Grapur adds sparkling to range of organic wines

Mack & Schühle Italia’s Grapur range of lower alcohol organic wines has expanded with a spumante brut that is ‘immediate, social and low-risk’, according to its CEO.

Grapur, the eco-conscious brand from Mack & Schühle Italia has released its third expression. Continuing its theme of organic, sustainably-produced, lower-alcohol Italian wines, the range now includes a sparkling.

Like the existing range, the Grapur sparkling expression is not made in any DOC, DOCG or IGT appellation, instead simply opting for the Vino d’Italia designation. In that, it reflects a modern consumer who is more concerned with the experience than the location on the label.

“Sparkling wines work because they don’t ask consumers to understand wine, they just ask them to enjoy it,” says Fedele Angelillo, CEO of Mack & Schühle Italia. “Bubbles are easy-going. In a world where people drink less and decide faster, sparkling wines are immediate, social and low‑risk. While still wines are still explaining themselves, sparkling wines are already being poured.”

The range is also capturing consumers by hitting two key trends. The lower alcohol – 9.5% in the new spumante – reflects customers’ desire to drink mindfully and moderate their intake of alcohol. The two previous wines both released at 9%, meaning all three sit below the standard range seen on the market.

The Grapur sparkling’s eco-credentials, meanwhile, speak to a generation of consumers who expect sustainability. The wine is organic, while the packaging uses recycled materials and a lightweight glass bottle to minimise its environmental impact. It prevents plastic waste from reaching delicate ecosystems by using plastic otherwise bound for the ocean.

Angelillo, however, cautions that, as more Italian producers choose green production methods, sustainability alone is not enough to attract customers. “Organic wine in Italy has reached its paradox: almost everyone produces it, but very few sell it because of it,” he says. “Organic is no longer a competitive advantage – it’s the entry ticket, often a given.

“The real difference is brand strength, stable quality and price credibility,” Angelillo comments. “Sustainability without a strong value proposition is often just a cost.”

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