Go to any major wine conference and inevitably there are two major issues that come up. The inability for wine brands to effectively engage with younger drinkers who are captivated more by experience and lifestyle than by how a wine is made. And secondly the fact every bottle of wine looks the same on a shelf so how does a brand stand out from the rest? Well for the last 20 years an Italian wine brand has ticked not only those two boxes but a whole more. Welcome to VOGA Italia that for the last two decades has built up distribution in over 70 countries with its clear strategy from day one to target younger consumers with its modern, dynamic, cylindrical bottle design that evokes the best in Italian fashion and style. Richard Siddle talks to VOGA Italia ’s team in the UK, James Burston and Oliver Yemm, about how it is looking to build on the success it has had in top bars, restaurants and clubs by driving more listings and availability through the major grocery retailers. They also explain why they believe VOGA Italia is arguably more relevant than ever, particularly for younger consumers looking for drinks that match their lifestyles and what they want to be seen drinking.Read More
VOGA Italia: the disruptive lifestyle Italian wine brand of our times
