Every wine, its own stone.
- Client
- Mirabella Franciacorta
- Project
- Branding · Digital · Social media management
- Year
- 2026
For Mirabella we planned the Instagram and Facebook communication around stone. Every wine has its own geode, in the colours of its label.
Where we started.
The Mirabella cellar is underground, ringed by a water table that keeps the temperature and humidity steady. The first vineyard, where the winery began, sits on glacial moraine. It is Mirabella’s “first stone”.
That is where the geodes came from. A stone cut open shows what is inside: layers built up over time, like wine ageing in the cellar.
Each geode takes the colours of its wine’s label, so one glance tells you which wine you are looking at.
What we did.
For Instagram and Facebook we worked on three things.
- Product images. Each bottle stands in front of its own geode: black for Demetra Pinot Nero, blue for Demetra Millesimato, burgundy for Demetra Rosé, pale blue for Satèn, amethyst and copper for DØM Rosé Riserva.
- Images with a line of text. The layers of the geode are the backdrop to a short message for each wine. Satèn: “The velvety embrace of Chardonnay.” Demetra Pinot Nero: “The boldest essence.” DØM Rosé: “Born in the vineyard, with nothing added.”
- Invitations to visit. The same texture, with crystals, blues and reds, for Tour Demetra, Visit, Taste and Live, ending on “Book your experience”.
Being found by people who are looking for a winery.
Mirabella, a long-established Franciacorta winery, wanted to be found not only by people who already knew it, but by tourists looking for a winery to visit. Since June 2025 we have looked after its Google listing: content, local keywords, events and a reply to every review.
Searches for the general term “franciacorta” more than tripled on the same months of the year before. The growth comes from people who did not yet know the brand.
Why it matters. It is an organic channel with no media cost, and it turns people searching nearby into real visitors.
+80%
listing views: from 15,600 to 28,200 per six months
×2
searches showing the listing: from 8,600 to 17,600 per six months
4.9
average across 121 reviews, all with a reply
1,844
requests for directions from June to November 2026
1,586
website visits from the listing in the same period
227
phone calls straight to the winery
Meta and Google work together.
Campaigns of €200–400 per event, plus an optimised listing. Searches with the winery’s address rose by up to 256% in the month of the Festival Franciacorta.
Meta
It makes the event known and gives people a reason to come.
Google
It is where people look for the place: the winery’s name and address.
The listing
It turns a search into a visit: 728 requests for directions in September 2026.
Frequently asked questions.
Why geodes?
Because stone matters to Mirabella: the first vineyard is on glacial moraine, and the cellar is underground, surrounded by water from a water table. A geode is a stone cut open, so you can see what is inside.
Are the colours the ones on the labels?
Yes. Each geode takes the colours of the label on the wine it goes with, so you can recognise the wine even without the bottle.
Where can the project be seen?
On the Mirabella Franciacorta social channels, Instagram and Facebook.
Can NSG do a project like this for my winery?
Yes. We start from what is true about your winery: a place, a material, a story. From there we build images you will recognise on every channel.
