After 91 years, a family winery aims to make a national splash

Giovanni Patritti started making wine in the Adelaide suburbs 91 years ago. Today, Patritti Wines marked its official launch into the contemporary Australian market. 

Patritti unveiled a range of six wines under the Merchant Series label with premium wines from McLaren Vale and the Adelaide Hills, new label designs, screw caps and a $24 price point at the Commercial Drinks trade event in Sydney. 

The PR blurb says that: "Inspired by the adventurous spirit of Patritti’s founder, Giovanni Patritti, the labels feature photographs and stories depicting the family's 91-year history."

Those labels feature old family photos, including one of Giovanni with former world heavyweight boxing champion Primo Carnera, who became a long-time family friend. 

Giovanni Patritti migrating to Australia from Piedmont in Italy in 1925. He believed he was on his way to America to meet his sister. Instead,  he landed at Port Adelaide

Without a word of English, he quickly started supplying European-style table wines to other ‘new Australians’.He soon became known as John and established his own small winery in the Adelaide suburb of Dover Gardens. 

Today, Patritti is the last remaining 100% family-owned suburban winery in Adelaide. The family also owns two vineyards in McLaren Vale and crafts its most exclusive red wines from these vines.

The Merchant Series wines are aimed at engagement with millennial wine drinkers who, the company says, seek authenticity and credibility from brands.

Patritti’s Merchant Series has launched with a range of six wines; Pinot Grigio, Sauvignon Blanc and Chardonnay from the Adelaide Hills, and GSM, Shiraz and Cabernet Sauvignon from McLaren Vale, all retailing for $24 per bottle.

Look out for extensive consumer advertising across print, social and digital channels. For more details on the family see https://patritti.com.au