With its most significant investment of the past decade, Caviro announces the relaunch of Tavernello, the world’s best‑selling Italian wine. A strategic project that marks the beginning of a new era for the brand, designed to speak to its long‑standing consumers while winning over a new audience with a fresh, accessible and pop language. Tavernello is therefore changing its look, introducing renewed packaging, a new omnichannel campaign featuring Nino Frassica, and a more contemporary positioning.
In 2025, the Caviro Group reached a turnover of 351 million euros and a production of 150 million liters, distributed across 90 international markets, thanks to a supply chain made up of 11,500 winegrowers and 36,000 hectares of vineyards in 8 Italian regions. An agricultural heritage that Tavernello brings to the world as an ambassador of 100% Italian grapes.
Tavernello: Caviro relaunches the brand with Nino Frassica and a pop, contemporary and inclusive identity
The restyling begins with the new Prisma format, already available in stores: an evolution of the iconic Tetra Pak brick created in 1983, it maintains all functional advantages while updating its lines, making them more modern, streamlined and aligned with the brand’s renewed image.
The logo now occupies the entire front panel, asserting the primacy of a brand beloved by Italian families. Under the graphic banner “I nostri Viti_cool_tori”, original illustrations celebrate the Caviro winegrower community and values such as diversity, conviviality and sharing.
Sustainability also plays a key role: the claim “Del vino non si butta via niente” (“Nothing goes to waste in wine”) highlights the circular‑economy model “From Vine to Vine”, through which Caviro transforms every by‑product into a new natural ingredient, closing a virtuous cycle recognized as an international best practice.
Nino Frassica is the new brand ambassador
Marking this new chapter is also the brand’s new testimonial: Nino Frassica. With his signature irony, in the new commercial airing from February 1st, the actor reinvents one of his famous lines:
“Non è bello ciò che è bello, ma che bello Tavernello!”
A perfect sign‑off to express the brand’s spontaneity and authenticity.
The omnichannel campaign – running through the summer – includes:
- 30’’ and 15’’ TV spots
- a media plan across major national broadcasters
- a strong digital presence on YouTube, social short videos and reels
- local activations to let consumers taste the product and dispel prejudices often based on perception rather than experience
“Tavernello is real wine for real people, in real moments” is the message the campaign aims to convey: an invitation to enjoy conviviality in a light and immediate way.
Caviro: “The quality is the same as always, but the language evolves”
Caviro: “The quality is the same as always, but the language evolves”
Giampaolo Bassetti, General Manager of the Caviro Group, highlights the brand’s responsibility at a time of market transformation:
“The wine market is undergoing a profound redefinition […] representing 9% of the grapes produced in the country, we have a responsibility toward Italian viticulture. The quality has remained the same, and consumers must know the origin of this wine.”
A message that reinforces the crucial role of the 11,500 winegrowers in shaping Tavernello’s identity.
According to Anja Nachtwey, Marketing & Communication Director:
“Tavernello is no longer just a brand, but a symbol of authentic conviviality […] The collaboration with Nino Frassica allows us to tell this universe with an immediate and human language.”
A project destined to grow: new product innovations will be introduced in the coming months.
Tavernello and Caviro: the strength of a unique supply chain in Italy
The company ushering in this new era is Italy’s largest winery, with an agricultural supply chain representing around 9% of the country’s total grape production. Caviro and its subsidiary Caviro Extra embody a complete circular‑economy model, transforming winemaking by‑products into high‑value ingredients for new industries.
The group also includes prestigious brands such as Gerardo Cesari and Leonardo da Vinci, expressions of territories like Veneto and Tuscany.
