Visit to CAVIRO
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On 14th October 2009 I visited one of the biggest group of cooperative wineries and their packaging unit in Faenza, Italy.
Below I have described my visit and experience at CAVIRO.
Caviro was established in 1966. It is based in Faenza, Italy. It consists of 36 cellars grouping about 18000 growers with 39200 hectares of vineyards across 6 different region of wine production of Italy.
This co-operative owns five plants and employees about 450 people. The last year sales volume was about 184 million litres with annual turnover of280 million euros. It is Italy’s biggest turnover company in wine sector.
They have almost 100 percent distribution of their main brand across the country. They are the leader in their domestic market. They produce from basic wines to premium wines with various range of packaging in all different market segments. They have their wines packed in glass bottle, Tetra pack, bag in box. It is one of leading company to do advertisements of their product in Italian market.
These are some most important principles of the company and their strategy for the domestic market.
Leadership: the most important Italian company in domestic market of wine.
Sourcing: the widest social basis, with 18000 growers.
Quality as a key factor: Due to team work of wine makers they produce most representative Italian wines with international taste.
Ratio quality price: they supply good wines at affordable prices both for daily and premium segment.
Broad section: covering many price segments and different packaging like glass bottle, tetra pact bag in box and etc.
Flexibility: able to offer establish their own brands and customized labels exclusive or private.
Certifications: ISO 9001 2000, IFS , BRC, ISO 14001: 2004
This company is flexible and capable to deal with big consignments for big super market chains like Conad in their private labels. This company not only produce private labels for Italian supermarkets but also for big supermarket chains in UK. They market their products in HORECA through different agents.
CAVIRO ranks 10th in top ten marketers of wine worldwide. Tavernello is their most famous brand all over the world. Tavernello is present in all leading market of Europe, USA, Japan, Russia, China and African countries.
This company has installed energy making plant from the waste product of wine industry. They have two different ways of production of electricity depending upon the use of different waste materials produce during wine production. In the first method they use marc; dried seeds of grapes produce during wine production as a waste products. These products are burnt for production of steam which runs a high speed engine to produce electricity. In second method they use liquid waste from winery for further fermentation for production of biogas which is used as fuel for engine.
The production of this energy is sufficient for their personal consumption of energy and apart of this they sell the access produced energy.
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