Gancia Sparkling Wines, a brand of New York-based Roust Americas, announces the launch of its new marketing platform drink beauty, which was created to appeal to millennial consumers. 

"Gancia's new drink beauty platform is about making an emotional connection with our millennial consumers," said Leonid Yangarber, chief executive officer of Roust Americas, in a statement. "A storied brand with deep roots in Italy, Gancia captures the beauty of Italy — its land, its art, its wine, its people. With drink beauty we want consumers to feel this beauty and, more broadly, to take pleasure in life's beautiful moments both large and small. This approach to life is something that resonates with millennial consumers who both value experiences and desire brands to which they can connect on an emotional level."

Gancia is launching its drink beauty platform with the introduction of new packaging, point-of-sale materials, a global re-launch of its social media channels, a fashion-themed event series, and a trade print campaign. New packaging will begin to arrive in stores this month.