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Wine Marketing: Tenute del Cerro Chooses Video Storytelling to Narrate Its Wines

  • 07/12/2023


The videos showcase the colors of the Tuscan countryside, flowers, vegetation, and vineyards, following a visitor immersed in this landscape. As she explores, viewers are captivated by the beauty of the surroundings, almost able to imagine the scents and feel the gentle summer breeze on their faces as she ventures along the path leading to the winery. This marks the encounter with the productive universe of Tenute del Cerro, a world that the Unipol Group's winery has chosen to digitally present, betting on the potential of wine marketing.

The core of the project revolves around wine storytelling, utilizing video narration that combines wine tasting with the story of the product, its terroir, and the company's philosophy. Accessible through a QR code printed on the bottle label, viewers can now immerse themselves in the narrative by scanning the digital code to discover the wines produced by the Estates of the Group.

The project aligns with the company's new communicative approach, following the virtual tour launch of Villa Grazianella. The plan is to digitize all the winery's labels. We spoke to Marco Castignani, Head of External Relations and Communication at Tenute del Cerro, and director Letizia Giorgio, the project's creator and both protagonists of the videos, to understand the project's origins and underlying values.

 

Video storytelling: More than Just Technical Information 

The digitalization journey, initially focused on Small and Medium Enterprises, evolved into a broader project emphasizing the emotional aspect. Marco Castignani explains, "The original goal was to create technical content about Tenute del Cerro's products and hospitality. However, the transition to a more extensive project that highlights the emotional aspect was quick. We decided to complement the more didactic approach with an experiential dimension. The result is a video story of Fattoria del Cerro, transcending mere informational content, giving voice to the men and women working in the company. This formula, far from being a simple lesson on wine and its organoleptic properties, acquires a poetic and emotional value, representing a genuine journey through our estates." In addition to presenting more explicitly technical aspects, the video places the description of the wine and its characteristics within a broader and more engaging narrative. It offers compelling content not only for professionals and industry insiders but also for those approaching the world of wine for the first time. Details such as the origin of the name, the reason behind its selection, and the significance of a particular product for the company ensure that each bottle takes on a different narrative value, bringing people closer to the brand in a more empathetic manner.

 

Story, product, and poetry of the places: all in a QR code

The audiovisual project launched by Tenute del Cerro aims to translate the world around wine into a language that, by pulling the right strings, engages a broad and diverse audience. In this perspective, director Letizia Giorgio embodies the traveler arriving at Fattoria del Cerro, captivated by the magic of the place and the quality of the Vino Nobile produced on the Estate. "In this context," explains the director, "the QR code serves as a gateway to enter the bottle and savor the pleasure of a slow-paced journey. For Fattoria del Cerro, we focused on the connection between the products and the poetry of the land they come from. The real challenge was to provide information about the wine while maintaining a balance between the content of the video and its aesthetic dimension. Marco Castignani's involvement allowed us to combine technical information with aspects more closely tied to experience and tradition that Fattoria del Cerro upholds."

The short film format dedicated to Nobile is just the first of a series of ten videos, each dedicated to a product of the group. In each, storytelling is entrusted to the encounter between an expert figure and a visitor embodying the emotional aspect of the tasting experience.

 

On the thread of emotion: a new narrative for Tenute del Cerro labels

Pioneering this new experiential formula, which combines digital technology, storytelling, and technical product information in a single QR code, is one of the group's most iconic wines: Vino Nobile di Montepulciano. By framing the code printed on the bottle, the label comes to life on smartphones, opening the doors of Fattoria del Cerro with its production site and landscape. Marco Castignani anticipates that this formula will be developed for the entire wine lineup in the future. Although starting with ten products, the aim is to narrate all labels and projects in this style, setting the stylistic thread for the story of Tenute del Cerro in the coming years. Recent renovations to hospitality areas and gardens in Monterufoli, as well as the inauguration of Fattoria del Cerro's logistical cellar last year, form the backdrop for this new narrative. Working towards providing an emotional touch to everything surrounding the daily production work on the estates in Tuscany and Umbria.

The meeting between production tradition and new expressive languages marks a significant chapter in the history of Tenute del Cerro—a story now accessible through a QR code. Are you ready to discover it?​​​

 

 

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