Italian Icons - a range of wines sourced throughout Italy - has been developed to appeal to both the “Old World faithful
together with the New World aficionados” and will be presented by region or varietal to make them both accessible and recognisable.
Brand manager Paul Shelton said he believed Italy had huge, hitherto unrealised, potential for branded wines in the UK. “But Italian labeling is complicated and therefore intimidating, and we feel this is why Italian Icons can drive the Italian category forward,” he added.
The wines will be priced at £4.49 for an entry level Soave and Sangiovese, and £5.99 for Pinot Grigio, Frascati Valpolicella and Chianti.