Case Study · Wine & Spirits Industry
Telling the Story of Wine
How to Tell the Story of a Culture.
Disclosers is an independent PR and media relations boutique based in Milan, founded in 2018. We work across multiple sectors; in the wine and spirits industry, we support wineries, distributors, and collective brands with press office services, media relations, events, and influencer marketing, both in Italy and abroad. Here are three case studies: Rinaldi 1957, Cantina Urbana, and Bolè, including background, strategy, and results.
Rinaldi 1957
A long-established and leading company in the import and nationwide distribution of premium spirits, distilled beverages, wines, and champagne on the Italian market.
Background and Objectives
We find ourselves in a beverage market that is increasingly focused on authenticity, craftsmanship, and contemporary luxury, and in early 2025, Rinaldi 1957 launched its first major rebranding in its history.
The goal was to revamp the Bologna-based company’s visual identity, positioning it as an elite observer and "cultural" distributor, grounded in kindness and a human-centric philosophy.
At the same time, the campaign was intended to promote a “slow” consumption model and support the launch of new exclusive products in the catalog (particularly premium rums and low-alcohol citrus-flavored gins) by capitalizing on emerging trends in contemporary mixology.
Strategy
Parallel communication channels to promote the company’s rebranding, position the new exclusive products in the catalog, and establish a consistent presence among creators and mixology influencers.
Human-Centric Rebranding Campaign
The new visual identity, designed by Marcello Minale, will be launched in February 2025. It focuses on the kindness of human relationships and respect: a refreshed, historic image rooted in the values of emotional well-being and mindful tasting.
Avant-garde rum
Launch of the spiced Cuban rum “Black Tears” and an exclusive partnership with the Alma Distillery for “Rum Mater,” the first Sicilian 100% sugarcane spirit from Modica. Introduction of Damoiseau’s “Rhum Agricole” from Guadeloupe.
Low-alcohol and citrus-flavored drinks
A systematic focus on low-alcohol blends with the commercial launch of Santa Ana Pomelo Gin and Yu Black Lemon Gin, a French spirit made with yuzu and black lemon by Spiritique.
Spirits and Celebrities
Introduction of brands endorsed by Hollywood stars: Aviation American Gin (Ryan Reynolds) and Brother's Bond bourbon (co-founded by Ian Somerhalder).
Maison Jacquart
Presentation of the 2018 Blanc de Blancs vintage with Jacquart on Stage, a Milanese pop-up event that combined wine tasting with contemporary pop art installations.
Immersive events throughout the region
Daiquiri Week, featuring over 60 participating venues across Italy; the Don Papa Summer Tour, with 20 immersive stops inspired by Sugarlandia; and the Whisky Experience Nights dedicated to the Scottish single malts Arran and Douglas Laing.
Cultural Sponsorships
Partnership as the official sponsor of the 8th edition of the Alberto Sordi Family Award 2025.
Mixology Terms
Selection and coordination of bartenders, bar managers, and beverage culture creators to showcase the new spirits in the catalog from the perspective of those who work with them every day.
Seeding and Content for Launches
Ongoing product seeding activities and content dedicated to each new exclusive release—from premium rums to low-alcohol citrus-flavored gins—featuring food, lifestyle, and travel creators.
Creator at events
Featuring the selected profiles in live events—Jacquart on Stage, Daiquiri Week, Don Papa Summer Tour, and Whisky Experience Night—to expand the digital reach of each stop.
PR and Digital Consolidation
Strategic renewal in 2026 of the partnership with Disclosers to coordinate press coverage, digital PR, and corporate media relations.
Results
Public relations and digital PR efforts generated extensive and ongoing media coverage throughout the entire two-year period of 2025–2026, placing the Bologna-based company in Italy’s most prestigious publications.
Local Spots — Daiquiri Week
Stops — Don Papa Summer Tour
Years of continuous coverage
Regular coverage and interviews with Valentina Ursic in *La Repubblica* (in-depth articles on mixology and low-alcohol drinks), *Milano Finanza* (a special feature on female leaders in the spirits industry), *Il Giornale* (the launch of Rum Alma), L'Espresso, and on the To Be Continued blog—Il Sole 24 Ore. Coverage of the new corporate image by national news agencies such as Askanews.
Urban Winery
Italy's first metropolitan winery (urban winery), a pioneer of a model that combines artisanal production and direct sales in the heart of the city.
Background and Objectives
Founded in Milan in 2018 by entrepreneur Michele Rimpici, Cantina Urbana was created with the goal of bridging the gap between grapes and people.
After an exceptional 2023, which ended with consolidated revenue of 1.3 million euros, the goal for 2024 was to support a new phase of expansion.
The campaign was designed to reinforce the brand’s leadership as the undisputed pioneer of urban viticulture in Italy, emphasizing craftsmanship, sustainability, and unconventional conviviality.
Strategy
Parallel communication channels focused on the consumer's direct experience, product innovation, and education.
Education and Hands-On Learning · Cantina Urbana Academy
Launch of a series of wine tasting and viticulture courses, each consisting of three evenings, led by FISAR sommelier Fabio Nappo and Winery Manager Germana Cangelosi: technical training combined with relaxed social gatherings at the winery.
Sustainability and the New Vintage
Official presentation of the new wines inspired by Lombard tradition, made from select grapes from the Oltrepò Pavese region, featuring lightweight and sustainable packaging: Milano Organic, Bianco King, Ringhio Orange, and Barbera Make Your Wine.
Entertainment and Tradition · Sing in the Wine Cellar
Special events that blend wine and entertainment, such as the "Canta in Cantina" dinners featuring singing and dancing, led by musician Tommaso Partesana.
The Retail Ecosystem and Democratization
Consolidation of urban spaces—the Winery on Via Ascanio Sforza along the Navigli, the wine bars in Porta Romana and De Angeli, and the dark kitchen Osteria Na.Pa.—in support of a democratic dining model and a short-supply-chain B2B channel for Milanese restaurateurs.
Results
Through our PR efforts, we achieved extensive and wide-ranging coverage, positioning the brand in national, industry-specific, and Milan-based publications.
Publications
Reached Audience
Circulation
Estimated views
Corporate coverage focused on business and financial reports in *Il Giorno* and *Quotidiano Agrisole* (*Il Sole 24 Ore*), with regular coverage in leading wine and retail publications.
Bolè
A collective trademark and a project for a premium sparkling wine from Romagna (Novebolle Romagna DOC Spumante), born from a strategic joint venture between two long-standing cooperative giants in the region, Caviro and Terre Cevico.
Novebolle Romagna DOC Sparkling Wine — an accessible sparkling wine for the region.
Background and Objectives
The Romagna wine region had witnessed the emergence of an unprecedented collaboration: the two major cooperatives, Caviro and Cevico, had invested 1.5 million euros to develop and launch the Bolè sparkling wine.
The main goal was to promote the region’s native grape varieties (Trebbiano di Romagna and Sangiovese), positioning Romagna as a premier region for sparkling wine production and moving it beyond the realm of bulk or table wine.
The brand aimed to establish a democratic yet high-profile positioning, positioning Novebolle as a global competitor to Prosecco. At the same time, the marketing campaign was designed to support the brand’s entry into and consolidation in international markets, starting with the demanding U.K. market.
Strategy
An integrated, multidisciplinary communications strategy to build the brand’s credibility and connect it with young consumers and international markets.
The Under-35 Team and Democratic Positioning
Brand building and image development are led by Nicole Poggi, who heads a lean, young team with a very high proportion of women (five women and one man, all under 35). Bolè is becoming an accessible sparkling wine, perfect for both a 30-something’s aperitif and a Sunday lunch for those over 60.
Local Culinary Experiences · BolèBites
Conception and launch of BolèBites and its Christmas Edition: exceptional culinary journeys that pair sparkling wine with the finest specialties from the Romagna region, creating an experiential connection with consumers.
Integrated Multidisciplinary Project
A communication format that blends wine, music, and original illustrations, enriching the brand's artistic vision and packaging to capture the latest consumer trends.
Internationalization · United Kingdom
Coordination of international PR campaigns and targeted launches in the UK to establish Bolè’s credibility among industry professionals and the press in the United Kingdom.
Line Expansion · Novebolle Rosé
A strategic launch of the Sangiovese-based Novebolle Rosé in mid-2020, designed to capitalize on the global trend toward rosé sparkling wines and capture summer consumption.
Results
The PR and press monitoring efforts generated extensive international media coverage, firmly establishing the brand in the most influential media outlets in Italy and around the world.
Ongoing coverage in *La Repubblica* (with extensive features on the success in the United Kingdom and the trend toward rosé sparkling wines), *Style* — *Corriere della Sera* (Bolè named among the best wines at Vinitaly 2019), Fortune Italia, ANSA (focus on the Caviro-Cevico industrial alliance), and a prestigious feature article in Forbes US by Livia Hengel, “Meet Bolè, Italy’s Newest Sparkling Wine Made in Romagna.”.
Reviews and in-depth features on the comeback of Sciampagna Romagnola, including direct comparisons of its commercial competitiveness with Prosecco.
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