Tavernello wine label rebrand showcases new look with same great taste
The #1 Italian Wine Brand, Tavernello, has revamped their wine labels and branding to encapsulate the Italian experience at the American dinner table in a fresh, approachable way.
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A new era for a global brand, Italy’s number-one wine brand, Tavernello, has rebranded with a distinct icon, theme, and identity to bring the everyday Italian experience straight to your dinner table.
With the new message of “Contains: Italy,” you’ll never feel closer to the Italian kitchen and lifestyle as you will when sipping a glass of Tavernello. The refreshed labels, which can be found on shelves across the U.S., connect the wine in your glass to the vineyards of Italy through illustrations that highlight Italy’s rich history and architecture. You’ll be left with an Italian wanderlust lingering in your mind and your mouth.
New labels, same great wine!
“Tavernello’s fresh new labels and messaging ‘Contains: Italy’ encapsulate the Italian experience at the dinner table for many Americans,” said Charles Lazzara, Volio’s CEO and Founder. “Their style of the wines match the perfect price point for everyday enjoyment. It’s more than a glass of wine, it’s a memory of Italy or the aspiration of a trip yet to come. ‘Contains Italy’ represents so much more than the fresh new labels – it serves as a reminder that Tavernello has been a staple to the Italian kitchen since the 1980’s. Tavernello has done a wonderful job bottling up all they do to move Italy forward on sustainability while representing 9% of Italy’s total wine production.”
In 2021, we entered into a partnership with the Caviro Group, the leading cooperative in the Italian wine sector, for the brand Tavernello in the U.S. market, with Tavernello as Caviro’s flagship brand. Our mutual objectives of innovation, quality, sustainability, and representation of Italian wines founded the partnership, which has only grown stronger with the branding update. Ultimately, a shift in focus on Italian experiences to tell the wine’s story delivers on our mission of connecting American wine drinkers to Italy.
Tavernello is the number-one wine brand in Italy[1] and the number-ten wine brand worldwide[2]. With the parent brand, Cantine Caviro, included in the logo, along with the new Caviro glass embossing, this branding revamp better establishes the character of the brand and portfolio: “the guarantee” of a consistently top wine brand worldwide. Celebrating their 40th anniversary this year, Tavernello has been the favorite wine of Italian families for four decades, so there’s nothing more Italian than a bottle of Tavernello.
“We have always worked to establish our winery as a company that is attentive, respectful, and capable of creating quality wines and also a circular economy system for all our social stakeholders,” said Benedetto Marescotti, Tavernello’s Marketing Director. “There is a concrete world and values behind Tavernello. There are winegrowers, agronomists, oenologists who, harvest after harvest, have given life to the most chosen Italian wine in the world. We wanted the new packaging to recall the identity of the brand: simple and straightforward. Tavernello is synonym for ‘wine’. No messing around, no fancy words, just a lot of taste.”
With more detail in the label and the wine glass becoming the new distinctive symbol of Tavernello, the updated design outlines a relevant and distinctive central theme, narrates the richness and variety of the legacy of Italian wine, and creates synergy throughout the portfolio. Not only do the new label designs convey the fresh, aromatic taste of the wines, but they dive into Italian cultural heritage. Each illustration interprets architectural elements that are emblematic of the production areas of these wines.
In DOC Montepulciano d’Abruzzo the Swabian eagle is the coat of arms of the regional capital, L’Aquila – founded in 1254 by Conrad IV, son of Emperor Frederick II: a symbol of elegance, strength and longevity, just like this Montepulciano.
In DOC Pinot Grigio delle Venezie the Lion of Saint Mark is the noble symbol of Venice and its renowned Republic. An intense, fragrant flavor is conveyed by the colors selected.
In DOC Sangiovese a coat of arms, reminiscent of the Middle Ages, is dominating the entrance of Romagna’s fortresses: it embodies the personality, robust attitude, and uniqueness of this varietal.
A never-ending journey waiting to be discovered, Tavernello’s ties to Italian culture pop through this unique expression of Italy’s rich land history. The new labels and branding reflect exactly that. Drink a bottle of Tavernello and “feel the taste of the best vineyards of Italy.”
Tavernello is the everyday Italian wine, crafted for everyone and every occasion. Enjoyed by Italian families for 40 years, Americans can now savor the same Italian experience around their own tables. Life is tastier and more Italian with a glass of Tavernello.
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[1] N°1 wine in Italy, according to sales, source Iri, year ending December 2022, based on packaged goods, total wine by volume sold at grocery self service store > 100 SqM
[2] Source: IMPACT DATABANK – World’s top wine brand 2021
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