Silvio Carta: Listening to the market to shape a unique wine

A research project to support the development of a new premium red wine rooted in the Sardinian territory.

The Challenge

As part of the PRINVEOR project, promoted by LM Consulting on behalf of the Silvio Carta winery in collaboration with the University of Cagliari, a research project was launched to support the development of an innovative red wine, made from a blend of native Sardinian grape varieties, including the historic Vernaccia di Oristano.

The goal was to understand how to effectively position this novel offering on the market and assess the perception of the product and project among expert target audiences and informed consumers, in a competitive environment where quality red wine is undergoing a profound transformation.

The Research Approach

To validate the concept and gather useful stimuli for the development of the product, LM Consulting and Hangler

Marketing worked closely together to define the architecture of the survey.

LM Consulting directed the research strategy and content, while Hangler Marketing took care of the operational management.

This exclusive partnership for the Sardinian region guarantees companies an approach that integrates strategic vision and methodological specialization.

The path developed through:

• 🍷 Qualitative focus groups with 34 participants, including certified experts and sophisticated consumers, conducted in Milan and Oristano.

• 📋 Blind comparative tasting test on multiple premium labels, including the new offering under study.

• 🎯 Analysis of brand imagery and perception to evaluate potential positioning and the most effective narrative drivers.

  
  

The survey benefited from the guidance of a team with specific experience in the wine & spirits sector , composed of a project manager and two senior qualitative moderators.

The Value of Research

The project, the result of LM Consulting's strategic vision and Hangler Marketing Advisor's field analysis, allowed us to:

✔ Direct the positioning of the new wine with greater awareness , in relation to market trends and target audience expectations.

✔ Evaluate the potential appeal of the PRINVEOR project , testing the proposal's consistency with the perceived values of the Silvio Carta brand.

✔ Identify high-potential narrative levers to distinctively communicate the product's identity and innovation.

✔ Collect useful information for fine-tuning the final product , thanks to the structured analysis of the tasting experience.

The Impact of the PRINVEOR Project

The market research represented a fundamental step to accompany the process of

development of the Kusidura wine, born from the scientific collaboration between the University of Cagliari and the Silvio company

Paper.

It has allowed us to consolidate a shared vision between partners, producers and the public, configuring the

project as a virtuous model of applied research. In this model, product development is not

stops at the technical phase, but is integrated with a careful market analysis to validate its potential and define its correct positioning .