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Franzia refreshes packaging, debuts new campaign

BY DSN STAFF

Franzia’s got a whole new look and message to spread.

The Livermore, Calif.-based company, which is part of the Wine Group portfolio and known for its line of boxed wines, announced the launch of a new campaign focused around the lifelong friendships that could be made around a box of Franzia.

“While Franzia continues to have a strong pull with Boomers and GenX wine consumers, the brand’s largest demographic segment is millennials. We want to be sure we’re growing with our customers at all stages of life. This new campaign is designed to reinforce the message that Franzia can be enjoyed at any age and encourages our customers to be ‘Franz for Life’,” Jeff Dubiel, the chief marketing officer at The Wine Group, said.

To celebrate the launch of its “Franz for Life” campaign, the brand also updated its packaging and even added new wine offerings.

Featuring updated graphics, colors and a new image of the recognized wine pour that’s on the front of every box, the brand is adding 500 ml tetra packaging of Chardonnay, Pinot Grigio/Colombard, Rosé and Crisp White beverages, which will retail for $3.49 each.

In addition, the brand also is extending its 5-l., lineup by adding Rich & Buttery Chardonnay, which was created through a malolactic fermentation, and retails for $17.99 each.

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