A new, super-premium DOCG Prosecco, Ombra Di Pantera, has launched in the UK.
The producer is launching in high-end London bars and retail outlets, following a successful reception in luxury Ibiza hotspots last summer that led to demand from art and fashion’s connoisseurs of style.
The £1.5m UK launch will be supported with an innovative, integrated marketing campaign including PR, social media, experiential and trade marketing activity, encouraging consumers to ‘Step out of the Shadow’ of inferior Prosecco experiences.
Set to become the luxury Prosecco serve of choice, with its dry, fresh, light in the mouth and fruity profile, Ombra Di Pantera is crafted with the finest Glera grapes from a delicately cultivated vineyard in Conegliano, Treviso, to capture the seductive nature of Italian style.
Ombra Di Pantera, Prosecco Superiore Brut Millesimato DOCG is available in some of London’s most exclusive establishments, including Sexy Fish, Caviar House & Prunier and Jak’s, retailing for £24.99 per bottle online, at: www.ombradipantera.com and has been featured at prestigious events from Huntsman on Savile Row to Mister E’s breakthrough show at Art Basel in Miami.
DOCG is the highest classification for Italian wines, denoting controlled production methods and guaranteed wine quality. Within the Prosecco-producing region of northeast Italy, only vineyards between the towns of Conegliano and Valdobbiadene are afforded DOCG status, where winemaking methods have been refined over a thousand years and the vertiginous hills require harvesting by hand.
Against the grain of many brands in the category, Ombra Di Pantera intends to appeal to a growing male audience of drinkers concerned with quality and provenance. As such, they have featured strongly in the consumer lifestyle bibles of GQ Style, Gentleman’s Journal and Gentleman’s Life.
Francesco Vanoli, Director of Ombra Di Pantera, commented: “We consume 38m bottles a year in the UK, but only now are we becoming aware of the different qualities of Prosecco.
“Prosecco is adored year-round and sometimes it’s far too easy to pick up the first bottle off the shelf without giving any thought to the quality. We have set out to create a Prosecco of exceptional quality, for genuine connoisseurs of Italian wine.”
Ombra Di Pantera’s modern expression of Prosecco is delivered from a rich, unique heritage and a fabled history which stretches back to Roman wines of antiquity. In ancient times, traders who served wine in Venice’s Piazza San Marco would follow the shadow of the Campanile to prevent their wine from getting warm, and the Venetian expression, ‘Ombra de Vin’, meaning ‘Wine’s Shadow’, can still be heard when Prosecco is ordered in its original heartland.
Mr Vanoli continued: “We’re here to ask the UK to ‘Step Out of the Shadow’, and out of their comfort zones. It’s our passion to inspire and educate curious drinkers on the genuine craft, provenance and heritage behind each bottle of Ombra Di Pantera. Success for us isn’t about selling millions of bottles but rather more tapping into a mindset and curiosity of a public that have largely been starved of the best quality Prosecco there is. It’s our passion to ensure that we educate consumers to enjoy the best Prosecco around.”