Italian wine cooperative Caviro is to launch its Tavernello brand in Tetra Pak packaging in Tesco stores in the UK.

Tavernello, to be introduced from mid-August in Tesco stores, features Italian wine styles Trebbiano Pinot Bianco and Sangiovese, Caviro announced today (10 August).

The range has a recommended retail price of GBP3.99 (US$6.63) for a 75cl Tetra Pak package and features a 100% Sangiovese and a white blend of 80% Trebbiano and 20% Pinot Bianco.

Caviro export business unit manager Pier Luigi Calcagnile said: "The launch follows an extended period of market research that allowed us to identify a gap in the market for an authentic, fruit forward and easy drinking Italian wine that over-delivers on quality at the entry-level price point."

The launch will be supported by a nationwide sampling campaign throughout key Tesco stores in August, with further brand investment activities planned for early 2010.

The sampling also coincides with the launch of a UK website -