The 1970s saw Santa Margherita Pinot Grigio as an obscure recommendation by restaurant staff; it now ranks as America's top luxury imported Italian wine. Despite this market position, the portfolio lacked an ultra-luxury white offering, and Italian wines offered few options beyond Gavi. The challenge involved creating a wine redefining Italian white's premium potential. The name "Eterna" — signifying eternal and everlasting — anchors the brand in Marzotto family heritage. The custom bottle references the Santa Margherita villa's sculpted arches, becoming the primary visual asset and label shape. The Marzotto family crest and diamond pattern derive from their historical shield. Premium finishing includes waxed closure, gold foiling, and textured paper.
Frequently Asked Questions
What did Denomination do for Eterna?
Santa Margherita established the Italian wine category. Eterna represents its ultimate expression. The design agency created the strategy, naming, custom bottle, and complete visual identity for an ultra-luxury white wine that enhances both the portfolio and Italian white wine's market perception.
What sector does this project fall under?
This project is in the wine sector.
Where can I see more Denomination work?
Browse our full portfolio at denomination-pitch.pages.dev/a/work or contact us at our contact page .
