Treasury Wine Estates is rolling out a new Italian wine brand called Belorante in retailers across the UK.
With a vibrant design and distinctive peacock emblem named ‘Massimo,’ the brand responds to a growing demand for Italian wine in the UK, with it being the second largest category in wine in the grocery market.
Amy Fisher, Senior Brand Manager at Belorante, said: “We’re thrilled to be launching Belorante into the UK. Inspired by the effortless style, attitude and vivaciousness of the Italian way. Belorante is all about bringing colour to your table and flavour to your glass, Italian style.
“When it comes to choosing wine, we often play it safe and stick with what we know – but wine doesn’t have to be complicated. We want Belorante to be part of every fun and joyous occasion.
“Belorante is a bold, modern reinvention of Italian wine, bringing colour, freshness and modernity into the Italian wine aisle, inviting consumers to stray away from the neutral and be more ‘peacock’.”
The range is available from Sainsbury’s, Asda and Morrisons. It includes Belorante Grillo Italia, 2023 (RRP £9.00), Montepulciano D’Abruzzo DOC, 2022 (RRP £9.00), Belorante Pecorino, 2023 (RRP £10.00), and Belorante 2022 Italia Primitivo (RRP £10.00).
NAM Implications:
- A key first step is a stand-out label on shelf.
- And at £9 a throw, worth a taste…
