ITALIAN VITIANO INTRODUCES A NEW FACE

U.S. importer Winebow, Inc. has embarked a new campaign with Italian winemaker Riccardo Cotarella to rebrand and relaunch the Vitiano label. The new effort includes a new label that emphasizes both the Vitiano name and the grape varietals in the bottle, according to a statement issued by the company.

The Vitiano line encompasses three wines: Rosso (equal parts Cabernet, Merlot and Sangiovese), Bianco (50% Vermentino and 50% Verdicchio), and Rosè (a blend of the Vitiano Rosso with 10% Aleatico). The wines are available at a price range of $7.99 to $10.99.

“We see this as a stand alone brand,” added Leonardo LoCascio, Chief of Winebow. “The updated packaging will appeal to a wider – and savvier – consumer base.”