THE CLIENT: RINALDI 1957
Rinaldi 1957 is a historic Italian company that has been selecting and distributing quality wines and spirits in Italy and abroad for over sixty years. With a deep knowledge of the Ho.Re.Ca. sector and a growing presence in the large-scale retail trade, the company has built over time a solid identity, based on values such as kindness, empathy, respect for time and nature, without ever losing the link with its history.
The year 2025 represented a turning point for Rinaldi 1957: for the first time in its history, the company initiated a complete rebranding, with the aim of more consistently reflecting its human-centered vision, new consumer languages, and desire to be a contemporary interpreter of the beverage universe.
WHY THEY APPROACHED US: THE GOALS
The collaboration between Disclosers and Rinaldi 1957 began in February 2025 with the goal of building a strategic path, supporting the internal team in defining a PR & Media Relations strategy capable of enhancing the company's new positioning, consolidating its authority in the industry, and telling the public-even non-specialists-about the values that make it unique: kindness, quality, and innovation.
The goals of the communication strategy for Rinaldi 1957 are multiple and strongly interconnected. First, we aim to position the brand as an authoritative and countercultural reality in the beverage scene, thanks to its distinctive values. In parallel, we are working on strengthening the company's media presence, both through trade and lifestyle publications, thus expanding the target audience. Another pillar of the strategy is to stimulate the visibility of individual products imported by Rinaldi 1957 through initiatives and experiential moments capable of creating genuine connections with the public and the media, such as, for example, press trips and exclusive tastings for journalists and content creators.
The team created to support Rinaldi 1957 in achieving its goals, composed of Viviana Giussani, Caterina Tomenzoli, Sara Lualdi, and Edoardo Martinenghi, aimed to obtain relevant and continuous media coverage precisely thanks to the differentiation of the type of content, declining for each brand of wines and spirits its own stylistic figure, always keeping intact the high-caliber profile of the importing company.
THE PR & MEDIA RELATIONS STRATEGY
The strategy devised for Rinaldi 1957 was developed along several lines with the aim of maximizing visibility opportunities, focusing on three main strands:
1. Lifestyle content
Rinaldi 1957 has become a spokesperson for a more conscious and sophisticated drinking culture, combining brand promotion with analysis and story angles of close relevance.
For example, for the launch of a premium gin, we took the opportunity to talk low-alcohol trend, which gave us the chance to intercept the interest of two different targets, respectively, the women-lifestyle media (ex. GQ, Cosmopolitan, Vanity Fair), curious to discover low-alcohol drink recipes, and the generalist media that took up the news under the lens of consumption and industry changes (ex. Affari&Finanza - La Repubblica).
2. Vertical content
In parallel, we have been working on more technical and sector-specific cuts, intended for titles such as, for example, Divine Spirit or WineCouture.
In this case, the focus was on launching of new products or the development of storytelling for realities, especially independent or newly established wineries or distilleries, that needed to position themselves in the Italian wine & spirits market.
3. Exclusive events and press trips
We have devised opportunities for direct contact with journalists, through immersive experiences, such as the press trip organized for the event "Les Ateliers Mosaïque" in Reims (France), the unofficial capital of the Champagne wine region, in the splendid setting of the Hôtel de Brimont, Maison of production of Champagne Jacquart. Fundamental to maintaining a lively relationship with the relevant media, the organization of launch events for Rinaldi 1957 references is an integral part of our activity; through a careful selection of brands, we propose disruptive events to the client to involve the press in guided tastings and multisensory experiences.
Recent initiatives include:
- Sip & Scent - Don Papa x 50 ml (June 24, 2025)
In collaboration with Don Papa and niche perfumery 50 ml, we came up with "Sip & Scent", a multisensory event that transformed Cortile Flora (Milan) into a corner of Sugarlandia, the Philippine island where Don Papa originated.
The experiential journey paired three rum-based cocktails with as many artistic fragrances, selected to tell the story of the product through taste and smell.
Disclosers handled the event's media relations, inviting selected journalists and engaging a targeted shortlist of content creators capable of restoring the immersive atmosphere and original storytelling of the experience.
- Santa Ana Pomelo Gin Launch (June 10, 2025)
For the launch of the new reference Pomelo Gin signed Santa Ana, we organized an exclusive event at the Hotel Indigo in Milan, involving vertical and lifestyle publications, along with a selection of influencers akin to the brand's universe.
The theme of the evening highlighted the low-alcohol trend among the younger generation, offering an opportunity to compare product and consumption context. The event helped position Santa Ana as a contemporary interpreter of gin on the Italian scene.
RESULTS.
The communication strategy for Rinaldi 1957 allowed us to broaden the company's target audience, strengthening brand awareness and brand identity through a more human and engaging narrative.
Pairing corporate content with lifestyle themes and current trends has made communication more accessible and authentic, increasing brand engagement and recognition even outside B2B contexts, thus enhancing not only the product but also the company's values, people and vision.
Notable publications include.:
Red Prawn: https://www.gamberorosso.it/notizie/canna-da-zucchero-sicilia-rum-alma/
Business&Finance (The Republic): https://www.repubblica.it/economia/rapporti/osserva-italia/osservabeverage/2025/06/11/news/mixology_e_low_alcol_il_gin_guida_l_innovazione-424662344/
People in the Kitchen (paper)
Gentleman (paper)
