Da Luca gets a makeover

Da Luca gets a makeover

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Constellation Europe is seeking to capitalise on growing demand for higher priced Italian wine in the UK by revamping the packaging for its Da Luca range in the country.

The company is rolling out new-look Da Luca packaging to more greatly emphasise the brand's quality and Italian provenance.

The Da Luca range is sold for GBP6.99 (US$10.50) per bottle at upmarket retailer Waitrose and Constellation said that it is looking to take advantage of a surge in demand for Italian wine in this price bracket in the UK.

The firm has also added a Rosado to the existing range of Pinot Grigio and Primitivo Merlot, in order to profit from consumers' growing thirst for rosé wines.  

Da Luca's new packaging is also being launched in Norway, Denmark and Finland, which are emerging markets for the range.

Commenting on the timing of the move, a spokesperson for Constellation told just-drinks today (30 June): "Constellation felt that with Italian wine of Da Luca's quality already proving popular with consumers, the time was right to reinforce that positive sentiment with a packaging design that would achieve better stand out in display."