Life’s too short to be grey! Belorante brings colour to the table and flavour to your glass

Belorante the new Italian wine brand is bringing ‘La vita Belorante’ with its vibrant and colourful portfolio of wines

Say ‘ciao’ to the new bird on the block. Treasury Wine Estates’ new Italian wine brand Belorante brings colour to your table and flavour to your glass with its vibrant portfolio of wines and a bold eye-catching brand identity. ‘La Vita Belorante’ champions a life of colour, beauty and bold self-expression. 

With its vibrant design and distinctive peacock emblem named ‘Massimo,’ the Italian brand brings colour to the table and flavour to your glass. Proudly rooted in Italian heritage, Belorante responds to a growing demand in the UK, with Italian wine being the second largest category in wine in the UK grocery market. Yet still very much led by tradition, Belorante saw an opportunity to reinvent Italian wine through a bold, modern approach that embodies the true spirit of the Italian lifestyle.

Amy Fisher, Senior Brand Manager at Belorante said: “We’re thrilled to be launching Belorante into the UK. Inspired by the effortless style, attitude and vivaciousness of the Italian way. Belorante is all about bringing colour to your table and flavour to your glass, Italian style. 

When it comes to choosing wine, we often play it safe and stick with what we know - but wine doesn’t have to be complicated. We want Belorante to be part of every fun and joyous occasion. 

Belorante is a bold, modern reinvention of Italian wine, bringing colour, freshness and modernity into the Italian wine aisle, inviting consumers to stray away from the neutral and be more ‘peacock’.”

Available now at Sainsbury’s:

• Belorante Grillo Italia, 2023, 12.5% ABV, RRP £9.00 Bursting with Sicilian delights like juicy medlar, prickly pear, and zesty grapefruit, with just a hint of basil for flair. 

• Montepulciano D’Abruzzo DOC, 2022, 13% ABV, RRP £9.00 A medium-bodied wine with aromas of red berries with a dash of peppery spice. 

Available now at Asda:

• Belorante Pecorino, 2023, 13% ABV, RRP £10.00 A floral aroma with a dash of thyme and sage -crisp, fresh, and savoury, finishing with a sweet, fruity hint.

• Belorante 2022 Italia Primitivo, 13.5% ABV, RRP £10.00 Medium-bodied with smooth tannins, this wine finishes with a fruity, spicy kick!

Available now at Morrisons:

• Belorante 2022 Italia Primitivo, 13.5% ABV, RRP £10.00 Medium-bodied with smooth tannins, this wine finishes with a fruity, spicy kick!