Tavernello is one of the world’s top selling wines: every Italian knows it and (secretly) buys it.

TAVERNELLO

"NON È BELLO CIÒ CHE È BELLO"
INTEGRATED CAMPAIGN

WINTER ‘26

THE CHALLENGE

After years of glossy, unauthentic communication to reassure consumers about quality, Tavernello felt a bit detached from its target audience. We knew they needed to go back to the roots of their brand, with a more lighthearted and fun approach.

THE IDEA

Wine shouldn’t become a highbrow, elitist prerogative. Wine is about being together, having fun and taking life a bit less seriously. So we stripped Tavernello of all its solemn claims about quality and tried to convey the same message in a more realistic and entertaining way: using one of the best entertainers around. 



ITALIAN GRAPES

NINO: Tavernello for everyone! Here you go, and you, and... you're underage.


GUEST: I'm forty...


WINE ENTHUSIAST: Is this Tavernello any good? Sapidity? Tannins?


NINO: Do you speak Italian? This is a wine for someone who wants to drink some wine.

It's all made of Italian grapes... This is from the north of Pescara.

It's perfect with the first course, but also the second, the third, the sixth!

You know how they say: "Non è bello ciò che è bello, ma che bello Tavernello!"

TAVERNELLA 2000

FAIR PLAY

INTERVIEW

PODCAST