Posted on | October 29, 2013
Written by | Kristen Wolfe Bieler
Spain’s best-known Cava—Anna de Codorníu—is enjoying a significant boost in the U.S., thanks to a packaging redesign and new marketing campaign. We sat down with Aveniu Brands Marketing Director Melanie Pyne, to learn more about the brand’s future.
The Beverage Network: Anna de Codorníu is most recognized Cava in Spain—where do you see potential in the U.S. market?
Melanie Pyne: Anna de Codorníu is poised to grow in the U.S. market with the launch of a new, modern packaging change October 1st. The current U.S. distribution base of Anna is increasing, particularly in key markets such as Texas where the brand enjoys strong distributor focus.
TBN: What was the motivation behind Anna’s recent package redesign?
MP: We are trading in our traditional label for a brighter, more contemporary look. We maintained the white color (and pink for the Brut Rosé) and a clear identification of Anna, but with the new “wrap” material. The packaging has performed well in research testing and has generated excitement within our wholesale network.
TBN: Anna’s target demographic is “sophisticated moms, age 25–54.” What about the brand appeals specifically to this group?
MP: Female consumers strongly influence purchasing choices in the U.S. Anna’s bright, vibrant fruit appeals to their sense of taste and relaxed entertaining. Anna is well-positioned to emerge as a premium sparkling wine, ranking high on style points, but also with the message that bubbles make any day a celebration.
TBN: What consumer and trade programs do you have planned?
MP: Our integrated marketing campaign—“Anna, what are you celebrating?”—was developed to encourage brand discovery, awareness and purchase of Anna de Codorníu. Our consumer and trade programming is designed to build core consumer loyalty through a limited edition holiday pack, local major market activities, social media activation and select digital marketing alliances.
TBN: At $14.99 SRP, Anna is more expensive than most Cavas, yet still represents great value. Do you see competition coming more from other sparkling wines like Prosecco and even Champagne?
MP: With the rise in popularity for sparkling wines like Prosecco, consumers are introduced to Cava for their accessible flavor profiles and favorable price points that fit their more-casual lifestyle. Anna can only benefit from these consumption and quality-to-value trends.
SIDEBAR: Making Anna de Cordoníu
Codorníu practices sustainable agriculture in three distinct areas of Spain, matching each variety with the most suitable conditions. The Chardonnay and Pinot Noir used in Anna Brut and Anna Brut Rosé are sourced primarily from their vineyards in Costers del Segre. This region has a continental climate, which produces grapes with optimum concentration and intensity.
Each plot is harvested and vinified separately using the traditional method (first introduced in Spain by Codorníu in 1872). The free-run juice becomes young, aromatic base wine. After yeasts and sugar are added to start a second fermentation in the bottle, the bottles are stored in Codorníu’s cellars (which were declared a National Historic Artistic Monument) for at least nine months, developing complexity and depth of flavor.