Diamond Estates Wines & Spirits Ltd.

Diamond Estates Wines & Spirits Ltd.

April 10, 2007 10:30 ET

Italy's Largest Winery, Caviro, to Launch Stylish New Wine Brand, Vinissimo, in Ontario

Caviro recognized globally for innovation in quality wines - first in the world to produce wines in Tetra-style packaging over 20 years ago Diamond Estates Wines & Spirits Ltd. to handle marketing and sales of Vinissimo in Ontario

TORONTO, ONTARIO--(CCNMatthews - April 10, 2007) - Italy's largest wine producer, Caviro, will introduce Vinissimo, a stylish new wine in Tetra Prisma® packaging, to the Ontario marketplace in April, announced Elisabeth Muir, National Marketing Manager - Wines, Diamond Estates Wines & Spirits Ltd.

Vinissimo will offer two red wines in one-litre Tetra Prisma® Paks, a 2005 Sangiovese and a 2005 Primitivo. Both will retail at a suggested price of $12.95 plus deposit at LCBO stores across the province.

"By launching Vinissimo in Ontario, Caviro is investing in our wine marketplace as a thriving hot spot for lifestyle-driven quality wines in convenience packaging," said Muir.

Diamond Estates Wines & Spirits, the award-wining Toronto-based sales and marketing agency, will be responsible for the brand in Ontario.

Vinissimo Sangiovese is produced in the hills of central Italy on the border between Tuscany and Romagna. Sangiovese is considered Italy's most important and widely planted grape variety and is known for producing some of the most celebrated Italian red wines. Vinissimo Sangiovese is a well-balanced, fresh-tasting red that is full of berry flavours. It pairs well with meat dishes, and of course with Italian food.

Vinissimo Primitivo, the other varietal landing on LCBO shelves, is produced in the Salento area of Puglia, where the hot, dry climate makes for full-bodied reds with bold flavours. Vinissimo Primitivo is rich and velvety, with prominent cherry notes. It is an excellent partner to roasted or grilled meats, ripe cheeses and pasta Bolognese.

Caviro is a cooperative with over 20,000 members working some 44,600 hectares of vineyards, and is Italy's largest producer of wine. It was the first wine company in the world to introduce wines in alternative packaging such as Tetra Paks, over 20 years ago. Caviro's strong points are quality control, innovation and research. The company works closely with individual growers throughout Italy to source premium grapes and craft premium bottled table wines alongside quality wines in alternative packaging.

Caviro has had extraordinary success as a forerunner in brand building, having focused on investing in new, non-traditional wine brands since the 1980s.

"Vinissimo wines have great taste, appeal and versatility, and they reflect a very modern sense of Italian style. This is a brand that offers Italian wine at a very accessible price point. An added benefit is the convenient, environmentally friendly packaging," said Muir.

Along with Vinissimo, Diamond Estates Wines & Spirits Ltd. serves as the sales and marketing agency for domestic wines from Lakeview Cellars, EastDell Estates, Birchwood Estate and Thomas & Vaughan as well as compelling international wine and spirits brands from premium regions around the world.

For more information, please visit the company's website at www.diamondwines.com. Further information on Vinissimo can be found at www.vinissimo.ca.

To access images of Vinissimo, please visit the links below.

http://www.ccnmatthews.com/docs/red1.jpg

http://www.ccnmatthews.com/docs/blue1.jpg

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