Caviro aims to capitalise on UK opportunities

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

For several years now Caviro has worked as an own-label supplier and has many partnerships with multiple grocers such as Tesco, Sainsbury’s and Morrisons.

Caviro is the supplier behind Tesco’s Dino Sangiovese di Romagna DOC line, which is one of the fastest growing brands in the UK. Last year alone Caviro shipped over two million bottles.

As a result of these partnerships, the UK has become Caviro’s number one export market in terms of turnover.

Caviro export business unit manager Pier Luigi Calcagnile said: “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.”

Caviro is the tenth largest wine producer in the world and accounts for 10% of total Italian wine production, with annual turnover in excess of  €280m.

The Caviro portfolio includes the soon-to-be-launched Romio range which showcases wines from key Italian regions such as Friuli, Tuscany, Abruzzo and Sicily.  

Rupert Millar, 21.04.2010