New on-pack promotion for Tavernello

17 February, 2015

Italian supplier Caviro is offering shoppers the chance to win a trip for two to Florence in a new on-pack promotion.

The neck-collar competition runs on bottles of Tavernello Bianco and Tavernello Rosso – retailing at £3.49 at Tesco – until April. 

Pierluigi Calcagnile, commercial and marketing director, said: “Tavernello is the biggest selling Italian wine brand in the world, but has a smaller penetration in the UK market.

“We have developed this promotion to increase shelf standout, drive brand awareness and sales, and ultimately grow distribution in the Italian wine category.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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