Piccini to highlight Tuscany on packs

16 February, 2009

Italian wine producer Piccini has is rebranding its portfolio as Piccini Tuscany in the UK off-trade.

The company said the change had been made because of the “aspirational cues” that the name Tuscany held for many consumers and the importance of regionality over grape variety in purchasing decisions in the UK market.

Martina Piccini, sales and marketing director, said: “When people think of Tuscany, they think of everything that’s good: beautiful countryside, warm sun, fabulous food and great wine.

“Piccini has been making bellissimo wines in Tuscany for over a century now so it makes perfect sense to let consumers know that when they buy a bottle of Piccini, they’re getting the essence of Tuscany in a glass.”

The new branding will feature at the top of all labels in Piccini’s Tuscan range, from its flagship Orange Label Chianti, which has an rrp of £5.99 to the Gran Selezione Oro Riserva at £9.99.

Piccini has around 12% of the Chianti region’s output, and is represented in the UK by PLB.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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