Banfi Extends La Pettegola Line With Tuscan Rosé at $19.99 Nationwide
Banfi adds a Sangiovese-Merlot Rosé Toscana IGT to its La Pettegola range, rolling out across US retail at $19.99 per 750ml. The launch targets the approachable Tuscan everyday-occasion segment, deepening Banfi's premium-but-accessible shelf presence as rosé continues to hold category momentum.
What happened
Banfi launches La Pettegola Rosé Toscana IGT, a Sangiovese-Merlot blend, expanding its La Pettegola line. Available nationwide in the US at $19.99 per 750-ml
Key facts
- $19.99
- 750-ml
Why this matters
Banfi leaning into label extensions rather than M&A signals organic-growth bias, but the move also raises the strategic value of any sub-$20 Provençal or Italian rosé tuck-ins that could plug into existing distribution.