*By Ilaria Cervone, Managing Director at Liquid-Hub
In the ever-evolving world of beverage alcohol, brand image is everything, especially for heritage labels seeking to reposition themselves in a more premium light. Social media has become an essential tool in shaping those perceptions, allowing brands to not only tell their story but also control how it’s seen, heard, and experienced. A standout example of this approach is Vecchia Romagna, the iconic Italian brandy producer with over 200 years of history. Once widely known as a mainstream spirit, Vecchia Romagna has, in recent years, undergone a striking transformation—using social media as a strategic lever to build an image of timeless sophistication and modern elegance.
Elevating Image Through High-End Product Launches
The cornerstone of Vecchia Romagna’s shift lies in its strategic launch of new high-end SKUs, designed not only to showcase superior craftsmanship but also to speak directly to a more refined, experience-driven consumer. These new offerings are presented with packaging, tasting notes, and storytelling that align with luxury spirits culture, positioning the brand closer to connoisseurship than mass appeal.
Each launch is carefully orchestrated on social media with a mix of Instagram reels, immersive photography, and behind-the-scenes stories that highlight the artistry behind the product—from distillation to barrel aging to cocktail creation. The visual identity is polished, consistent, and aspirational, reinforcing the idea that Vecchia Romagna is no longer just a familiar name on supermarket shelves, but a premium spirit worth discovering.
How to Build This Into a Strategy
Brands should begin by defining their premium value proposition and building content around every stage of the product journey. Plan launch campaigns in advance with a dedicated content calendar, and prioritize visual storytelling that reflects the look and feel of high-end lifestyle media.
Reaching the Right Audiences Through Strategic Partnerships
Equally important in Vecchia Romagna’s premium repositioning is their collaboration with Michelin-starred chefs and high-profile influencers. These partnerships are more than just a matter of endorsement; they are storytelling engines that demonstrate how the brand fits into high-end gastronomy and sophisticated social occasions.
Whether it’s a tasting dinner in an upscale restaurant or a content collaboration with a lifestyle creator, the message is clear: Vecchia Romagna belongs in the company of excellence. These experiences are amplified across digital platforms, using the reach and credibility of partners to expand the brand’s presence while staying true to its elevated new tone.
How to Build This Into a Strategy
Brands should identify potential partners by looking for creators or chefs whose audiences align with their desired premium image. Use tools like influencer platforms or industry networking events to initiate conversations, and structure partnerships around co-created content or exclusive experiences that both sides can amplify across channels.
Premium Placement: From the Bar to the Table
Offline, the brand is supporting this digital work with real-world placement in high-end restaurants and cocktail bars, a move that both reflects and reinforces its new identity. This isn’t a quick-win strategy, but part of a long-term vision: to earn a place in premium occasions and become a trusted name among mixologists, sommeliers, and culinary professionals.
This on-premise push is promoted via social media with subtle but powerful storytelling—highlighting menu features, chef collaborations, and table-side serves through Instagram posts and stories that blend aspiration with authenticity.
How to Build This Into a Strategy
Develop partnerships with premium venues and encourage bartenders and chefs to create organic content. Regularly visit key accounts to capture high-quality content and share it through owned channels, tagging locations and partners to increase visibility and engagement.
A Legacy Brand, Reimagined with Purpose
For a company with over two centuries of heritage, this transformation might seem daunting. But Vecchia Romagna’s evolution proves that consistency and strategic communication can reshape perceptions—even for a legacy brand.
“We knew that repositioning Vecchia Romagna would require patience and a clear creative vision. Our aim has never been to forget our roots, but rather to express them in a more refined and contemporary way—one that resonates with a new generation of premium spirits drinkers,”
— Chiara Casati, Global Brand Manager, Vecchia Romagna
The brand’s Instagram feed tells the story best: a harmonious blend of old-world craftsmanship and contemporary culture. It’s not just about beautiful bottles—it’s about creating a world that consumers want to be part of. And with every image, reel, and story, Vecchia Romagna is inviting them in.
How to Build This Into a Strategy
Audit your existing brand heritage and extract key narratives that can be reframed for modern audiences. Maintain a cohesive brand voice and aesthetic across all content, and use storytelling to connect the past with the present in a way that feels intentional and aspirational.
Key Takeaways
For heritage brands looking to reposition themselves, social media offers a dynamic toolkit to communicate premiumness. With thoughtful content, meaningful partnerships, and a long-term commitment, Vecchia Romagna is showing the industry how to elegantly reintroduce an icon.
Premium repositioning on social media isn’t a one-off campaign—it’s a sustained effort. Build a long-term content strategy with quarterly objectives, and consistently measure performance to refine your message and expand your impact over time.
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