Lucini Italia Vinegars | pivoting the quality conversation with consumers

Lucini Italia Pinot Noir Vinegar

After creating the successful Lucini Italia olive oil brand, Miloby Ideasystem was tasked with developing a new vinegar collection.

Our approach was to dig deep, and uncover what American consumers really felt about vinegars. We worked to find emotional ‘doorways’ into this commodity category.

We pivoted the brand conversation from “acids” to grapes and varietals, and reinvented all of the quality cues that consumers have learned from wine into wine vinegars.

Our work resulted in the first-ever “Pinot Grigio” and “Pinot Noir” wine vinegars launched in the US, along with a refined selection of Balsamic vinegars.