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Can You Build a Brand via Social Channels? RPM Showed Riondo How.

 

Written on 04/30/19 6:15 AM

 

As the prosecco category has grown significantly in the U.S., RPM has helped accelerate Riondo Prosecco’s rise. Prosecco is at the forefront of this sparkling wine boom, with producers and marketers competing to win share among fickle consumers, and they’re making progress. Value is growing ahead of volume according to both Nielsen and IRI data. Prosecco volume also continues to increase, with a range of 1.6 million to 2.25 million cases sold and a lift in revenue somewhere between 14.2% to 16.4% ($247 million to $347 million) in 2018.

Competition for Prosecco consumers is fierce; so, how can a relative newcomer grab share and cultivate consumer loyalty with a limited budget? That was the question RPM had to answer for Terlato Wines when the company acquired Riondo. Even with a limited budget, we needed to make an impact to get a foothold in the burgeoning category. RPM and Riondo turned to social channels with unique creative that stood out among the other brands and content that invited engagement with our core audience.

The result? Shanken News Daily, which provides exclusive news and research on the wine, spirits and beer business, recently called Riondo a “brand to watch” as it trends toward “hot brand” status. In fact, Riondo jumped 24% in 2018 to 192,000 cases sold, setting the pace for continued success.