According to Francesco Zonin, vice president of Zonin S.p.A, “wine is all about love” and a famous quote from Shakespeare’s tragedy (“a rose by any other name...”) on the labels further emphasizes that these are wines to fall in love with. Primo Amore wines are made near Verona, Italy, home of the real-life couple who inspired Shakespeare’s Romeo and Juliet. In keeping with the romantic theme, two of the wines – a white and a red – are named for that famous pair of “star-crossed” lovers. Primo Amore Romeo (red) and Primo Amore Juliet (white) are lively, effervescent, light and slightly off-dry wines that will seduce any palate. Primo Amore Pinot Grigio (from the Veneto) and Sangiovese-Merlot blend (from Sicily) are dryer, food-friendly wines that are an excellent value and worthy companions to fine dining. Distinctive labels, featuring the image of a rose, in different colors for each of the wines, make Primo Amore wines instantly recognizable. The wines are closed with screwcaps rather than corks, another contemporary and user-friendly detail.

Zonin also sees the brand as an invitation to fall in love with Italian wine. Easy to read labels, colorful packaging and affordable pricing ($6.99 - $7.99) make Primo Amore perfect for those who are just getting to know wine or who are discouraged by complicated or pretentious labels. “It wasn’t very long ago that choosing an Italian wine was just a matter of red or white,” says Zonin. “It’s not so simple anymore. Primo Amore is an excellent introduction for anyone who wants excellent wine with true Italian character at an everyday price, and who may not care about what makes wines from Piedmont different from wines from Puglia.”