Chianti producer Piccini is extending its off-trade brand to wines from outside Tuscany for the first time.
The Piccini Italy brand will sit alongside the existing Piccini Tuscany in UK distributor PLB’s portfolio, and will comprise well-known wines form other Italian regions.
The first launch under the new brand is Montepulciano d’Abruzzo Riserva 2007, which is being listed by Sainsbury’s with an rrp of £9.99.
The wine has been aged for two years, meeting the Riserva regulations for a minimum of nine months in oak and two in bottle before release.
Martina Piccini, co-owner of the family-run winery, said: “Piccini Italy means that when we find something we think consumers will adore as much as we do, we have the perfect spot for it in our portfolio.”