for the online channel. With modern packaging and a focus on quality, the product appeals to an audience passionate about sustainability and tradition. The name and brand image reinforce the link with the territory, ensuring an authentic and refined experience.
What market assessments led you to create a product line exclusively for the online channel?
Piccini 1882 has always had an eye on its customers, and the new project focusing on “Costa Toscana” also treads the furrow of deep consumer care. The choice of the online channel reveals our desire to share an organic and exclusive product with our most loyal customers. Right from the packaging, the wine winks at modernity, with its contemporary and attractive look, equipped with a screw cap to preserve the pleasant freshness and elegant aromas.
What characteristics do you think characterize a wine for the online channel? Are they more about price, type, packaging, or what other aspects of the product?
An essential starting point is the brand image and the value universe it manages to evoke in the consumer’s mind. Also essential is the appellation, which helps from the outset to publicize the value and excellence of the wine, standing as a guarantee of undisputed quality. Positioning and packaging complete the circle. A separate discussion deserves the type, the relevance of which varies according to the target clientele. The key ingredient, without which none of the previous aspects would have a say, remains quality, since we are speaking to an audience that tends to be knowledgeable and passionate.
The skillful harmony between each of these parts induces consumers to repeat the acquisition, generating deep-rooted brand loyalty.
What is the target consumer you are targeting with this product?
The intriguing combination of the lapping of the sea and the rolling hills of Tuscany gives “Costa Toscana” an aura of charm that captivates the audience of wine enthusiasts and frequent visitors to our e-commerce site. By virtue of its poetic and elegant vein, the “Costa Toscana” appellation is encountering ever-increasing favor, patronized by critics and industry experts. With this line of wines, therefore, we intend to address a public that pays great attention to quality and shows that it cares about sustainability issues. We are well aware, in fact, that enhancing the excellence of Italian wines also and above all means protecting their lands of origin, a goal to which Piccini 1882 has always been committed in the forefront. To comply with this goal, the vineyards from which the “Costa Toscana” line originates have been converted to organic status.