VINOMIO.

A new retail brand.

FW 2011

“I love wines, I just hate long wine lists...…I get intimidated.”

M/W 25-35 across Europe

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

mission statement

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

VINOMIO iD

Its logo being a goblet…

…in which wine is blood...

...with an affective name...

...authentically Made in Italy.

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.

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.

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 DOCBarbera DOC Refosco IGT

White Pigato DOC Ribolla gialla IGT Prosecco DOC Pinot grigio DOCCollio DOC Pinot bianco IGT

VINOMIO in regular and magnum bottles.

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.

Amsterdam 1920sIn this location at Keizersgracht 465, the first

brown-cafè in the city center to offer wines to its customers.

Amsterdam 2009Located at Keizersgracht 465, the first real

italian food & wine bar, with own-label wines.

Torino 2011located in via Spoleto 9, the first Italian

VINOMIO to offer its wines in the motherland of food and wine.

VINOMIO brand imagery is positioned as the ‘Made in Italy’ label, with a new approach to the

food and wine sector...

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

...for a simplified approach to wines.

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 partnerac@mcwine.eu+31 6 55568852