Italian wine cooperative Caviro has announced the launch of a trade promotion to support its Tavernello wine brand.
Applying to bottles of Tavernello Bianco and Tavernello Rosso, the campaign will offer consumers the chance to win a trip for two to the Italian city of Florence, as well as a weekly prize draw to win eight cases of Tavarnello wine. The promotion will feature on-shelf in outlets of retailer Tesco until April.
Its producer claimed that the initiative was “developed to drive sales” of the brand – the world’s fifth largest by global case sales, according to market researchers Canadean – after its launch in Tesco stores last year.
Caviro commercial and marketing director Pierluigi Calcagnile said: “We’re looking forward to the consumer engagement that this promotion will secure for Tavernello and hope that it will incentivise new people to try the wine.
“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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