| Vinexport - Afrodita
2009 REBRAND 100 Winners > notable
Industry/Sector: Beer, Wine, Spirits
Component Rebrand
Country Base: Romania
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting/Challenge - Set up in 1969 at Focsani, Vinexport is currently the fifth biggest wine producer in Romania. In autumn 2007, the company decided to relaunch a range of sparkling wines and turned to Grapefruit for package design and consulting.
Strategy - Grapefruit designed the packaging for three assortments--medium dry, strawberry and peach flavoured. The process was meant to refresh a former Vinexport brand of sparkling wine, highly successful during the 90s, at the most opportune moment for both the product per se, as winter holidays account for the highest consumption of sparklers, and for Vinexport's strategy, which aims at adding competitive brands to its current porfolio.
Result - According to MEMRB studies, the sparkler market rose by 30% in 2007 compared to 2006, reaching a total volume of 24.700 hl and a total value of 39.000.000 RON. Given the fact that winter holidays account for over 60% of total annual sales, newly rebranded Afrodita reached a 6% market share (pertaining to sales volume) and a 5% market share (pertaining to sales value) in only two months, marking a very important success for the brand.
Credits:
Client: Vinexport: Afrodita Wine - www.vinexportromania.ro
Brand Strategists/Designers: Grapefruit - www.grapefruit.ro
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