New look for off-trade's top Italian brand
Published:  04 September, 2008

D&D International has repackaged La Gioiosa, the biggest Italian brand in the UK off-trade.

Pinot Grigio, Pinot Grigio Blush and Merlot have been revamped to make them brighter and more contemporary, with colour-coded screwcaps and prominent branding.

"We have worked very closely with La Gioiosa on the

new packaging, ensuring

the

labels have great shelf stand-out ," said marketing director Lewis Jones. "La Gioiosa is continuing its brand development with a range of naturally lower in alcohol wines, the first of which has been listed in Tesco."

The Veneto producer has also signed an agreement with Treviso co-operative Cantina Sociale di Ormelle

to guarantee its wines' origins and keep improving quality.

Ormelle is one of the oldest and largest co-ops in the Treviso area, with 500 members controlling 1,000ha in the Piave area, producing Pinot Grigio and Prosecco among other wines.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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