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ITALY<br />
TREND<br />
BOSCA<br />
SINCE 2009, BOSCA HAS BEEN RUN BY PIA, GIGI AND POLINA, THE SIXTH<br />
GENERATION OF THE FAMILY WHO ARE CEO, CFO AND CMO RESPECTIVELY<br />
Bosca, in Canelli, boasts a history spanning over<br />
190 years, through 6 generations of a family whose<br />
entrepreneurial choices have always leaned towards<br />
innovation and exploring new horizons, without<br />
detracting from its historical heritage. “Non-conformism”<br />
and “inclusiveness” are the values that led to<br />
the creation of low and no alcohol products, which<br />
are part of a sub-brand, ‘It’s B’, stemming from a<br />
combination of experience, innovation and Bosca’s<br />
creativity.<br />
The product line updates the tradition of sparkling<br />
wines, making them the protagonists of a new<br />
drinking experience. The products have a novel<br />
flavour, are immediately enjoyable and accessible<br />
to all, and they reflect the company’s mantra of<br />
“bubbles against the tide”. Italy is still reluctant<br />
to embrace low / no alcohol wines compared to<br />
other foreign markets, including the US and<br />
Central / Northern Europe. In the Italian market,<br />
it is important to raise awareness of the category<br />
through dedicated marketing and communication<br />
campaigns, so as to encourage growth in consumption.<br />
Bosca’s sparkling wine Toselli is naturally<br />
sweet, crisp and balanced and therefore very<br />
versatile. It pairs equally well with special snacks,<br />
dessert or even spicy foods, where the sweetness<br />
of the drink counterbalances the mix of spices. The<br />
ideal alcohol-free beverages for Italians, according<br />
to Bosca, are also ‘mocktails’, a selection of alcohol-free<br />
cocktails which can now be found in every<br />
cocktail bar. Over time, ‘Low Alcohol Greens’ and<br />
‘Sparkletini’ will also make their way into the mocktail<br />
category once buyers become more knowledgeable<br />
and confident.<br />
Bosca’s non-alcoholic sparkling wines are made<br />
from must, produced by soft crushing, kept<br />
constantly at a low temperature and then gently<br />
micro-filtered to prevent fermentation. This process<br />
guarantees a product that is always fresh like Toselli,<br />
and preserves the organoleptic characteristics and<br />
natural sweetness of the grape must. For Bosca, it is<br />
essential to distinguish between low and no alcohol<br />
products both in communications and in market<br />
research because, although statistics always lump<br />
IN ADDITION TO THEIR SPLENDID UNDERGROUND CATHEDRAL CELLARS<br />
(A UNESCO WORLD HERITAGE SITE) LOCATED IN CANELLI, BOSCA HAS A<br />
STATE-OF-THE-ART WINERY IN COSTIGLIOLE D’ASTI<br />
AUTUMN 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE<br />
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