Soft on the palette and with an accessible price point, easy to drink Prosecco has been stealing a march on Champagne and Cava sales. Its growing domination of the sparkling wine fixture was threatening Spanish Cava producer Freixenet’s future. In a bold move aimed to de-position other brands, Freixenet set out to launch a premium Prosecco that would be over 30% more expensive than others. The challenge was to create a highly desirable branded bottle and packaging that was clearly Prosecco, but which looked worthy of such a premium price. The bottle was shaped like a Prosecco, but with a look that took its inspiration from the diamond symbol and was infinitely more desirable. Launching into the hugely demanding UK market in 2017, the design has proved irresistible, with Freixenet exceeding value and volume sales targets. Supermarket buyers listed it with no hesitation, and the brand also achieved unprecedented distribution in the on-premises segment, with support from retailers such as All Bar One. Following the UK success, Freixenet Prosecco is now available in 15 international markets.