Treasury Wine Estates introduces Cavaliere d’Oro

By Michelle Perrett

Published: 21 September, 2018

Treasury Wine Estates (TWE) has launched a new Italian wine brand called Cavaliere d’Oro.

Cavaliere d’Oro will be available in the US from January 2019, with other markets including China, Latin America and Canada to follow. Details of the UK launch are still to be unveiled.

TWE said that the wine is designed to “capture growth opportunities” in Italian wine while making the old world wine category more accessible for consumers. The range is targeting new and existing consumers of Italian wine aged 28 to 40 years old.

TWE said the launch of Cavaliere d’Oro continues the strategy of expanding its country of origin portfolios. This is following the success of the company’s French portfolio offering, led by Maison de Grand Esprit, released in 2018.

According to TWE these wine ranges “looks to disrupt an old world wine category”, as a multi-regionally sourced collection of wines all under one brand.

There are 13 wines in the portfolio across three tiers - the Chianti range, the regional range including Tuscany, Sicily and Puglia, and styles including Primitivo, Tuscan red blend and Terre Siciliane and the light and refreshing wines including pinot grigio and prosecco

“Today marks another significant milestone for TWE as a truly global wine company. We have strong and successful Australian, New Zealand, American and French portfolios of wine, and we are proud to now offer Italian wine through a portfolio that is accessible and compelling for consumers,” said TWE chief marketing officer Michelle Terry.

“We are building on and expanding the legacy of success driven by Gabbiano, which has a history of more than 500 years of producing high quality Chianti – Gabbiano Chianti, is in fact the number one selling Chianti (by volume) in the US.”

The wines are produced by Federico Cerelli, a native of Tuscany with more than a decade of experience crafting Italian wines.

The new brand will be supported by a trade and consumer marketing campaign featuring the positioning ‘Bold or Nothing’ to reflect the contemporary positioning of the new Italian portfolio.

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