A welcome toast in front of fashion, film and press.
For the Dutch premiere of The Devil Wears Prada 2, Meisjes van de Wijn handled the welcome moment for Delta Wines and The Walt Disney Company. 600 guests from fashion, press, entertainment and the creator economy were received in the foyer of Tuschinski with a glass of Rotari Trentodoc.
Welcome bubble, fully branded.
Every guest entering Tuschinski received a glass of Rotari Trentodoc before being seated. The pour took place in the historic foyer at festival pace. With 600 glasses to serve in a short window, the format favoured visibility and recognisability over one on one storytelling.
The pour zone was anchored by a custom Rotari trolley in the central walkway of the foyer. Bottles on top, glasses stocked below, full bleed Cuvée 28 imagery on the side. The trolley read as Rotari from any angle in the room.
Brand presence carried the story.
Where the format did not allow for extensive verbal storytelling, the visual setup did the work. The branded trolley, the coolers and the consistent label exposure across the foyer meant Rotari was the visual signature of the welcome moment throughout the reception window.
For guests who did engage, this short framing landed cleanly: Rotari as premium Italian sparkling, traditional method, Trentodoc denomination, not to be confused with Prosecco.
Three audiences, one glass in hand.
The guest list was curated by The Walt Disney Company to reflect the cultural orbit of the film. Each segment brought different sparkling wine reference points to the glass.
Visual first.
This audience reads the welcome drink as part of the visual story of the evening. The trolley and bottle silhouette register instantly as premium and editorial friendly.
Curious, comparative.
Most likely segment to ask what they are drinking. The default reaction was a comparison to Champagne. The Trentodoc clarification was consistently received with interest.
Tagged and captured.
Operated with phone in one hand, glass in the other. The branded trolley and visible labels mean Rotari appears in a high share of social and editorial captures from the foyer.
"Not Prosecco. A real Champagne alternative."
The central narrative challenge for Rotari Trentodoc in the Dutch market is being correctly categorised. The Dutch default with Italian sparkling is Prosecco, a category Rotari sits clearly above in method, positioning and price point. The premiere format limited deep conversations, but in every moment that did allow for an exchange, the three sommeliers delivered the same anchor message: Rotari is metodo classico from Trentino, comparable to Champagne in method and quality.
This positioning landed best with press and industry guests, who had the reference points to immediately understand the distinction. For fashion and creator audiences, the brand as object did the heavier lifting.
Tuschinski as context.
Tuschinski is one of the most iconic cinema venues in Europe. Its Amsterdam School and Art Deco interior, the velvet, the gilding, the historical weight: all of it transferred onto the welcome moment. A glass of Rotari served in this foyer reads as a glass at a cultural moment, not at a generic event. For Rotari in the Netherlands, this is the context association worth pursuing more often.
What we learned.
Visual branding outperforms verbal storytelling in high density formats.
In premiere format activations, the branded trolley and bottle visibility carry the brand presence regardless of conversation depth. For future events of this scale, the trolley as hero should be the starting point.
The Prosecco association remains the central category challenge in NL.
Even at a premium audience, the reflexive Dutch reading of Italian sparkling is Prosecco. Every consumer facing Rotari moment in the Netherlands benefits from one clear repeatable line that positions Trentodoc against Champagne, not alongside Prosecco.
Press and industry is the natural starting segment in NL.
This group asked the questions, accepted the repositioning and is most likely to carry the brand forward in writing and recommendations. A targeted press tasting in the months after this activation would convert curiosity into editorial coverage.
Premiere and fashion environments fit Rotari well in the Dutch market.
The bottle, the brand cues and the gold capsule read as editorial and Italian in exactly the settings where Dutch consumers look for sparkling cues. Premieres, fashion week moments, brand launches and gallery openings are the categories to prioritise.