03/2009 - "HAPPY 21", A NEW FORMAT FOR A REVOLUTIONARY PLEASURE: DRINK LESS, DRINK BETTER AND ENJOY LIFE

The new products are Aqua 21, Choco 21 and Caffè 21. The world is a fast-changing place and the need for change has become perhaps even more pressing over recent months. The consumer and his satisfaction are once again the focus of each product. Now more than ever, the enjoyment of taste must be complemented with a fair price and with shared ethical values, and innovation alone can combine these requirements.
An evolution was required even in the distilled beverage field to launch a new recipe for pleasure on the market based on a new philosophy, namely: drink less, drink better, enjoy life.
Aqua 21 - the soft spirit made from grapes - and the new products that it has fathered, Choco 21 - a chocolate liqueur - and Caffè 21 - a coffee liqueur - form the DRINK 21 line: a line with half the alcohol content of traditional spirits that offers full flavour and the chance to have fun for longer and in a healthier way, without missing out on enjoyment and without your sense of self, others and the evening's events being lost in a haze.
Aqua 21, Choco 21 and Caffè 21 therefore qualify as three "easy-going" products (what's more, with just half the calories) that are easy on any palate, which means they can be enjoyed even by people who are not usually partial to grappa or other spirits. They are at their best served chilled or mixed.
Roberto Castagner has worked for over three years to pull off this "spirit revolution", recognizing that a good percentage of the market is aware of the need to tackle life in a healthier way, but without having to forgo the enjoyment.
Less alcohol for more fun and a revolutionary pleasure.
In collaboration with a number of bars and clubs, Roberto Castagner is launching the "Happy 21" format, which involves:
- using these lower alcohol products, even in cocktails,
- offering beverages with progressively lower alcohol content as the evening wears on,
- prizes for drivers who pass the alcohol test at the end of the evening,
- serving food before the end of the evening and other useful devices to help consumers have better fun,
- a help desk for advice and services (such as taxis) for people who need them.
Once again, therefore, Castagner has demonstrated a successful approach to the future and great skill in interpreting consumer demands with top-quality products that fully reflect his innovative spirit, that "avant-garde spirit" that has always been a hallmark of his creations.