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Castello di Volpaia’s Prelius Brand Driving Growth In The On-Premise

“Although Tuscan winemaker Castello di Volpaia is widely recognized for its portfolio of upscale Chianti Classico labels, in recent years the winery has spread its wings with Prelius, a larger-volume label produced in the coastal Maremma Toscana DOC. The Prelius lineup includes a 100% Vermentino and a 100% Cabernet Sauvignon, both certified organic and priced at $16 a 750-ml. Prelius is aimed at on-premise accounts—its Cabernet Sauvignon is 84% on-premise—with a target by-the-glass price point of $10.

“Prelius’ production levels nearly double those of Volpaia’s Chianti Classico–based labels. Between 80,000 and 100,000 bottles of Prelius are produced annually, with Cabernet Sauvignon accounting for 80% of total volume. “The Cabernet Sauvignon is a bridge that connects the public with Prelius,” says third-generation Volpaia family member Federica Mascheroni Stianti. “Everybody knows the grape, but this is an expression with an Italian personality.” …”

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Julia Higgins, December 28, 2017
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Castello di Volpaia’s Prelius Brand Driving Growth In The On-Premise