This week, PLA's top innovation honor goes to a new wine range that is packaged like a perfume and comes in three different scents. Mazzetti d'Altavilla Essentia Vitae - launched in Germany and Italy - has been designed to appeal to female consumers with packing and formulations intended to evoke fine fragrances. The names of the different varieties are also more commonly found on the front of a perfume bottle: No. 4 Ruche - jasmine scent, No. 6 Malvasia - rose scent, and No. 8 Moscato - violet scent. Tom Vierhile, director of PLA, says: "While perfume-inspired wine may be an acquired taste, Essentia Vitae goes further than most to connect to female consumers. Its perfume-like packaging should break through the crowded product assortments that can often confound shoppers."
Source: Product Launch Analytics, report number 775874