GG_N52_FR

STRAITALIAN OFFERS QUINTESSENTIAL ITALIAN STYLING, WITH A SIGNIFICANT TWIST
a range extension with a difference of the company’s Prosecco in its distinctive
painted white bottle. “We wanted to take our existing Bocciamatta line further
by making the bottle even more distinctive”, recounts Peragine. “So we met with
Riccardo Capuzzo, who is a Milan stylist. He had already produced these extraordinary
pen drawings and has a range of products that sport them. The white painted
bottles of Bocciamatta really enable them to stand out”. The drawing is scanned
and digitally imprinted onto the bottle. “It is not a plastic sleeve or a screen print.
We don’t want to add to the plastic already in the world”. The sustainability of the
design is echoed in the potential post-consumption usage of the bottle. “Once
you’ve drunk the wine, the bottle is so beautiful that you want to keep it and do
something with it, like a lamp or a vase”. The collectability of the bottles is enhanced
further by the desirability of Capuzzo’s own collections, with some items retailing
for €250. “If you buy a bottle of our Prosecco, it will cost you €25-30!” StraItalian
has thought through every detail of the process: “The regulatory back label can
easily be peeled off, with a little press of the finger, and it leaves no stickiness”. The
result has been “overwhelming demand. We only produced 3,000 bottles to start,
and they sold out within 72 hours. So we’re now scaling up production to meet that
demand, in Italy and worldwide”.
StraItalian, which means quintessentially Italian, has leveraged its distinctive
approach to production and marketing to grow sales relentlessly year-on-year.
“That’s due to our new product launches, like Strato and Bocciamatta, so the best
is yet to come!”
SUMMER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE
115