It is the best-selling Italian wine in the world, exported to 46 countries, a marketing success that has never halted its rise and has been the favorite of families in Italy since 1983: Tavernello, the iconic brick wine and flagship brand of Cantine Caviro, Italy’s largest wine cooperative, is about to celebrate its first 40 years, and it is celebrating them with a new TV commercial.

To tell the story of the Tavernello phenomenon, it is necessary to start first of all with the numbers: each harvest, as many as 12,000 winegrowers, for a total of 36,000 hectares of vineyards, bring their grapes to the social reference wineries, guaranteeing that they belong to a traced and integrated supply chain.