Italian Tavernello wines come to UK

10 August, 2009

UK: Italian cooperative Caviro has announced the launch of a new Tetra-Pak wine brand in the UK market – Tavernello.

Due on shelf in Tesco from mid-August, the range features two classic Italian wine styles - Trebbiano Pinot Bianco and Sangiovese, priced £3.99 for a 75cl Tetra-Pak.

Sourced from selected vineyard sites in the Emilia-Romagna region of Northern Italy, the portfolio features a 100 per cent Sangiovese and a white blend of 80 per cent Trebbiano and 20 per cent Pinot Bianco. Tavernello winemaker Giordano Zinzani, in consultation with Tesco senior product development manager Pierpaolo Petrassi MW, developed the exclusive UK blends in order to ensure the range is consistent with the demands of the UK consumer.

The original pack design has been reworked and the launch of Tavernello will be supported by a nationwide sampling campaign throughout key Tesco stores in August, with further brand investment activities planned for early 2010. The sampling coincides with the launch of a dedicated UK website –

Caviro export business unit manager Pier Luigi Calcagnile said: “We’re delighted to have launched Tavernello in UK. The launch follows an extended period of market research that allowed us to identify a gap in the market for an authentic, fruit forward and easy drinking Italian wine that over-delivers on quality at the entry-level price point. Italy’s No.1 selling wine brand, Tavernello has been enjoyed by Italian families for over 25 years and is the ideal everyday drinking wine."