New look for off-trade's top Italian brand
Published:  04 September, 2008

D&D International has repackaged La Gioiosa, the biggest Italian brand in the UK off-trade.

Pinot Grigio, Pinot Grigio Blush and Merlot have been revamped to make them brighter and more contemporary, with colour-coded screwcaps and prominent branding.

"We have worked very closely with La Gioiosa on the

new packaging, ensuring


labels have great shelf stand-out ," said marketing director Lewis Jones. "La Gioiosa is continuing its brand development with a range of naturally lower in alcohol wines, the first of which has been listed in Tesco."

The Veneto producer has also signed an agreement with Treviso co-operative Cantina Sociale di Ormelle

to guarantee its wines' origins and keep improving quality.

Ormelle is one of the oldest and largest co-ops in the Treviso area, with 500 members controlling 1,000ha in the Piave area, producing Pinot Grigio and Prosecco among other wines.

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