Idea, the Rosa di Primitivo, warmly welcomed with great success
Positive results for the 2019 edition of Vinitaly. There was great anticipation for the new product presented as a preview in Verona, and the approval from the public, industry professionals, and specialized press was unanimous. For the first time, a rosé made from Primitivo grapes has officially entered the Varvaglione family wine range, and it immediately became a great passion. “We went beyond expectations,” says Cosimo Varvaglione, “and it was important that restaurateurs and importers welcomed this new initiative with interest, understanding the value of a product that at once tells the story of our company and keeps an eye on market trends.”
And even the stand, with its fresh and straightforward layout, this year aimed to tell the new rosé idea from the Varvaglione family. Yes, truly a new idea also in the chosen communication paradigm. “It was an initiative by my daughter Marzia, who also handles marketing in the company,” commented Cosimo Varvaglione, “and from the label design to the storytelling formula chosen for this new wine, we were inspired by a modern style that sparks curiosity, brings younger generations closer to an interesting product, and reassures all other enthusiasts through a work of great elegance both in winemaking and packaging.”
The launch cocktail party of Idea, the rosé di Primitivo, was also a success. A unique location, the Juliet’s Terrace, romantic and of great historical value for the city of Verona, perfectly in tune with the mood chosen for the storytelling of the new wine.
Two chefs symbolizing great Apulian cuisine and emblematic of a long love story, Antonella Ricci and Vinod Sookar, from Al Fornello da Ricci, the oldest Michelin Star in Apulia; a musical background provided by the Salento DJ and producer now internationally renowned, Populous; and guests who arrived from every corner of the world.
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Verona with Vinitaly also stands as an occasion in this edition where long-standing business relationships are strengthened, foundations are laid for new discoveries, old friends reunite, and new ones are made.
And now, with the spotlight turned off on Italy’s most important wine trade event, the men and women of Varvaglione1921 have returned to work at their respective stations—some at the historic Apulian estate in Leporano, surrounded by vineyards, others traveling the world to share this extraordinary family story.
