Vinitaly 2019: A Positive Year for Varvaglione 1921

Idea, a new Rosé of Primitivo, launched with great success

A super-positive 2019 Vinitaly for Varvaglione: the new wine, Idea, a rosé made from Primitivo grapes, was presented in Verona and met with the enthusiasm of the general public as well as press from the wine sector. For the first time, the Family of Primitivo has added a rosé wine to their collection. It was love at first sip. “We went beyond expectations,” says Cosimo Varvaglione, “and it was very important that restaurateurs and importers welcome this new initiative with interest, and understand its significance. This is a product that tells the story of our company and at the same time keeps an eye on market trends.” Even the Varvaglione family stand, with its fresh and direct design, this year told about a new idea of wine and communication.

“This was an initiative of my daughter Marzia, who is head of marketing at the company,” continued Cosimo Varvaglione.

“From the selection of the label to formulating the storytelling of this new wine, we were inspired by a modern style that could make younger generations curious about getting to know a new product, while reassuring all other wine lovers through the elegance both in the winemaking as well as packaging.”

Even the cocktail party for the launch of Idea made a splash with guests from all over the world. The unique location, overlooking Juliet’s balcony, a romantic place, full of history for the city of Verona, was absolutely in synch with the mood of the new wine.

Two famous chefs, emblematic of great Puglia cuisine and representatives of a long love story, Antonella Ricci and Vinod Sookar from Al Fornello da Ricci, the oldest Michelin star in Puglia, delighted the guests. A musical background was provided by the Pugliese DJ and producer Populous.

Vinitaly proved itself once again to be the place where business relationships both old and new are consolidated, and where foundations are laid for the future.

And now that the most important Italian wine fair has closed its doors for this year, the men and women of Varvaglione 1921 have gone back to work at the cellar back in Leporano, immersed in the vineyards, or are traveling around the world to tell the story of this extraordinary family.