Due to run from February 13 to March 5, the initiative will offer discounts on a range of different Italian wines, including its Red and White Wines of the Month: Co-op’s Puglia Primitivo-Sangiovese 2004 and its Pinot Grigio 2004, both reduced to £3.49 from £4.99.
The Co-op’s Fizz of the Month is also Italian, offering La Gioiosa sparkling Pinot Grigio NV at
£3.99 instead of £5.99. The La Fortezza Chardonnay 2005 and Shiraz Cabernet 2004 are on offer too, at £2.99 from £5.99.
Increased competition from New World brands has threatened the Italian wine category, but it still holds the number four position in terms of value sales in the UK, totalling £427m last year [ACNielsen year to December 24, 2005].
“The food-friendly nature does help Italian wines, but according to many in the industry, Italy needs to go down the branded route,” said David Gleave, MD of importer and distributor Liberty Wines.
“It has strong generics and it should be promoting these more. Its brands are really Pinot Grigio and Chianti.”