Forlì, 13th March 2024: Caviro has wrapped up its attendance at ProWein, which has just closed the doors of its thirtieth edition. Italy was the most represented country at the German event, despite the numbers being slightly down this year.
The Group had two stands in Pavilion 16: Caviro – with the beloved brands Tavernello, Vigneti Romio – together with Leonardo da Vinci and Gerardo Cesari, with a dedicated space.
“There weren’t huge numbers of people, but a good movement around the stands, and individual appointments,” comments Giampaolo Bassetti, Caviro Group General Manager. “Three European trade fairs in the space of just over two months means customers have to choose between them, especially when they are overseas. Despite the complex year, you can sense the excitement of a sector that still offers plenty of great opportunities, and the positivity of a pick-up in growth towards 2025.”
The feeling at the fair was therefore positive, even if a little cautious, given the difficult times the sector has been going through. The fair confirmed that the quality and reliability of the Group’s products continues to be recognized by customers who have long-standing relationships with the Group, and who are increasingly attentive to sustainability and lower impact packaging, such as Tetra Pak.
Positive feedback was also received on the restyling of the entire Leonardo da Vinci line, including its iconic Chianti, which brought changes to labels that will guarantee a greater impact and recognition on the shelf.
Luisa Bortolotto, Caviro Sca Export Director, adds, “The many visitors to the stand confirmed their appreciation of Novebolle Romagna DOC Spumante, in the sparkling category, and the bag-in-box and Tetra Pak formats received wide praise. The fair was an opportunity to continue pursuing our dual objective, that of covering mature markets in which we are already well inserted, such as the UK, our main market, Germany, the USA and Japan, and, that of focusing, at the same time, on the development of emerging markets, in which the consumption of Italian wine is growing, such as in Eastern Europe and Asia, as well as Brazil and Australia.”
To do this, it is essential to know how to intercept and ride the wave of new consumer trends. “We at Caviro never fail to observe and study the market, where we need to be able to offer pleasing and recognizable products in the various segments,” continues Bortolotto.
“Among the main trends are that of low alcohol and no alcohol products, driven by specific legislation and changes in taxation. Customers today are interested in having this type of product in their portfolio, even if demand is still in its infancy and the quality leaves much to be desired.”
Gerardo Cesari at ProWein
Also present at ProWein, with its own stand, was Gerardo Cesari, the historic Veronese company founded in 1936 and owned by the Caviro Group since 2014. The fair was its first opportunity to present the change of image and strategy under the new management of Giovanni Lai, who describes it like this, “It’s a rationalization of the offer, research that starts in the vineyard and reaches the bottle, to translate itself, with a coherence of quality and image, into a cleaner and more recognizable visual language.”
The families of products with a graphical redesign were therefore presented to the main customers from Europe, Eastern Europe and the USA: from the Classics, with Amarone and its historic satin-finish bottle, as the highest expression of the Valpolicella region, and the great Bosan, Valpolicella Ripasso and Valpolicella Superiore, through to the whites of the Cento Filari line, from Lugana through to Pinot Grigio and Bianco Garda.
“The product most appreciated in the restyling and positioning was the Valpolicella Classico Cesari, for its drinkability and versatility in pairing, also when served chilled,” concludes Lai.
With 175 million litres of wine sold every year in Italy and exported to over 80 countries around the world, Caviro represents the largest winery in Italy, with a portfolio of brands and products in various price ranges, from day-to-day to vintage wines, well-appreciated both in Italy and abroad.
The next sector appointment will be in Verona at Vinitaly, at which Caviro will also announce the publication date of its 2023 Sustainability Report.
