Italy’s Cantina Di Soave Investing Aggressively In U.S. MarketJune 26, 2012
Veneto-based Cantina di Soave produces around 3 million cases of wine annually, but has so far been absent from the U.S. market, where it’s now mounting an aggressive push. A cooperative of 2,200 growers, the Italian group is well established in its domestic market as well as major international markets including the U.K. and Germany. In the U.S., where its wines are handled by Mionetto USA, Cantina di Soave plans to invest $1 million annually over the next three years with the goals of establishing a solid volume base and raising the profile of Soave wines with U.S. consumers.
Cantina di Soave’s three-liter boxed brand Duca del Frassino (selling for $19.99 a box and featuring red and white blends) is intended to help build critical mass and pave the way for its higher-priced labels Re Midas and Rocca Sveva. Rocca Sveva includes Soave Classico ($14.99), Ripasso Superiore di Valpolicella ($20.99) and Amarone ($60) variants, while Re Midas’s line includes Soave and Corvina wines priced at $9.99.
The rollout of another boxed wine, Volére—a 1.5-liter offering whose packaging is designed to resemble a purse—is being accelerated due to strong interest from retailers like Stew Leonard’s and recent publicity on ABC’s “The View.” Volére has Pinot Grigio, Merlot/Pinot Noir and Rosé expressions and sells for $19.99 a box. It’s currently available only in select markets across the country, but Cantina di Soave expects it to reach nationwide distribution this summer.
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