US: Delicato Family Vineyards renames Delicato in relaunch
Click through to see DFV Wines' Domino brand in its new livery
Delicato Family Vineyards (DFV) Wines has confirmed details of the renaming of its Delicato brand, which has been rechristened Domino, in the US.
The California-based firm, which is owned by the Indelicato family, announced late last week that the name-change is a result of “consumers gravitating toward more contemporary brands”. The Domino range will be rolled out across the US this month, with an SRP of US$6.99 per 75cl bottle, and $11.99 per 1.5-litre bottle.
“We knew we had to repackage and reposition the Delicato brand in order to remain competitive," said Chris Indelicato, CEO of DFV Wines. "Once we determined that the growth of this segment is coming from contemporary brands, the decision was made to move away from our current traditional package to a more modern style."
The range consists of seven California varietals: Chardonnay, Cabernet Sauvignon, Merlot, Pinot Grigio, Moscato, Shiraz and White Zinfandel.
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