Social media and digital strategies for Cantine Riunite & CIV brands

The collaboration between JacLeRoi and Cantine Riunite & CIV continues for the digital development of the Ottocentonero and Vini Righi brands


JacLeRoi, the food and wine communication agency, has been working alongside Cantine Riunite & CIV for years in the development of digital and social strategies for its brands (Cantine Maschio, Maschio dei Cavalieri, Albinea Canali, Vini Righi).

The JacLeRoi’s team is made of sommeliers and wine experts to ensure that communication strategies and content creation are guided not only by the most important marketing levers but also by the product study and its organoleptic characteristics with a scientific and professional approach.


Revealing the characteristics of a wine through the screen of a smartphone or a PC is not easy, you need to find the winning storytelling to excite and intrigue the user by making the brand noticed among the impulses to which we are exposed every day by the media.

Ottocentonero and Vini Righi from Cantine Riunite & Civ are two brands mainly from Lambrusco and Pignoletto grapes, therefore very rooted in the Emilia-Romagna region. Despite the similar typology and the regional link, the two brands do not have similar characters, quite the opposite.


Vini Righi is a traditional wine, on the tables of the Emilian people from many years. It recalls domestic consumption, within the walls of the house with those we love, during a rustic picnic, and paired with traditional dishes. Its digital strategy, in fact, is developed on the positive philosophy of slow living

The claim of the digital strategy, “natural living“, is a synthesis of what the brand wants to convey: the beauty of enjoying a good glass of wine. The photographic mood recalls the natural world with soft shades and scenes of precious daily life, the mini videos tell about comfortable and made in Emilia food pairing. Brand consistency is visible and can be felt in the Instagram feed that speaks to the consumer and encourages him to find out more.

On the other hand, although Ottocentonero is a Lambrusco brand, it is very far from the communication previously described, starting from its distribution. The product, in fact, is available in restaurants and wine bars and has a different target.

The atmosphere that the brand wants to convey through the social strategy is party and celebration, the mood is elegant and fashionable. The social posts have a contemporary and trendy style, the typical consumers are young and elegant, they love night life and fun. An important note is given by the two-color profile that distinguishes the key products of the brand: Ottocentonero and Ottocentorosa. The food pairing proposed in the posts is gourmet and refined, with haute cuisine recipes to once again recall the presence of the product in high level restaurants.


The social strategy and its editorial plan are enhanced by Digital PR actions and events where the wine becomes the protagonist. The brand sponsored the Turin Burlesque Festival, the Barezzi music festival, took part in the Gambero Rosso Drink Pink events and it was the protagonist of a Digital PR and mixology activity with wine influencers during the last edition of Vinitaly.

Thanks to an accurate social and digital strategy, both brands have found positive results in terms of engagement and brand awareness.