Cavit Wines

With dynamics ranging from mindful moderation to premiumisation plateaus, as well as increased competition from out-of-category players, accessible wine has to work harder than ever to stand-out. We needed to find our soul and our story in order to connect with a time-poor and choice-saturated consumer, who wants more than just a weekday wine down.

The Italian lifestyle perfectly aligns with US audiences’ desire to experience a more balanced and joyful life, especially when real life has its challenges. We wanted to give them permission to adopt an Italian mentality, and see Cavit as the passport to their best life. After all, if there’s one thing Italians know it’s that true pleasure isn’t about money or the fame. It’s about living “la dolce vita”, everyday.

The nationwide “Made Magnifico” campaign went live across both traditional and digital media, and was an unapologetic celebration of our Italian attitude and provenance, and what that means for a US audience. From content to retail activation, advertising to influencer marketing, this is Cavit for a new generation of drinkers: Italian AF and proud of it.