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Published:  23 July, 2008

Edward Cavendish & Sons (ECS) has introduced Vitae, a Sangiovese from Tuscany, the first brand to be launched in the UK by the ECS and Racke International partnership. Vitae is an established brand in Europe and recently won a gold medal for its packaging at the 2001 Wine & Spirits International Design Awards. ECS and Racke joined forces last month to distribute a number of Racke brands and initiatives on the UK market over the next 12 months. Vitae is the first non-New World brand to join the ECS portfolio and represents a new global strategy, which focuses on the distribution of brands that meet the demands of the consumer irrespective of their origin. Vitae is made from 100% Sangiovese and is a medium-bodied wine with a suggested retail price of 5.99. Its bottle presentation and label detail have been designed to convey calmness, relaxation, authenticity and mysticism'.