Italian co-operative outlines plans for quality rebrand

By Jo Gilbert

Published: 12 September, 2017

A large-scale Italian cooperative is aiming to challenge its “reliable Pinot Grigio” reputation with a marketing push in the UK.

Cavit, which is represented by Boutinot in the UK, was formed in 1950 to train winegrowers in northern Italy’s Trentino region and create a winemaking culture there.

In 2017 they are have taken on a new PR agency in the UK with the aim of changing perceptions and rebranding themselves as a quality still and sparkling producer.

“Yes, Cavit is a largescale producer,” export direct Andrea Nicolini, said. “But it is comprised of a number of small wineries, each with a craftsman’s approach. So we are in the enviable position of being able to combine the advantages of a big company with the values and traditions typical of small-scale family operations.”

Today, the company has access to 5,500h of vines via its 10 member wineries and 4,500 member growers.

Cavit has taken on Emma Wellings PR to look after their UK activities which will include the launch of a new trio of “top tier” wines.

These have been three years in development, with the aim of illustrating the co-operative’s winemaking experience and ability to produce wine at the premium as well as the volume end.

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