Castel Firmian’s mission is to bring high-quality wines from the mountains to the tables of wine lovers and hospitality professionals around the world, offering the authenticity of Trentino in a glass. This is the story of how the winery embarked on a new strategy to capture the attention of these wine lovers.
It begins in the Dolomites
Castel Firmian wines are crafted in Trentino, where world-class vineyards nestle in the heart of the Dolomites in northern Italy. Here, grapes benefit from the alpine climate, with warm days and cool evenings to help them slowly mature, as they are caressed by the winds from the surrounding lakes. The network of families growing this quality fruit harness the unique terroir of small pristine vineyards to carefully select and hand-harvest grapes, ensuring perfect ripeness, and shaping the balanced bouquet and aromatic intensity of Castel Firmian wines.
The brand’s namesake, Firmian Castle, is a grand 15-century noble residence that overlooks the fertile Piana Rotaliana plain. A true Trentino landmark, the castle stands as testament to the region’s enduring viticultural heritage. The art of winemaking has defined this community’s identity for centuries.
The grand 15-century noble residence, Firmian Castle sits high in the Dolomites.
The character of Trentino
Focused on quality, Mezzacorona’s winemaking team produce single-varietal wines, so that Trentino’s native grape varieties find their voice with crisp, fresh wines, alongside characterful interpretations of renowned international varietals. Flagship Pinot Grigio and Teroldego Rotaliano wines – the very heart of Castel Firmian’s identity – stand out alongside Chardonnay, Nosiola, Moscato Giallo, Müller Thurgau, Gewürztraminer and Sauvignon Blanc. Among the winery’s outstanding red wines, you’ll find Pinot Nero, Cabernet Sauvignon, Merlot, Schiava, Marzemino, Lagrein and Lagrein Rosato. These ‘mountain wines’ from Trentino’s high-altitude vineyards are expressive, refined and have an unmistakable sense of place.
The Repositioning project
Mezzacorona has undertaken an ambitious repositioning strategy with Castel Firmian, aimed at strengthening its presence in the premium market, with a focus on hospitality professionals, as well as consumers who value craftsmanship and authenticity. The brand’s premium positioning promotes both its commitment to quality and accessibility, highlighting its cooperative heritage, its deep connection to the region and its commitment to creating wines of place.
Castel Firmian’s rebrand reflects Trentino’s heritage and value, with the castle on the label connecting the winery to its history, and the mention of the mountainous terrain – highlighted in golden foil – demonstrating the importance of terroir.
The Rebrand
As part of its new strategy, Castel Firmian has visually rebranded itself with timeless style that reflects Trentino’s heritage and value. The castle on the label connects the winery to its origins, and the mention of the mountainous terrain, highlighted in golden foil demonstrates the importance of terroir. The colour palette and the modern typography add depth and elegance.
Carefully chosen paper labels and lightweight bottles have reduced the winery’s environmental impact, supporting the brand’s commitment to sustainability. Castel Firmian’s rebrand tells a story of craftsmanship, consistent quality and authenticity that have been synonymous with the Mezzacorona brand for over 120 years of winemaking heritage and cooperative legacy.
Content supplied by Castel Firmian and edited by Decanter Staff.
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