Bucharest, June 24th 2020 – THE ICONIC ESTATE, part of Alexandrion Group, the biggest producer and distributor of alcoholic drinks and wines in Romania is launching the new visual identity and new portfolio structure of Prahova Valley wine range, meeting the current and diversified needs and wishes of the consumer and shopper. Prahova Valley is a representative range in the large variety of wines present on the Romanian market and through the new visual identity aims to consolidate its brand position defined by authenticity, quality and uniqueness.
The story of Prahova Valley brand, the name of which was inspired by the famous geographical region of Romania, acknowledged for the beauty of its landscapes, started 17 years ago. The distinct taste and harmonious structure of the wine remind of the bright sun, the blue sky and the serenity of the charming places from Prahova Valley, where the connection between people and nature is easy to rediscover.
„Prahova Valley is an emblematic brand for The Iconic Estate portfolio, with tradition in Romania and appreciated among the consumers and partners, especially due to its quality. The new visual identity has the role to consolidate the tight connection with Prahova Valley, the name of which it bears, communicate the brand’s attributes and benefits, strenghten the emotional connection with the consumer and shopper and increase the visibility at the shelf, amplifying, thus, the value of Prahova Valley brand in the still wines category. The expansion of Prahova Valley with new products, according to the market demands and specific trends is a strategic development direction for a good capitalization on the still wines market” said Marinela Popescu, marketing director, Alexandrion Group.
The new harmonious visual identity marks a new stage in the life of the range, unifying the products from the portfolio like a brand signature. The nature’s elements- the valley, the mountains, the river- discretely represented on the background, evoke the brand’s name and induce to the consumer, through their symbolism, a state of relaxation, specific to the walks in the nature, that favour introspection. The name of the brand is more visibile and clear now due to the font which is much more expressive and in line with the new graphich trends.
The logo of Prahova Valley range, the sun symbol, source of life and energy, has been kept, but its brightness has been intesified to suggest the intensity of the tastes of the wines that compose this range and their persistance in the olfactory and gustatory memory of the consumer. The tag line „Born from nature, perfected with passion” reflects the strong connection of the brand with nature and its wonderful gifts, with the people that worked hard and dearly on grape harvesting, wine production and establishing the perfect balance between flavours, to offer to the consumer a classical, elegant, versatile wine, that adds a plus of charm to each moment.
The label is completed by The Iconic Estate stamp, that certifies the almost 130 years of experience in wine production.
Prahova Valley range includes now 9 wine types, created to give flavour and brighten the moments spent with the family, friends and colleagues: relaxed or festive dinners or lunches, private or formal events, anniversaries, holidays, vacantions or journeys. Each of the 9 wines- 4 white, 4 red and 1 rose- has a different, unique, surprising composition, so Prahova Valley covers a very wide range of consumption occasions and tastes. Prahova Valley portfolio has been enriched with a new wine type – Fetească Regală, medium dry – a white wine, with yellow fruits and wild flowers flavours and subtle notes of grepfruit. Dynamic and friendly, the wine highlights the white meat or seafood dishes and can also be served with starters.
Prahova Valley white wines range: Chardonnay-dry, Fetească Regală- medium dry, Fetească Albă- medium dry and Sauvignon Blanc- medium dry, fresh, tonic, light, ideally compliments the white meats, seafood and fish dishes, but also pasta and starters.
With a balanced structure and riped red and black fruit flavours, Prahova Valley Merlot Rose, medium dry is an elegant, refined wine, that completes the light dishes: starters or white meats and salads.
The 4 red wines from Prahova Valley range – Cabernet Sauvignon dry, Merlot dry, Fetească Neagră medium dry and Pinot Noir medium dry – are enchanting combinations of forest fruit, plums, black cherry flavours, intensified or tempered by vanilla, black pepper, tobacco or maple notes, to create a perfectly balanced taste. The wines are recommended in combination with red meats, cheese or pasta.
Prahova Valley also benefits from the extension of the liter range. Thus, three of the wines- Sauvignon Blanc – medium dry, Merlot Rose – medium dry and Cabernet Sauvignon – dry are also available now in the 0.187 ml version.
The Iconic Estate is also preparing other news for the Prahova Valley portfolio, which will be communicated to the consumers and shoppers in the following period.
Prahova Valley wines, as well as all The Iconic Estate wines are available in the large retail chains, proximity stores, HoReCa locations, online specialized stores and on iconicdrinks.shop, part of Alexandrion Group.
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THE ICONIC ESTATE, member of Alexandrion Group, is producer, exporter and selectiv importer of sparkling and still wines. The company owns production and storage intallations, three bottling lines, storage with controlled temperature and underground cellars. The winery from Tohani, Gura Vadului has one of the biggest cellars from Dealu Mare region and a processing capacity of 5,000 tones of grapes per year, approximately 3.6 million liters of wine being produced annualy, representing approximately 5 millions of bottles. Every year, the produced wines were awarded in various international competitions. THE ICONIC ESTATE is selling its wines in more than 40 countries in the world and has become the second biggest exporter of bottled wines in Romania.
Rhein & CIE Azuga cellars, part of THE ICONIC ESTATE are the oldest location where the sparkling wine has been produced according to a traditional method from France, from the set up until now. The Royal House of Romania appreciates the wines from our cellars for their superior quality, having appointed THE ICONIC ESTATE the official supplier for still and sparkling wines.
THE ICONIC ESTATE owns over 255 hectares of wineyards, most of them being located in one of the most fertile wine regions in România, Dealu Mare – a region that provides a significant part of the grapes used for the production of exceptional wines, similar to two famous wine regions in Europe: Piemonte in Italy and Bordeaux in France.
The quality, value, refinment and distinction of the wines, recommed THE ICONIC ESTATE as one of the best Romanian wine producers that have valued the wine potential and diversity of the country, through own production wines: Rhein Extra, Millennium, Hyperion, Neptunus, Kronos, Rhea, Theia, Colina Piatra Albă, Byzantium, Prahova Valley, Floare de Lună, Floarea Soarelui, La Umbra, La Crama and others.
Contact: Valentin Popescu, Sports Marketing and Communications Director
Email: valentin.popescu@alexandrion.ro
