Capitalizing on the Growth of the Spritz and Low-ABV Preferences, Riunite Expands Its Reach Across a New Generation of Drinkers
NEW YORK, June 5, 2025 -- Riunite, the historic Italian wine brand and global leader in Lambrusco, announces a series of local tasting events across the U.S. in celebration of National Lambrusco Day on June 21, 2025. These events are part of a broader, nationwide campaign designed to honor the occasion and reintroduce Lambrusco to today's wine drinker, while maintaining Riunite's position as the global leader in the category.
"We're thrilled to bring people together over the standout pairing of Riunite Lambrusco and pizza" says Elena Lottici, Export Manager at Cantine Riunite. "With these activations, Riunite is cementing its role as the driving force behind National Lambrusco Day—making it a key moment for both the brand and the broader Lambrusco category. And what better way to celebrate National Lambrusco Day, honor Riunite's legacy, and showcase the lively, food-friendly character of the wine."
Italy's largest wine group—and currently the #1 selling Italian red value brand under $11 in the U.S.— is once again winning over a new generation of consumers by combining nostalgic appeal with a fresh, modern twist. After nearly three decades as one of the top 10 imported wines in the U.S., the brand is experiencing renewed momentum through a nationwide marketing campaign focused on the experience/occasion of pizza / pairing to introduce the brand and the larger Lambrusco category in an approachable and accessible way.
With an AI-powered pizza contest that has become a standout element of its efforts to engage a new generation of consumers, already attracting over 12,000 participants across the country, with winners set to receive a year's supply of pizza.
To reinforce its strong position in the category and celebrate National Lambrusco Day, Riunite has invested in a refreshed digital presence, including a new website, along with social media, influencer partnerships, strategic communications, and paid media initiatives. Additionally, events in partnership with Liquid Productions will be held in cities across the country, including NYC, Milwaukee, Nashville, Chicago, Dallas, and Tampa Bay.
Event Schedule:
- Milwaukee - June 8, 4-6 PM at Fixture Pizza
- Nashville - June 14, 2-5 PM at Coco's Italian Market
- Chicago - June 19, 6-8 PM at Barraco's
- Dallas - June 22, 11:30 AM-2 PM at Giro Trattoria & Pizza
- Tampa Bay - June 14, 12-3 PM at Lueken's Liquors
All events are open to the public and 21+. Availability may vary by location.
With a naturally low alcohol content (6–8% ABV across the portfolio), Riunite is perfectly aligned with today's consumer preferences. Building on Lambrusco's market dominance and the growing popularity of spritz cocktails—now a top 3 trending cocktail and among the top 2 most consumed in the U.S., according to the latest report by Ground Signal—Riunite recently introduced the Lambrusco Spritz: a refreshing blend of Lambrusco, sparkling wine, and a splash of lemon, served over ice and garnished with a vibrant lemon wheel. This modern twist reflects the brand's playful, easy-drinking spirit. And when paired with a slice of pizza? It's the ultimate expression of laid-back Italian indulgence.
To learn more about the contest or start your entry, visit: https://pizzacontest.riunite.com Post your favorite pizza and tag @Riunite for a chance to be featured on our social media and unlock special discounts—don't forget to use our campaign hashtags (#RiuniteOnIce #Riunite #RiuniteLambrusco #PizzaGiveaway #RiunitePizzaGiveaway)!
About Riunite
Riunite, established in 1950, is an Italian wine brand rooted in collaboration and excellence. Originating from a coalition of 9 co-op wineries in the Province of Reggio Emilia, Riunite has grown into a global leader in grape and wine production. With over 1,450 families of winegrowers, 8 cooperative winemaking centers, and 4,600 hectares of vineyards, Riunite processes 89,000 tons of grapes annually. Committed to sustainability and quality, Riunites portfolio represents a diverse range of varieties, including its renowned Lambrusco. Produced without added sugars, Riunities wines offer an approachable character and natural sweetness. In every bottle, Riunite invites you to savor the essence of Italian craftsmanship. To learn more about Riunite, visit: https://www.riunite.com/
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