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August 17, 2022

The Iconic Estate Cellar expands the Byzantium range and unveils the new brand communication strategy

The Iconic Estate, part of Alexandrion Group, the largest producer and distributor of spirits and wines in Romania, expands the Byzantium wine range with a new product – a monovarietal wine Fetească Neagră and unveils, at the same time, the new brand communication strategy focused on the reinterpretation of the wine tradition, bringing this product closer to the consumers from the urban environment.

This summer, The Iconic Estate offered the consumers moments of interaction with the Byzantium wines, but also the opportunity to win attractive prizes through the campaign „Byzantium. For the young souls from the old cities”. The grand prize was a Fiat 500 Hybrid, The Iconic Estate offering as well monthly and weekly prizes, such as 2 Ebook Reader, 27 vouchers on www.iconicdrinks.shop and 27 Byzantium wine kits, environmental friendly prizes, that bring innovation to the forefront, adjusted to the trends and target of the Byzantium brand.


Byzantium range includes 4 wines now


In order to respond to the needs and expectations of the Romanian and international consumers, that appreciate the Byzantium wines and as a new stage in the evolution of the brand, the most appreciated Romanian wine type, Fetească Neagră, was added to the range. Aged in oak barrels, Byzantium Fetească Neagră surprizes the senses through the delicate black forest fruit and sweet well ripped plum notes, while the mild velvety tanins lead to a long elegant finish. The wine, which compliments the red meat dishes, pasta and smoked cheese varieties, is available in the 0.75 L version.

The Byzantium includes 4 wines now: Byzantium Blanc (Sauvignon Blanc, Chardonnay, Fetească Albă), Byzantium Rosé (Shiraz), Byzantium Rosso (Fetească Neagră, Shiraz, Cabernet Franc) and Byzantium Fetească Neagră.


A contemporary, authentic, elegant, noble and friendly wine „for the young souls from the old cities”


The new brand communications strategy places the Byzantium range at the confluence of tradition and modernity, an identity illustrated through the slogan „Byzantium. For the young souls from the old cities”, harmonizing the traditional origins of the wine, the historical, but deeply urban name of the range and the modern, up-to-date side, represented by The Iconic Estate Cellar.

„An authentic wine speaks about science, art, culture, tradition and modernity, at the same time. Just like the history and soul of the metropolis all over the world, the Byzantium range bears in its DNA the tradition, represented by the famous wine region Dealu Mare and the name inspired by the heritage of the glorious Byzantine Empire, as well as the cosmopolitan influences imprinted by the modern and sophisticated portfolio of „The Iconic Estate” wines, awarded at prestigious international competitions. The new communication direction approaches the consumers in a natural manner: the socializing moments in the urban environment are more pleasant in the company of a premium wine”, says  Ionelia Crăciun, Romania Marketing Coordinator “The Iconic Estate”.

The Iconic Estate wines are available in the large retail chains, convenience stores, HoReCa locations, the online shops of Alexandrion Group’s partners and on www.iconicdrinks.shop , part of Alexandrion Group.


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