Riunite is leveraging National Lambrusco Day on June 21 to strengthen its position as the leading Lambrusco brand through a multifaceted marketing campaign that targets modern wine drinkers. As the top-selling Italian red value wine under $11 in the U.S., Riunite is blending nostalgia with contemporary appeal through digital engagement strategies, including an AI-powered pizza contest that has already drawn over 12,000 participants vying for a year’s supply of pizza.

The initiative also includes public tasting events in major U.S. cities. Throughout these experiences, consumers can expect tasteful pairings of the semi-sparkling red wine with pizza, ultimately highlighting the Lambrusco’s food-friendly character. To further spotlight versatility, Riunite has introduced a Lambrusco Spritz cocktail variation, which capitalizes on the growing popularity of low-ABV sparkling drinks, while emphasizing the wine’s natural 6-8% alcohol content.

Image Credit: Riunite