Varvaglione: Traditional wine-making with innovative branding Traditional wine-making with innovative branding4/17/2018 11:00:00 AMCase studies;News;CS Wine & Spirits;Wine & Spirits;Product ranges & Services;Europe, Middle East, Africa;RafCycle;CS RafCycle<p>Varvaglione 1921 is a family-led company which combines the father's traditional wine-making techniques with the daughter's innovative communication and branding strategy. The history of Varvaglione winery goes back four generations, with the oldest barrels dating back to 1921.</p><p> <img src="" alt="" style="margin:5px;" /> </p><p style="text-align:center;"> <strong>TAKEAWAYS</strong></p><p style="text-align:center;"> <strong>1. New wine range and innovative design turned Varvaglione into one of Europe's fastest-growing companies</strong></p><p style="text-align:center;"> <strong>2. Varvaglione's organic wines are complemented perfectly by the cotton texture of UPM Raflatac’s labels </strong></p><p style="text-align:center;"> <strong>3. Varvaglione responds to sustainability by recycling the label liner waste with the RafCycle<sup>®</sup> program </strong></p><p>The first Varvaglione company was officially set up at the end of the 1950s, after the Second World War. At that time, Varvaglione started selling vino sfuso (literally loose wine), unbottled wine sold by the litre. The shift from vino sfuso to bottling took place in the early 2000s.</p><p> <img src="" alt="" style="margin:0px 5px;" /> <br> <em>Marzia Varvaglione is a former professional basketball player who joined the family company at the age of 24. </em></p><h2>Sales growth with eye-catching labels</h2><p>Today the father of the Varvaglione family, <strong>Cosimo Varvaglione</strong>, is in charge of production while his daughter, <strong>Marzia Varvaglione </strong>is the company's business developer. She has brought a fresh and young look to her father’s well-established and traditional wine-making techniques.</p><p>Varvaglione’s newest wine range, 12 e mezzo, uses eye-catching UPM Raflatac labels for its organic wine bottles. This wine range has increased sales, turning the company into one of the fastest-growing in Europe.</p><p>The organic Primitivo label has wild flowers on it, with several bees highlighted with tactile varnish. The label of the white blend has shiny butterflies that fly among white wall-rocket flowers. </p><p> <img src="" alt="" style="margin:0px 5px;" /> <br> <em>The label design of the 12 e mezzo range was inspired by nature</em></p><p>There was scepticism and even scorn among the wine community when Varvaglione 1921 presented the 12 e mezzo lighter wines with the eye-catching labels. But now the range represents close to half of the 4 million bottles that were sold in 2017.</p><p>“The label plays a big role, it pushes clients to buy,” says <strong>Fabio Cascione</strong>, Varvaglione’s foreign sales director.</p><p>“12 e mezzo represents a breaking point compared to traditional wine labels,” says Marzia. “We wanted to make sure that the drinking experience could encompass all five senses, including touch and sight.”</p><h2>Recycling label liner waste with RafCycle<sup>®</sup></h2><p>Both the look and feel of the label are important to Marzia, but sustainability is also very high on her agenda. For that reason, Varvaglione has adopted UPM Raflatac’s innovative recycling program RafCycle that lowers Varvaglione´s waste by providing a recycling service for the label liners after the label is attached to the bottle.</p><p>Marzia plans on converting to a solar-powered enterprise by 2019. Then she wants to become fully sustainable, using services like RafCycle and increasing the production of organic products.</p><p>She is confident that by combining her father's wine knowledge and the company's solid wine-making with her innovative approach to communication and branding, the company will go far.</p><p> <span aria-hidden="true"></span> <span aria-hidden="true"></span> <span aria-hidden="true"></span> <span aria-hidden="true"></span> <a href="" target="_blank"> <span style="text-decoration:underline;"> <font color="#0066cc">Watch video: Varvaglione - inspirational wine labeling partnering in RafCycle program »</font></span></a></p><p> <a href="" target="_blank"> <span style="text-decoration:underline;"> <font color="#0066cc">Read more about UPM Raflatac’s wine labeling solutions » </font></span></a></p><p> <span aria-hidden="true"></span> <strong>Designer: </strong>Idem Design <br><strong>Printer: </strong>Imoco</p><p> <img class="ms-rtePosition-1" src="" alt="" style="margin:5px;width:175px;height:124px;" /> <strong></strong></p><p> </p><p> <strong>Brand-owner:</strong><br>Varvaglione 1921 is a family-run wine-maker in Italy's Apulia region, which combines traditional, award-winning wines with a young team and innovative branding. It is the only Italian wine-maker that is on Europe's fastest-growing companies list.</p><p> </p><p> <img class="ms-rtePosition-1" src="" alt="" style="margin:5px 40px;width:100px;height:138px;" /> </p><p> <strong>UPM Raflatac product description:</strong><br>Pure Cotton RP30 WG 85 label material is designed for premium wine and spirits applications with a 100% cotton face paper. The cotton texture with recovered cotton fibers offers a natural touch and feel with a sense of authenticity. The white glassine backing offers good robustness and stability for embossing and die-cutting of complex label shapes.</p><p> <strong></strong> </p><p> <strong></strong> </p><p> </p><p> <br></p><p> </p> <br>  <p> </p><p> <span aria-hidden="true">     </span></p><p> <span aria-hidden="true">    </span></p>

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