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Banfi Launches Riunite Ad Campaign, New Sweet Varietals

July 9, 2012

Banfi Vintners is launching a $2-million ad campaign in the U.S. behind Riunite Italian wine under the tagline “Just chill,” supporting the launch of Riunite Sweet Red and Riunite Sweet White. Available nationwide this month for $5.99 a 750-ml., the Riunite sweet wines are being launched as a separate brand rather than line extensions to the existing Riunite portfolio. Created by Blacksburg, Virginia-based ad agency Modea, the campaign will target female consumers ages 25-plus and is purely digital, including a website that encourages women to learn more about the wine, watch videos and play a question game called Chill Chatter.

Riunite’s volume in the U.S. was down 1.9% to 2.2 million nine-liter cases in 2011, according to Impact Databank, but it remains the fifth-largest imported wine on the market and the second-largest Italian wine, after Palm Bay’s Cavit.


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