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Caviro to target UK market

Italy’s largest wine co-operative, Caviro, has unveiled plans to develop its business in the UK, build market share and reposition the company as a leading supplier of branded product.

Traditionally, Caviro has traded in the UK as an own-label supplier, with long-term strategic partnerships with key multiple grocers Tesco, Sainsbury’s and Morrisons and importer Bibendum. The strength of these partnerships has seen the UK become Caviro’s number one export market in terms of turnover. Caviro is the supplier behind the successful Dino Sangiovese di Romagna DOC line in Tesco, which is one of the fastest growing brands in the UK. Caviro is the largest supplier of Sangiovese di Romagna DOC to the UK, shipping over two million bottles to the UK in 2009.

Accounting for 10 per cent of the total Italian annual production and with an annual turnover in excess €280m, Caviro is the 10th largest wine producer globally. As part of its business development, Caviro has now turned its attention to building its branded portfolio in the UK.

In 2009 Caviro successfully launched its first brand in the UK, Tavernello. Available through Tesco, Tavernello is Italy’s top selling wine brand* and the fourth largest global wine brand by volume**. Established in 1983, Tavernello was the first wine brand globally to use Tetra-Pak technology.

The Caviro portfolio also includes the soon to be launched Romio range – a unifying umbrella brand that brings together premium quality wines from key Italian regions such as Friuli, Emilia Romagna, Abruzzo, Tuscany and Sicily.

Commenting on the development, Caviro export business unit manager Pier Luigi Calcagnile says: “Whilst we’ve been successful in an own-label capacity, we feel the UK offers a great opportunity to develop the branded side of the Caviro portfolio. Italy needs strong brands, brands that over deliver on the price – quality ratio, brands that guide consumers through the nuances of Italian wine styles and brands that are able to compete on shelf with those of the New World.

“We believe the Caviro approach, which encompasses a fully integrated wine business model that extends to vineyards, partner wineries, boutique and bulk wine production, packaging, marketing and brand building, will enable us to build successful, sustainable brands with a real sense of place and longevity.”

Formed in 1966 by a collection of small independent Italian wine growers, Caviro is the leading Italian wine co-operative consisting of 36 partner wineries and over 18,000 wine growers from the leading wine regions of Italy. Based in Faenza in the Emilia Romagna region of northwest Italy, Caviro has total energy self-sufficiency through the use of renewable sources and the recycling of by-products of the winemaking process.

For further details visit the Caviro website -

* Source: Iri InfoScan (Information Resources Inc.) Year ending December 2008, based on packaged goods, total wine by volume sold at grocery self service store > 100 Sqm
**. Source: Impact Databank June 2009


1 April 2010 - Felicity Murray