- Homepage for the Wine Industry

The Caviro Group taps Innovation X Marketing to drive US Branding Efforts

Posted on May 17, 2019

New York, N.Y.—Innovation X Marketing, the global brand building specialists, announced today they have been selected by The Caviro Group, Italy’s largest wine cooperative, to develop and drive branding and marketing strategy for the launch of its portfolio in the US market.

Accounting for 10 percent of Italy’s annual production, Caviro represents 12,500 Italian wine growers from some of the country’s most highly regarded wine regions, including Friuli, Emilia Romagna, Tuscany, Marche, Piedmont, Abruzzo, Puglia and Sicily. Through its vast network of growers, Caviro has amassed a broad product portfolio ranging from private label wines, commercial volume brands and boutique premium wines.

“American consumers are adventurous when it comes to considering wine varietals and unexplored regions, and that is driving interest in and demand for Italian wine,” said Gian Paolo Gavioli, Sales and Marketing Director, The Caviro Group. “As we looked to the opportunity in the US market, we needed a partner who was uniquely in-tune with the American wine drinker and help us forge connections that would drive sales. We found that expertise in IXM.”

“The wine industry is undergoing dramatic change, and Caviro wines are certainly keeping pace with consumer expectations for quality,” said Bill Henderson, President & CEO, IXM. “At the same time the breadth of the Caviro portfolio enables them to respond to new trends and increased demand for varietals such as Rose.”

Founded in 2015 by Wine and Spirit Industry Veteran Bill Henderson, Innovation X Marketing launches brands and develops innovative route to market strategies for companies seeking to stand out in the cluttered US beverage alcohol space. Drawing on nearly three decades of experience, Henderson has designed and implemented the marketing strategies for award winning brands, such as Grey Goose Vodka, Casamigos Tequila, Jägermeister and Gekkeikan Sake. In 2018 Henderson was joined by Denise Raab, who brings more than a decade of experience in sales and marketing for new and existing brands, as well as extensive expertise in collaborating with Distributors.

About The Caviro Group
Created in 1966 in Faenza in the heart of Emilia-Romagna, The Caviro Group is the largest wine cooperative in Italy. Today, representing some 12,500 winegrowers in seven regions, Caviro is in fact the largest winery in Italy. With a commitment to sustainable growth and a drive for innovation balanced with a profound wine experience, the Caviro Group proudly represents some world’s most respected Italian brands, including Tavernello, Castellino, Tini, Terre Forti, Romio, Castelli Modernesi, Botte Buona, Brumale and Leonardo da Vinci.

About Innovation X Marketing
Based in New York City, Innovation X Marketing is a team of brand building specialists who have created, built, launched and marketed some of the world’s best-known brands in the wine & spirits industry. The combined experience of the principles – more than four decades – means that IXM can provide strategic direction to brands at any stage of their development, in any market, to any audience. Given the regulatory and marketing parallels between the wine & spirits and growing cannabis industries, IXM has recently expanded their client offerings to serve clients in the cannabis segment.


Copyright© 1994-2020 by Wine Communications Group. All Rights Reserved. Copyright protection extends to all written material, graphics, backgrounds and layouts. None of this material may be reproduced for any reason without written permission of the Publisher. Wine Business Insider, Wine Business Monthly, Grower & Cellar News and Wine Market News are all trademarks of Wine Communications Group and will be protected to the fullest extent of the law.