GAZELA
Gazela is a strategic brand for Sogrape Vinhos' Vinho Verde offereing. It also assumes a major role in the sector thanks to its dynamism and innovation, as reflected in its attractive image and proactive communication programme.
Gazela appeared in 1984 and was introduced to the market as "Gazela, a pedigree Vinho Verde", seeking to reinforce values of freshness and lightness, especially the care taken in producing it and the heritage of its origins.
In 1995, the brand image underwent its first change. The wine maintains the same quality as always, the bottle remains unchanged, but a new, more stylish label was introduced bearing a simple colour arrangement, dominated by green. The lettering became more legible and created more impact.
Gazela's rise has been gradual, but steady and sustained, based on product quality and assertive communication, relying on the brand values, with the aim of recruiting new and young consumers.
Always focusing on innovation and the creation of strong brands, in 2004 Sogrape Vinhos decided to relaunch and reposition Gazela, aiming to modernise and streamline the Vinho Verde category and assume its leadership.
Retaining the brand's timeless values - freshness, lightness, attractiveness and versatility - now re-styled into a contemporary and young brand, Gazela comes in new and original packaging. Young, stylish, modern and original, the strong aesthetic component of Gazela's new presentation contains design elements that are hard to miss.
This relaunch is backed by a new communication campaign, the largest wine promotion investment ever made in Portugal. The creative aspect was designed to stimulate tasting and renewing interest in the brand, reinforcing the emotional bond with consumers. With the claim "Gazela - Goes well with life" the campaign clearly and succinctly expresses the brand values.
Everything changes! Everything, but the Wine and the Brand.
In recent years, there has been an 'explosion' in consumer awareness and sales of Gazela, confirming that the wine's quality and image have definitively made their mark on consumers, rewarding the effort and great development potential embodied by the brand.
The "Gazela goes well with life" concept is still going strong, further underlined by the way the brand is becoming an integral part of those every day great occasions that make us smile, believe and dream.
The brand has a sustained growth momentum and it has assumed leadership of this market segment.
