UK: Caviro launches Tavernello wine brand in UK

Italian wine cooperative Caviro is to launch its Tavernello brand in Tetra Pak packaging in Tesco stores in the UK.

Tavernello, to be introduced from mid-August in Tesco stores, features Italian wine styles Trebbiano Pinot Bianco and Sangiovese, Caviro announced today (10 August).
The range has a recommended retail price of GBP3.99 (US$6.63) for a 75cl Tetra Pak package and features a 100% Sangiovese and a white blend of 80% Trebbiano and 20% Pinot Bianco.

Caviro export business unit manager Pier Luigi Calcagnile said: "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."

The launch 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 also coincides with the launch of a UK website - www.tavernello.co.uk.