Minale to realign Trento DOC

Minale Tattersfield and Partners has been appointed to develop the brand identity for Trento DOC, Italy’s oldest Metodo Classico sparkling wines.

The Trentino region and its 27 Trento DOC producers manufacture wines to the Champagne method, but they are not permitted to make any reference to Champagne in their branding, under a ruling by the French region’s producers. To address this, Minale Tattersfield has been briefed to work on a strategy and design that will establish a new category brand placing Trentino as the ‘Champagne’ region of Italy.

Trento DOC was the first ‘Champagne method’ production to be recognised outside France. Its brands include Ferrari – which claims to be Italy’s oldest Metodo Classico – and Rotari.

‘Their focus is on positioning themselves as a redefined category brand – the ‘second in the world’ Champagne method category and the first in Italy – to compete as a regional attraction,’ says Claire Lowson, new business director at Minale Tattersfield.

The consultancy’s work will include research, stakeholder workshops, naming, brand guidelines and expression of the visual brand.