Calafuria Rosé x
Antinori Summer Program

Marchesi Antinori sought to bring the Italian coastal spirit of Calafuria Rosé to U.S. consumers. To succeed, the brand needed a summer activation that captured the vibrancy of Puglia while standing out in competitive wine markets. Team Material partnered with Antinori to design, produce, and deliver a nationwide program of branded experiences and merchandising that positioned Calafuria as the rosé of summer.

The Challenge

When Calafuria entered the U.S. market, the question was clear: how do you translate the bright, coastal lifestyle of Puglia into retail and on-premise programs that feel authentic, premium, and memorable? The activation needed to last through the summer season while driving visibility in both trade and consumer channels.

The Solution

We developed a full toolkit of custom-branded assets to carry the Calafuria lifestyle from shelf to table:

  • Retail & On-Premise Activations: Ice buckets, umbrellas, and branded signage for summer placements.

  • Custom Merchandise: Apparel and lifestyle items that embodied the Italian coastal aesthetic.

  • POS Tools: Bottle glorifiers and backlit displays to make Calafuria stand out in crowded categories.

  • Logistics & Fulfillment: Coordinated national delivery to ensure timely, consistent execution across accounts.

The Execution

  • Concepting and design phase completed ahead of summer reset schedules.

  • National production and sourcing managed for timely rollout.

  • Distribution to key U.S. markets, ensuring Calafuria was visible at top accounts during peak summer months.

The Outcome

The program successfully positioned Calafuria as a seasonal must-have rosé in the U.S. market. Antinori achieved:

  • A consistent nationwide brand presence aligned with the Calafuria lifestyle.

  • Increased consumer trial and visibility during peak summer months.

  • A scalable toolkit now used to support future seasonal activations.

By blending Italian-inspired design with seamless U.S. execution, Team Material helped Antinori secure Calafuria’s place as the go-to rosé of summer.

Team Material partners with leading wine and spirits brands to turn seasonal campaigns into lasting connections. From concept to design to nationwide delivery, we build activations that capture a brand’s lifestyle and bring it to life in the market.

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