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Published:  23 July, 2008

Italian specialist Enotria Winecellars has launched a 250,000 national press advertising campaign to supports its Inycon brand. Titled Inycon - the New Italian Icon', the campaign is running for six weeks and has an estimated reach of more than 5.5 million people. The campaign is part of Enotria's ongoing support for Inycon, a joint-venture between Enotria and Cantine Settesoli. At the London International Wine & Spirits Fair the pair will be unveiling two new Inycon wines, a varietal Grecanico and a Cabernet Sauvignon Ros. Mark Kermode, Enotria's off-trade sales director, said: We feel the Inycon Grecanico is ready to compete as a single-varietal. Ros is experiencing a resurgence in the market, particularly among 25-35-year-old females, where research has indicated that Inycon has a foothold.'