Respected Verona-based vintner launches Pasqua Passimento internationally and commemorates 90 years with limited edition Amarone
Pasqua Vigneti e Cantine, the noted Italian vintner based in Verona, Italy, this year celebrates its 90th anniversary with:
Pasqua wines' Passimento red, inspired by Verona and the legacy of lovers Romeo and Juliet, has become one of the fastest-selling wines in the U.S. and abroad. (Photo: Business Wire)
- the global introduction of the Passimento Rosso Veneto wine in 60 international markets,
- a limited edition Amarone, and
- a "Roaring 20's"-themed celebration during Vinitaly this March.
The new wines and by invitation-only anniversary event are part of a reinvigorated marketing strategy for Pasqua as it attracts Millennial consumers and pursues increased growth in North America and key global markets like Sweden, Germany and the U.K.
Pasqua was founded in 1925, hence the 20's era theme for the celebration at the San Felice Winery. However, Riccardo Pasqua, the third generation family member who leads global marketing in addition to overseeing North American operations, says "Pasqua is only looking toward the future. Honoring our 90th year in business is not a look back at history, it is a commitment to our current and future goal of making Pasqua a globally recognized name in premium wine."
A key part of Pasqua's brand building strategy: Passimento Rosso Veneto, a sexy, round, fruity red that became an immediate success upon its introduction last year. The elegant blend of corvina, croatina and merlot grapes has exceeded all sales expectations, so much so that Pasqua increased Passimento's production from an initial run of 15,000 bottles to quadruple that for 2015.
Priced at US $15-20 for a 750-ml bottle, Passimento easily straddles being both an everyday wine and an occasion wine. "Pasqua Passimento has the potential to become the global flagship of the Pasqua brand. Its modernity and strong product narrative are connecting with younger wine enthusiasts around the world. Passimento is complex, but never intimidating another reason retailers and consumers have become so loyal to this new red," says Riccardo Pasqua.
Passimento draws its inspiration from the city of Verona and the legacy of famed lovers Romeo and Juliet. The courtyard of Juliet's home is one of the city's most popular tourist destinations, the courtyard walls adorned with the romantic missives of people in love, from around the world. Those sentiments informed the creation of the wine, from production to packaging. Passimento's striking label even features images from the wall, a graffiti-like mix of handwritten, heartfelt sentiments.
At Vinitaly, Pasqua will introduce a limited edition Amarone della Valpolicella Riserva from 2006, of which only 1,925 bottles, all numbered, will be made. That quantity reflects the year Pasqua was founded: 1925. "Amarone remains one of Famiglia Pasqua's legacy wines, and we want to share this exceptional vintage with the market," says Riccardo Pasqua.
Finally, the Pasqua Family's celebratory event takes place Monday, March 23 at the San Felice Winery, on the second day of Vinitaly. The dinner party is inspired by the glamorous and sparkling atmosphere of the Roaring 20's. Aperitif and dinner will be served in the Barricaia accompanied by the energy of the Storyville Jazz Band.
For more information, visit www.pasqua.it.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150318005552/en/
Contacts:
Media inquiries:
For Pasqua
Arthur Gallego, 917-593-3097
ag@gallegoandco.com
