"PURE is Perfect!" Winning the 2011 Wine Branding Challenge with Pillitteri and Niagara College

 

“PURE” a brand concept developed by Niagara College students Ashley Dellaire, Anna Tigchelaar, Gerry Davies and Brianne Robinson, incorporates a label depicting the Maple leaf interlaced with a traditional Chinese Lotus flower.  The brand will be exclusively used by the South China, Canadian Chamber of Commerce for use at diplomatic functions and as gifts to foreign nationals and those doing business with Canadian Consulates in China.  The product will be one of Pillitteri's premium Cabernet Franc Icewines specially selected for this new brand with the Chamber. The winning brand was one of four submissions from student teams who were pitching their vision of a premium Niagara Icewine.   The teams included four students representing the Wine Business Management Graduate Certificate, Graphic Design Production – Art and Design Fundamentals, Business Administration – Marketing and Bachelor of Applied Business and Hospitality Operations Management programs. 

 

The students pitched their ideas to a panel from Pillitteri on April 1st, and the winners were announced April 12 during an awards ceremony at the Niagara College Wine Visitor + Education Centre in Niagara-on-the-Lake. Team PURE won for first place and Pillitteri expects to develop the brand immediately with partnership of the Chamber.

 

Richard Slingerland, Pillitteri’s Business Development Manager and 3rd generation Pillitteri Family member, who developed the partnership with the South Chinese Chamber, believes "PURE represents the image of Canadian Icewine in China.  The combination of a simple, clear message of quality and the logo combining both Chinese and Canadian cultures exemplifies the partnership we are building with both Chinese and Canadian diplomats."

 

This is the second year Niagara College students have partnered with Pillitteri in what is becoming an annual Wine Branding Challenge.  “This competition continues to be a great opportunity for our students to take the skills and knowledge they’ve developed in the classroom, and apply them in a real-world scenario for one of Canada’s leading wineries,” said Craig Youdale, Chair, Canadian Food and Wine Institute at Niagara College, "This is becoming one of the most important joint faculty projects at Niagara College".

 

Pillitteri Estates Winery is a family run and operated business founded in 1993 and is situated on 53 acres of vineyards in Niagara-on-the-Lake. Since its short inception the winery has experienced tremendous growth and has established itself as a leader in the industry. It currently exports to 29 countries and is the largest estate producer of Icewine in the world. Pillitteri has won over 400 international and domestic awards, reflecting the winery’s commitment to produce premium VQA wines.

 

Niagara College offers more than 90 diploma, bachelor degree and advanced level programs at campuses in Welland, Niagara-on-the-Lake, Niagara Falls and St. Catharines. Areas of specialization include food and wine sciences, advanced technology, media, applied health and community safety, supported by unique learning enterprises in food, wine, beer, horticulture and esthetics. For more information, visit www.NiagaraCollege.ca.

 

PURE Wins 2011 Wine Branding Challenge (in photo: Joe Ng, Jeff Letvenuk, students Gerry Davies, Anna Tigchelaar, Ashley Dellaire, Brianne Robinson.  Jamie Slingerland, Daniela Matijevic, Connie Slingerland, Carly Rupcic, Richard Slingerland, Lucy Friesen)

 

 

For More information contact:

 

Jeff Letvenuk

Marketing and Media Relations Manager

905-468-3147 x258