VINOMIO is a new retail brand centered around Italian wines. It was created in 2008 to offer Italian wines of quality at medium prices without intimidating consumers with long wine lists. VINOMIO offers four categories of Italian wines across reds and whites at different price points. It also operates VINOMIO real Italian food & wine bars that serve own-label wines along with Italian cuisine. The brand aims to provide an authentic Italian experience for its target of women aged 25-35 across a simplified approach to food and wine.

1. VINOMIO.
A new retail brand.
FW 2011

2. “I love wines, I just hate long wine lists...
…I get intimidated.”
M/W 25-35 across Europe

3. Created in 2008 by mcWine BV in Amsterdam to experiment a new horeca
retail formula centered on Italian wines, VINOMIO is a new brand built on
a double essence:
7.VINOMIO ‘Italian Blood’ – a new label of a wine range
9.VINOMIO ‘real Italian food & wine bar’ – a new retail horeca formula

4. mission statement
VINOMIO is the answer to consumer needs for wines of Italian quality at
medium prices, without complications.

5. VINOMIO iD
Its logo being a goblet…
…in which wine is blood...
...with an affective name...
...authentically Made in Italy.

6. VINOMIO sangue italiano
VINOMIO is a line of various wine typologies from different Italian regions ,
split in 4 product and price categories, all above average for drinkability
and digestibility.
Key consumer benefit:
All VINOMIO categories offer to the consumer an above-average pre and
post tasting experience.
Key emotional benefit:
Conceived for a women’s target, VINOMIO is the Made in Italy wine, for
an all-round Italian experience.

7. Clear backlabels guide
the consumer to the
heart of the producing
terroirs.
Front color-coded
labels support the
consumer in an easy
and immediate
segmentation.

8. A choice between 4 categories and multiple references, with seasonal new
entries every year.
Super Premio Vivace Regolare
Red Nebbiolo DOC Dolcetto DOC Raboso IGT Sangiovese DOC
Barbera DOC Refosco IGT
White Pigato DOC Ribolla gialla IGT Prosecco DOC Pinot grigio DOC
Collio DOC Pinot bianco IGT

9. VINOMIO in regular and magnum bottles.

10. VINOMIO real Italian food & wine bar
VINOMIO is a new-generation food & wine bar, conceived for a young
target, which offers a simplified, quality menu at a medium price.
Key consumer benefit:
Calibrated on public’s needs, VINOMIO is a retail experience which
combines own-label wines with a food mix of Italian regional tradition
pasta, home-made oven products and Italia DOP products.
Key emotional benefit:
A real Italian experience.

12. Amsterdam 1920s
In this location at Keizersgracht 465, the first
brown-cafè in the city center to offer wines to
its customers.

13. Amsterdam 2009
Located at Keizersgracht 465, the first real
italian food & wine bar, with own-label wines.

14. Torino 2011
located in via Spoleto 9, the first Italian
VINOMIO to offer its wines in the motherland of
food and wine.

15. VINOMIO brand imagery is positioned as the
‘Made in Italy’ label, with a new approach to the
food and wine sector...

16. …targeted to a female and young public, with
a new twist of Italian taste and gusto…

17. ...for a simplified approach to wines.

18. VINOMIO® is a registered trademark of mcWine BV, a private
limited Dutch company, established in Amsterdam, to develop the
real Italian retail experience.
For more information, please contact
Andrea Carbonara – managing partner
ac@mcwine.eu
+31 6 55568852