Piero Martinelli
Redefining the 1-liter wine category in Norway
When Oslo Wine Agency launched Piero Martinelli in Norway in 2023, the goal was to introduce a classic, confident, and high-volume Italian wine with premium cues, in an unconventional 1L format. With a bold, clean identity and clear shelf presence, it didn’t just enter the market, it exploded.
Within a year, Piero Martinelli became one of the fastest-growing wines at Vinmonopolet, with a +224% increase in sales from 2023 to 2024. By mid-2025, it had already surpassed the entire previous year’s volume.
Our role
- Brand concept & strategy
- Naming & positioning
- Packaging design
- Visual identity & tone of voice
Sales performance: Piero Martinelli Barbera 1 L
| Year | Valume (liters) | Growth |
|---|---|---|
| 2023 | 72 257 | - |
| 2024 | 234 437 | +224 % |
| 2025 (Q1 & Q2) | 137 886 | +91 % (vs full 2023) |
Why it worked
- Distinctive brand story - Italian quality with everyday confidence
- Built for volume - designed to perform at scale, not just stand out
- Strong identity - extended easily into new varietals and seasonal editions
- Seamless collaboration - aligned with client vision and market strategy
From launch in 2022 to one of the market leaders, Piero Martinelli’s growth proves that with the right brand, the right format, and the right design - even an unfamiliar bottle size can dominate the shelf.
Things we’ve done:
