Sicilian wine sees sales soar following "green" makeover

Purato, the organic Sicilian wine brand by Stefano Girelli’s TWP Wines, has seen an increase in sales of 62% since the launch of its new look earlier this year.

The brand was given a makeover in order to emphasize its green credentials, with a particular focus on the “Green to the Extreme” strapline. The brand is also vegan-friendly, certified carbon neutral, and has eco-friendly packaging, which is 100% recyclable.

Girelli said: “We are not new to the organic party. 2019 marks Purato’s 10th birthday and we wanted to celebrate this milestone with a look which communicates all the brand’s green credentials. As consumers increasingly choose sustainably produced wines and foods over the alternative, we believe that the clearer messaging via the packaging has played a major part in this huge increase in sales.”

The range comprises three wines, each priced at £8.99: Cataratto/ Pinot Grigio Terre Siciliane IGP, Nero d’Avola Sicilia DOC and Rose Terre Siciliane IGP (made from Nero d’Avola).

A fourth wine – Siccari, a Nero d’Avola Appassimento style – has now been added to the range. A Sparkling Grillp, bringing the total number of wines in the range to five, will be launched later this autumn.

Purato is distributed by North South Wines, whose buying and marketing director, Joy Edmondson, said: “We strongly believed that we would see an uplift in sales following the redesign, but this is an incredible result. We are delighted that the new look is working so well for our customers, as well as attracting new customers, and are very happy to be part of a success story when sales have been quite flat in the trade over the summer months.”

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