Calafuria × Antinori
The Rosé of Summer
Translating the bright, coastal lifestyle of Puglia into U.S. retail and on-premise — a summer-long toolkit that made Calafuria the rosé to reach for.
The Challenge
Marchesi Antinori sought to bring the Italian coastal spirit of Calafuria Rosé to U.S. consumers. 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 for timely, consistent execution across accounts
The Execution
Concepting and design were completed ahead of summer reset schedules. We managed national production and sourcing for timely rollout, and distributed to key U.S. markets — ensuring Calafuria was visible at top accounts during peak summer months.
The Outcome
The program 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, and a scalable toolkit now used to support future seasonal activations. By blending Italian-inspired design with seamless U.S. execution, we helped Antinori secure Calafuria's place as the go-to rosé of summer.