How Cantine Maschio Is Appealing to the Next Generation of Wine Lovers

New, consumer-friendly packaging reflects the priorities of younger consumers, from easy-to-access brand information to new format options that embrace the brand’s “No End to the Weekend” ethos

This advertising content was produced in collaboration with our partner, Cantine Maschio.

Cantine Maschio, which has a nearly 50-year history as one of the most prestigious sparkling wine producers in northern Italy, is rolling out new, consumer-friendly packaging for its Prosecco wines that reflects the priorities of both wine buyers and younger wine consumers.

Today, buyers and consumers want to know how the products they purchase are made, from the ingredients used to the environmental impact. The younger generation of wine drinkers in particular has become accustomed to having easy access to information about the brands of food and drink they consider for purchase.

Cantine Maschio’s innovative new packaging, which is a balance of bottle-ready and tech-enabled messaging, features an interactive QR code on the back label. The label provides information about the brand’s “better-for-you” attributes, such as the fact that Cantine Maschio’s Prosecco is low-calorie, gluten-free, vegan-friendly, and non-GMO. The new product line also delivers a range of packaging options, including Prosecco Rosé in 750-milliliter bottles, and retail trial two-packs of Prosecco Brut in 187-milliliter bottles and Prosecco Rosé in 200-milliliter bottles.

The QR code also takes consumers to a robust website that embraces the brand’s “No End to the Weekend” entertaining style in which any moment can harness the spirit of the weekend with Maschio Prosecco. Wine lovers can also use the website’s cocktail library for easy entertaining inspiration or access the purchase location assistance functionality, which helps them find stores carrying Cantine Maschio Prosecco in order to bring the carefree spirit of the brand into their homes.

The website also captures the brand’s environmental responsibility efforts, with a transparency that wine educators and buyers will value. Long a champion of sustainability in the region, Cantine Maschio has earned certifications in environmental management from Det Norske Veritas and the EU Eco-Management and Audit Scheme. Maschio, a proud sponsor of Venice Lagoon Plastic Free, is also dedicated to plastic-free consumption and responsible water use. An internal water recycling system saved over 2.6 million gallons of water in 2021 alone, and the brand is giving away 1,000 plastic-free water bottles through a sweepstakes that runs from July to September 2022.

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“For Maschio, the commitment to sustainability is a fundamental part of our business,” says Gabriele Cescon, the winemaker at Cantine Maschio. “We strive to reach our goals through the constant monitoring of our production process, and always looking for new, less-invasive methods.”

Cantine Maschio always considers three levels of potential impact—environmental, social, and economic—and manages all processes with a holistic ethos. “We understand that it is not enough to just have a sustainable production process,” says Cescon. “We also need to evaluate the social repercussions at the level of employees and neighborhood.”

This is at the heart of Cantine Maschio’s investment in a widespread culture of sustainability, and the new packaging ensures that buyers and consumers are aware that the brand fits with their values and lifestyle.


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