Riunite has been a global leader in Lambrusco since Neil Armstrong landed on the moon. In the decades since, the brand became—and remains—America’s top-selling Italian red wine under $11, thanks to Riunite’s devotion to quality, and extolling the virtues of naturally low-alcohol, frizzante wines. This year, the Italian stalwart introduces chic new labels and its signature Riunite Lambrusco Spritz, revitalizing the classic brand to connect with a new generation of Lambrusco lovers.
Currently, Lambrusco is the third best-selling Italian red wine variety in the United States, and second in volume of cases sold nationally. Though its roots are ancient, Riunite Lambrusco’s refreshing fizz, zero added sugars, and 8% ABV make it appealing to modern consumers seeking fresh, easy-to-enjoy, and lower-alcohol wines.
Founded in post-war Italy in 1950, Riunite—which literally translates to ‘reunited’—brought together nine local wine cooperatives in Emilia Romagna, giving over 1,400 local farmers the purchasing power and marketing clout to put Lambrusco, long a regional speciality, onto the world stage. Today, Riunite remains the global leader in Lambrusco and continues to build on its collaborative foundation: The brand still relies on hundreds of small farmers to source their grapes, which are processed across eight local, cooperative wineries.
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This year, Riunite unveiled eye-catching new labels featuring bold colors and sketches of the Emilia Romagna landscape, highlighting the wines’ connection to their agrarian origins. Each label utilizes a unique color and includes the grape variety, making it simple for consumers to choose their preferred wine. With sleek, premium design elements, including an “R” embossed into the glass, Riunite’s refreshed look pays homage to the brand’s history while appealing to modern wine drinkers.
Similarly, the introduction of the Riunite Lambrusco Spritz confirms Riunite’s connection to current drinking trends and the inherent versatility of lightly sparkling Lambrusco. Made with Riunite Lambrusco, sparkling wine, and lemonade or a squeeze of lemon, the drink offers a vibrant twist on the current spritz craze. Simple and visually appealing, it resonates with contemporary consumers seeking a delicious cocktail that’s photo-ready yet easy to make. The drink likewise embodies how lower-alcohol, wine-based cocktails are ideal for myriad occasions and settings.
Grounded in ancient traditions yet looking forward, Riunite is poised to continue leading the way for the Lambrusco category and for the next generation of drinkers.
