With the 12eMezzo wines, Christmas songs arrive.
On the labels of the highly anticipated Varvaglione 1921 wine line, a QR code allows access to a playlist featuring Christmas songs from various countries around the world.
Marzia Varvaglione: "It's a way to embrace everyone who chooses our wines, at every latitude and longitude."
Jingle Bells, White Christmas, and Silent Night, along with many other famous songs, all on... a bottle. Varvaglione 1921's Christmas 2022 is all about the multi-sensory experiences that wine and music can provide. The unifying element is, once again, a unique label: on the wines of the 12eMezzo line (Negroamaro, Primitivo, and Malvasia Bianca), a QR code leads to a Spotify playlist specially created by the Apulian winery, featuring all the versions of the most beloved Christmas songs.
The launch of the Christmas Edition is scheduled for Tuesday, November 22nd, the day that traditionally marks the beginning of Christmas in Taranto with the feast of Saint Cecilia. This choice underscores the strong bond between Varvaglione 1921 and the territory where its roots lie.
After purchasing a bottle of the special edition 12eMezzo, simply scan the QR code on the glamorous label with your phone to be transported into a Christmas atmosphere, featuring ancient and modern songs that reflect the diverse cultures and ways of celebrating Christmas around the world.
"We wanted to find a way to embrace all the markets where our wines are appreciated," explained Marzia Varvaglione, the company's Head of Marketing and Foreign Markets. "The idea came to us by thinking of Christmas as a holiday that connects and unites even vastly different peoples. With this label, we not only want to enrich the entirely olfactory and gustatory experience of sipping good wine with music, but also celebrate our company's growth across different latitudes and longitudes with a tribute to each country." Therefore, a Christmas is envisioned where new joyful family memories can be built, by tasting Varvaglione 1921 wines on tables all over the world. Thus, savoring a bit of Puglia and Taranto too. And precisely to not forget tradition, the special Christmas playlist will, of course, also include the "Pastorale Tarantina."
"We strongly believe in the slogan think global, act local," says Marzia Varvaglione. "Increasing our visibility in Asia or America means promoting and developing the Ionian territory, a wonderful corner of the Earth where we have been creating, designing, and innovating for over a hundred years. We wanted to pay homage to Taranto by including the Pastorale in this playlist, certain that it will also touch hearts beating thousands of kilometers from here."
