Geldermann sparkling wine in Munich – brand development & target group development
Initial situation
Geldermann sparkling wine, founded in 1838, stands for the highest level of craftsmanship, French style and traditional bottle fermentation. However, the brand was almost invisible in Munich – especially among the younger, urban target group.
Strategy & implementation
Fine Wine Solutions repositioned Geldermann – not as a ‘classic sparkling wine,’ but as a lifestyle statement. Through targeted placements in vibrant locations, emotional brand communication and the use of active brand ambassadors, perceptions were changed for the long term.
Impact
Today, Geldermann is deeply rooted in Munich's gastronomic scene and is considered a premium product for a new generation of connoisseurs.
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