December 19th, 2018 | By Mike Raven
Treasury Wine Estates (TWE) announced the introduction of its new Italian wine brand, Cavaliere d’Oro, designed to capture growth opportunities in Italian wine while at the same time making an Old World wine category more accessible for consumers. With its name translating to “Gold Knight,” Cavaliere d’Oro is born out of the legacy of Gabbiano, a premium Italian wine produced in the heart of the Tuscany region of Chianti Classico. The unique Cavaliere d’Oro portfolio also goes beyond its Tuscan offering to include wines from other premium winemaking regions across Italy, such Puglia and Sicily. The Gold Knight on the label signifies an invitation to consumers to explore these exciting regions.
“Today marks another significant milestone for TWE as a truly global wine company. We have strong and successful Australian, New Zealand, American and French portfolios of wine, and we are proud to now offer Italian wine through a portfolio that is accessible and compelling for consumers,” TWE Chief Marketing Officer Michelle Terry said.
The brand portfolio was officially unveiled at a premier event in Tuscany at the beautiful Castello di Gabbiano, home to the heritage of crafting quality wine since A.D. 1480. Targeting 28- to 40-year-old new and existing consumers of Italian wine, the Cavaliere d’Oro portfolio comprises 13 wines, offered across three distinct tiers:
- The Chianti range includes premium Chianti varietals, preserving the winemaking integrity of Tuscany, while enlivening the heritage of Gabbiano.
- The Regional range extends Cavaliere D’Oro to Italy’s flagship growing regions including Tuscany, Sicily and Puglia, with characterful wines and styles including Primitivo, Tuscan red blend and Terre Siciliane.
- The Light and Refreshing range rounds out the portfolio with a refreshing collection of celebratory and fun white wines including Pinot Grigio and Prosecco.
The wines are produced by Federico Cerelli, a native of Tuscany and a passionate, talented winemaker with more than a decade of experience crafting top quality Italian wines. He has worked as part of the Gabbiano team since 2011 and this new portfolio will allow him to spread his wings into new exciting regions of Italy. The new brand will be supported by a comprehensive trade and consumer marketing campaign featuring the creative positioning “Bold or Nothing,” to reflect the vibrant, contemporary positioning of the new Italian portfolio.
Cavaliere d’Oro will be available in the U.S. starting in January 2019, with other markets including China, Latin America and Canada to follow.
This past September, in the Mix’s Managing Editor, Mike Raven, had the distinct honor of attending the gala kick-off of Cavaliere D’ Oro with his host Alexis Walsh, Vice President, Commercial Strategy & On Premise, at the magnificent Castello Di Gabbiano castle in Tuscany. The gala started off with a reception and the grand entrance of a “Golden Knight” on a white steed. The reception gave the attendees, who were from all over the world including a large group from China, a chance to mingle and get to know each other.
The ensuing eight-course dinner was a tour of the best seasonal Tuscan cuisine available, paired with wines from the new Cavaliere D’ Oro portfolio. Also included was a rare treat from the cellars of Castello di Gabbiano, a 1997 and 2001 Bellezza Chianti Classico Gran Selezione DOCG, a wine that will continue under the Cavaliere D’ Oro masterbrand. To add to the ambiance, two professional opera singers serenaded the group under the picturesque Tuscan moon – truly a night to remember. This was the start of a three-day event that included a Masterclass conducted by winemaker Federico Cerelli, cooking classes, as well as fabulous lunches and dinners, in grand Tuscan style.