The Consorzio del Vino Vernaccia di San Gimignano from the first lockdown wanted to firmly believe in the restart. He did not stop taking advantage of this 'suspended time', far from the routine of social gatherings, events and demonstrations, to prepare the relaunch of Vernaccia di San Gimignano through a new and impactful campaign to enhance the Denomination.

Irina Guicciardini Strozzi, president of the Vernaccia di San Gimignano Consortium

"The communication review work took place during the summer of 2020, when the foundations of the new identity of Vernaccia di San Gimignano were discussed and elaborated: its mission to return to being a top wine, not only in Tuscany but also on the national and international scene, its vision of sustainable wine, its values ​​of historicity, bond with the territory and uniqueness. Hence the creative suggestion that focuses precisely on the uniqueness of Vernaccia, which makes it singular, but also feminine being the only denomination in Tuscany that can be declined in this way: Feminine, singular ",  Irina Guicciardini Strozzi, president of the Vernaccia di San Gimignano Consortium.

The objective of the Consortium's new communication campaign is to restore the right value to Vernaccia di San Gimignano and to position it in first place among quality white wines by focusing on those characteristics that make it a unique, noble and rebellious denomination.

“Unique for its versatility of white which can also be combined with dishes other than fish, capable of evolving and improving over the years. Noble for its centuries-old history that has made it a protagonist on the tables of popes and kings. Rebellious because it is the white you do not expect, which goes against stereotypes, which comes from an intact territory and does not accept compromises. A real Queen, who keeps pace with her most famous neighbors, Tuscan red Kings with a great name and great value: the White Queen in the land of the Red Kings ”.

The Consortium's 2021 communication campaign will focus above all on social channels, not only because they represent the tool par excellence to reach the millennial audience, but also because at the moment they are the only ones able to replace the events in presence, made impossible by the pandemic.