Trentino pushes sparklers

22 February, 2007

Officials in Trentino, Italy, are planning to market the region as the

Champagne of Italy" with the launch of a global campaign.

The marketing

project, which includes the re branding of the Trento DOC logo, will have its UK launch at the Trentino tasting at London's Royal Opera House on Feb 26.

Trentino is one of the most important producers of Italian sparkling wine with almost 8 million bottles produced there last year, but many fail to associate the region with sparkling wine.

Tiziano Mellarini, a councillor for Trentino agriculture, commerce and tourism said: "We decided it was necessary to rebrand Trento DOC, because it is Italy's oldest methodo classico wine, although it is not often recognised as such by the trade."

The marketing campaign, commissioned by the Trentino region and 25 wine producers, includes a re design of the logo, which has been re written in capital letters with the two "O"s designed to represent the rotational movement of rémuage. The campaign will be launched in the UK this month.

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