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Castel Firmian in a new guise

  • Team marketing
  • 30-01-2026
  • News
Castel Firmian in a new guise

Castel Firmian — the mountain wine range from Mezzacorona from Trentino — has undergone a complete rebranding. With a more elegant design, stronger storytelling, and lighter bottles, the series is ready for the coming years. For you as a professional trader, this offers better visibility on the shelf, a clearer origin story, and a more sustainable product line.

The Essence of the New Design


The restyling focuses on four pillars: visual innovation, look refinement, solid elegance, and narrative reignition. This means modernizing without losing tradition.


1. Cameo Castle as a Strong Brand Icon

The historical cameo featuring the Castel Firmian castle now stands more prominently on the label, separate from the brand name. This strengthens the connection to the 15th-century castle in the Piana Rotaliana.


“The castle is our foundation. By isolating it as a symbol, we strengthen the authenticity of the brand.”

Export Manager - Franco Pedroni

2. Premium details: gold, structure, and typography


  • Gold foil with the payoff "VINI DI MONTAGNA – mountain wines"
  • The Mezzacorona signature as a seal of quality
  • High-quality paper and sleek typography


The result: a calm, elegant appearance that instantly looks premium.


Color Codes Based on the Mountain Landscape


The new “Mountain Colour Board” associates each wine style with a natural tint from Trentino:

  • Teroldego – mustard yellow
  • Pinot Grigio – light blue
  • Red – deep, earthy tones
  • White – fresh, mineral colors
  • Rosé – light, subtle tones in white glass

This color language ensures clarity on the shelf and makes the series visually more consistent.
Castel Firmian - new label

More Sustainable Bottles, Same Quality


The rebranding introduces new lightweight bottles:

  • Bordeaux bottle 470 g
  • Burgundy bottle 395 g
  • White glass for rosé

With this, Mezzacorona reduces glass usage without compromising on appearance.

“Sustainability must be both visible and tangible. Lighter bottles fit perfectly with our mountain philosophy.”

Export Manager - Franco Pedroni

Storytelling: why mountain wines are central


Trentino is one of the coolest wine regions in Italy, with warm days, cool nights, and constant mountain winds. Castel Firmian works with small plots, manual harvesting, and a strong focus on precision.

“The mountains define our style. Freshness, finesse, and purity — that’s what we want to express even more clearly.”

Export Manager - Franco Pedroni

Why This Works for Wine stores


1. Stronger Shelf Impact

The combination of gold accents, color coding, and a modern label ensures that Castel Firmian stands out immediately.

2. Better Consumer Communication

The design communicates the story of origin, tradition, and mountain character at a glance.

3. Meets Demand for Sustainable Choices

Lighter bottles cater to the growing interest from consumers and the hospitality industry in eco-friendly wine options.

4. A Consistent, Recognizable Series

From Pinot Grigio to Teroldego: each product now visibly feels part of the same premium family.

Castel Firmian

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