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Palm Bay Revamps Cavit Packaging, Extends Roscato Brand

May 7, 2013

Palm Bay International is launching new packaging across its Cavit Collection wine range. The new labels feature a die cut of the Alpine mountains, as well as a more prominent logo and an emphasis on Cavit’s “Eccellenza Italiana” tagline, which is embossed on the label. The new look will roll out nationwide in June. Additionally, Cavit Chardonnay will bear an “Oak Zero” designation to reflect its unoaked style, and Cavit Moscato will now be available in a screwcap bottle.

Cavit, the U.S. market’s number-two imported wine brand, was down 1.1% in volume to 3.5 million nine-liter cases in 2012, according to Impact Databank. The brand’s repack coincides with a price hike to $9 a 750-ml. bottle on Cavit, Palm Bay’s senior vice president, marketing, Marcy Whitman, tells Shanken News Daily.

Meanwhile, Palm Bay has extended its Roscato brand (a frizzante wine also produced at the Cavit winery) with a Bianco Dolce white wine. Priced at $12.99 a 750-ml., Roscato Bianco Dolce (8%-abv) is a blend of Moscato and Chardonnay. Roscato’s original offering was a Rosso Dolce made from the Croatina, Teroldego and Lagrein grapes.

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