South African sparkling wine brand Bernini has launched a new marketing campaign called “Audacity To Be.” The campaign encourages women to be themselves and to celebrate their individuality.
The campaign features a series of ads that show women from all walks of life being themselves. The ads are accompanied by the slogan “Audacity To Be.”
“We believe in celebrating the real, natural women who dare to be themselves, and not pretend to be anyone else,” says Paigon Prince, Bernini senior brand manager. “Life is too short not to be authentic and audacious.”
The campaign comes at a time when the South African alcohol industry is facing a number of challenges, including rising costs, increased competition, and stricter regulations. However, the sparkling wine segment of the industry is growing rapidly. In 2022, sales of sparkling wine increased by 10% year-over-year.
“We believe that Bernini is well-positioned to capitalize on the growth of the sparkling wine segment,” says Prince. “Our new campaign is a way to connect with women and to encourage them to celebrate themselves with a glass of Bernini.”
The Growing Trend of Alcohol Brands Targeting Women
Bernini is not the first alcohol brand to target women with its marketing campaigns. Other brands, such as Graham Beck, Pongrácz, and Steenberg, have also launched campaigns that encourage women to be themselves and to celebrate their individuality.
The growing trend of alcohol brands targeting women is a reflection of the changing role of women in society. Women are increasingly becoming more independent and more empowered. They are also becoming more discerning consumers.
“Women are looking for alcohol brands that are authentic and that represent their values,” says Prince. “Bernini is a brand that celebrates real women and their individuality. That is why we believe that our new campaign will resonate with women.”
The South African Alcohol Industry
The South African alcohol industry is a major contributor to the country’s economy. In 2022, the industry generated over R100 billion in revenue and employed over 1 million people.
The industry is made up of a number of different sectors, including beer, wine, spirits, and sparkling wine. The beer sector is the largest sector, accounting for over half of the industry’s revenue. However, the sparkling wine sector is growing rapidly and is now the third-largest sector in the industry.
The sparkling wine sector is dominated by a small number of large players, including Bernini, Graham Beck, Pongrácz, and Steenberg. These brands have been successful in building strong brand loyalty among South African consumers.
The Future of the South African Alcohol Industry
The South African alcohol industry is facing a number of challenges, including rising costs, increased competition, and stricter regulations. However, the industry is expected to continue to grow in the coming years.
The sparkling wine segment is expected to be one of the fastest-growing segments of the industry. This growth is being driven by a number of factors, including the increasing popularity of sparkling wine among women and the growing demand for premium sparkling wines.
Bernini is well-positioned to capitalize on the growth of the sparkling wine segment. The brand has a strong brand identity and a loyal customer base. The company is also investing in new products and new markets.
