Wine & Spirits

Bazzini Looks to One-Liter Bottles And Traditional Labels for Intrigue

Posted: May 6, 2014 by
Ron Romanik

The Bazzini Wine Merchants' original idea was to bottle everyday table wines for the U.S. produced in the region of Lombardia, Italy, where the extended family is from. The owners knew it would be a challenge since the traditional varietals there are new to the American consumer.

In the early 1900s, brothers Carlo and Ernesto Bazzini cultivated their first "vigneti" on the picturesque slopes of the Oltrepo Pavese in the region of Lombardia, Italy. Bazzini wines were initially sold in "damigiane" 50-liter jugs and transported 20 miles by horse and carriage to the nearby city of Pavia where the locals appreciated the simplicity of these family-style wines. Nearly a century later, their legacy continues and Ernesto's grandson, Paul, imports these same varietals from the towns of Canneto Pavese and Rovescala.

Through interviews with retailers, Bazzini discovered that the one-liter bottle was an unexplored sector. So early on in their package design development, they committed to the larger size bottle. The also felt that the 1915 family photograph on the Barbera variety was perfect for that label. It is both retro and yet traditional, with a quirky, gangster feel, and family-member Guglielmo Bazzini appears in the photo at the far left. The winery has received great response from wine-lovers who now recognize the label immediately.

Since 2006, Bazzini has sold over 250,000 bottles of one-liter bottles nationally, and have expanded the line to over a half-dozen varieties. The Il Torchio Rosso Supremo variety features a swing cap inspired from the bottles in the 1915 photograph on the Bazzini label. The vintage photograph clearly depicts the men enjoying wine from these swing cap bottles. A hangtag gives additional information regarding the wine as well as encourages the consumer to reuse the empties and "be creative."