Rocca Ventosa of Cantina Tollo the restyling of the labels is the result of a neuromarketing research

New labels for Rocca Ventosa , the historic Cantina Tollo line dedicated to large- scale retail trade. The restyling is the result of a neuromarketing research conducted by the Abruzzo winery together with Umana Analytics , a spinoff of the University of Chieti and Pescara led by Professor Riccardo Palumbo . The survey aimed to analyze the purchasing processes by involving a representative sample of different clusters of wine buyers. The various behavioral and psychophysiological reactions were recorded and processed by the University on the basis of the criteria of attractiveness, positioning and recognisability of the label. The results that emerged were decisive for the choice of the new image, in which the distinctive elements of the labels such as the rock, the wind and the brand in evidence remain clearly visible, true custodians of the recognisability of the line. "We have kept the fundamental symbols of Rocca Ventosa - explains Andrea di Fabio , sales and marketing director of Cantina Tollo - transforming them and integrating them with others that best express their history and origin and tell our region, our territory and wines from Cantina Tollo ”. “The research - continues Riccardo Palumbo - was carried out through specific analyzes such as eye tracking and the reconstruction in the laboratory of a shelf that saw the Cantina Tollo bottles alongside those of direct and indirect competitors. The reactions of the panel of customers were fundamental in choosing the new image of Rocca Ventosa ”. The Montepulciano and Sangiovese labels have been revised using the black background, while the Cerasuolo, Chardonnay, Trebbiamo and Pinot Grigio have kept the white base. The visual is made up of many small dots, ideally grapes, which with their sinuous and dynamic movement go to draw the silhouette of a rock, a symbol of tradition. The composition, chromatically declined for each grape variety, is ennobled with relief details and colored foils. The words wind , sea and mountain tell the consumer about the Abruzzo land where the wines of Cantina Tollo are born, while passion and authenticity are the necessary conditions without which it is impossible to give life to a good wine.

Cantina Tollo is today one of the most important and consolidated companies in the Italian wine sector. It markets 13 million bottles a year, boasts about 700 members and 2,700 hectares cultivated in an area that has always been dedicated to wine production. The vineyards of Cantina Tollo extend from the hills of the coast to the slopes of the Maiella, in a typically Mediterranean climate, characterized by significant temperature variations. The production is concentrated on the typical and indigenous vines of the area (Montepulciano, Trebbiano, Pecorino, Passerina and Cococciola), traditionally cultivated in pergola, with a strong vocation for experimentation in the field and in the cellar. Cantina Tollo bottles are distributed in all Italian regions, in almost all the countries of the European Union, in particular Germany, the Netherlands, France, Denmark and the United Kingdom and, overseas, in Japan, the United States and Canada. Cantina Tollo also looks to new emerging markets such as Russia, India and China.