Italian co-op looks to build branded portfolio in UK

30 April, 2010

Italy’s largest wine co-operative plans to reposition itself as a leading supplier of branded wines in the UK.

Until recently, Caviro has supplied own-label wines to major retailers, including Tesco, Sainsbury’s and Morrisons, but it now plans to build its branded portfolio.

“Italy needs strong brands, brands that over-deliver on the price/quality ratio,” said Caviro export business unit manager Pier Luigi Calcagnile.

“We believe the Caviro approach – which encompasses a fully integrated wine business model that extends to vineyards, partner wineries, boutique and bulk wine production, packaging, marketing and brand building – will enable us to build successful, sustainable brands with a real sense of place and longevity.”?One of the first brands to be launched in the UK will be Romio, which will bring together premium quality wines from key Italian regions such as Friuli, Emilia-Romagna, Abruzzo, Tuscany and Sicily.

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