• by Karlene Lukovitz  @KLmarketdaily, November 24, 2010

The brand -- the world's largest-selling imported sparkling wine, according to International Wine and Spirits Record – is targeting women 25 to 30 through a campaign rolling out this month on national network and cable, including ABC, CW, E!, Style, Bravo, Oxygen, TLC, The Travel Channel and The Food Network. 

The new "Let Go" spot for the Italian wine, filmed in Rome, depicts a stylish young Italian woman holding a large bunch of golden balloons, walking through the city's traffic and cafés and being rowed across a scenic park lake on her way to a party at a modern terrazzo.  On arrival, she presents each guest with one of the balloons, as a bottle of Martini Asti is uncorked. As the balloons are released and drift skyward, they transform into wine bubbles.