Inter Milan and Santa Margherita Continue Brand Alignment With Launch of Custom-Designed Special Edition Bottle.

Roger Hampel

Image: Inter Milan

Santa Margherita has introduced a new Inter-branded special edition of its Valdobbiadene Prosecco Superiore DOCG Brut, marking the latest activation in its role as FC Internazionale Milano’s Official Wine Supplier. The launch follows the recent renewal of the partnership and reflects the broader trend of luxury and premium FMCG brands leveraging football licensing to strengthen market positioning and expand audience reach.

The initiative aligns two established Italian brands—Inter as a century-old global football property and Santa Margherita as a major enological producer with a distribution footprint in 90 countries. The collaboration reinforces a partnership model that combines sporting identity with Made in Italy products aimed at both domestic and international consumers.

Design Strategy and Brand Alignment Inter Milan Santa Margherita

The product features a customised design that mirrors Inter’s colour palette and incorporates the club crest in a gold finish. The packaging references the club’s 2025/26 home shirt, using irregular line motifs designed to evoke movement and energy. The visual identity is aimed at high-affinity consumers and collectors, with a hidden “Inter” inscription embedded within the label texture—a detail positioned to appeal to brand-aware supporters.

This approach fits an emerging pattern in football merchandising: premium, design-led collaborations that occupy a higher price bracket and target niche but high-value segments rather than mass-retail audiences.

Positioning Within Santa Margherita’s Licensing Portfolio

Inside the packaging is Santa Margherita’s Valdobbiadene Prosecco Superiore DOCG Brut, the winery’s flagship product. The brand has used previous club milestones as opportunities to launch commemorative editions, including a magnum celebrating the 2021 Scudetto, the “I M” creative capsules of 2022, a luminescent-label edition in 2023 and the Second Star celebration bottle in 2024.

The recurrent cadence of these releases indicates a structured licensing programme rather than one-off collaborations. The strategy underscores how premium FMCG brands use football partnerships to maintain visibility, activate seasonal peaks and differentiate themselves within categories that face intense competition on shelf.

Distribution and Commercial Channel Integration

The special edition is sold through Amazon and Santa Margherita’s e-commerce platform, highlighting a shift toward direct-to-consumer channels within football-related licensed products. Online distribution allows targeted segmentation, controlled inventory management and international reach without relying solely on traditional retail.

The offering’s 75cl format and packaging emphasize its positioning as a gifting product for celebrations, hospitality or seasonal occasions—markets where football clubs increasingly collaborate with lifestyle brands to diversify ancillary revenues.

Consumer Activation Mechanism

To supplement the product launch, Santa Margherita has introduced a promotional campaign titled “Take to the field with Inter and Santa Margherita.” Packs include a unique code allowing consumers to enter a competition for Inter-related prizes such as stadium walkout experiences, hospitality seats and signed shirts. The competition runs until 31 March 2026.