Riunite

Nine wine producers from the Italian region of Emilia-Romagna came together in 1950 as the collective Cantine Cooperative Riunite. Their interest was in exchanging ideas and resources to better all of their respective wine products as well as the producers' fortunes. The cooperative found success in the American export market in 1967[1] with an amabile-style Lambrusco wine suited to American tastes of the time.

In 1973 the Riunite brand was the top seller in the U.S. among wine imports, largely due to catchy advertising that made the wine a household name. Sales peaked in 1985 at 11.5 million cases, a record which still stands as of 2012.[1]

Riunite has settled into a quieter profile in recent years. However, while the wine has seen a 2001 floor of 1.77 million cases and the ads are no longer the fixture they once were on American television, it has seen a resurgence. In 2006, the look of the bottle and label was redesigned. And in August 2009, VB Imports began a "Reinvent Riunite" campaign which urged people to create commercials based around the famous campaigns of their heyday.

In 2012, an advertising campaign directed at younger women and linked to the introduction of two new varieties based on increased popularity of sweeter varietals, Riunite Sweet Red and Riunite Sweet White,[1] was designed by Modea, a small award-winning advertising agency that specializes in digital campaigns.[2] The slogan, "Just Chill" headlines the campaign which features a website designed to appeal to young women.[3]

In 2015 Riunite redesigned their label, and created all new advertising and website. They also won gold medals in the 2015 San Diego International Wine Competition and the Winemaker Challenge[4]

http://www.mediapost.com/publications/article/247518/riunite-wants-to-stop-being-a-bestseller-that-mill.html

• Promotional website for Riunite Sweet