Italian wine Tavernello runs Florence trip prize draw
Friday February 20, 2015 at 12:11pm
Italian wine cooperative Caviro has launched a promotion in Tesco to support its Tavernello wine brand, offering the chance for consumers to win a trip for two to Florence. There are also weekly prize draws for a case of wine. The prize promotion will be appearing on neck collars of bottles of Tavernello Bianco and Tavernello Rosso, which is stocked by Tesco, until April 2015. Caviro commercial and marketing director Pierluigi Calcagnile says: “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.” According to market researchers Canadean, Tavernello is the world’s fifth largest wine brand by global case sales. It was launched in the UK in Tesco stores last year. The UK is one of only two countries where the product is sold in glass bottles; everywhere else, it is sold in Tetrapaks.