Why Novellino considers the pandemic as an important chapter in its 25-year history

Local wine manufacturer Novellino is marking the year with the celebration of its silver anniversary. The company’s Founder and CEO Vicente ‘Nonoy’ Quimbo could not help but be more nostalgic during the grand 25th year celebrations at its 1.3-hectare wine-making facility in Canlubang, Laguna last October17.

Without a doubt, the Novellino Wines’ biggest milestone was when it inaugurated its current manufacturing plant in 2012. From a small-scale wine-making business that started in a 300-square meter space in Valenzuela City, the company now operates the biggest wine-producing facility in Southeast Asia, equipped with top-of-the-line European-made machines that could manufacture up to 30,000 liters of wine per batch.  

But in its history, Novellino could cite the challenges of the pandemic as among its sweetest spots for surprising reasons. At a time when almost all businesses were at their lowest, Novellino Wines found a great opportunity out of the crisis.

“When the liquor ban was implemented during the pandemic, we came with a strategy to develop and produce alcohol-free wine. And that wine is now among our best sellers in the country,” Quimbo shared. 

That successful business strategy was still aligned with the basic principle the company has adopted through the years. Novellino Wines President and General Manager Chris Quimbo said that long before the pandemic, the company had already commissioned an independent market study to understand Filipinos’ drinking behavior. 

“We found out that Filipinos drink wine for a different reason compared to why they drink beer or liquor. The feeling of getting intoxicated is such a low consideration for wine purchase. The main reason they buy wine is because they love the sweet taste of the product and they want to celebrate with it for special occasions,” the younger Quimbo said.

“Even during the pandemic, they still wanted to celebrate and they still wanted something that is delicious. So, it made total sense for us to present the beautiful product with no alcohol in the form of grape juice—100 percent grape juice, no sugar added. It is a natural product, the pure grape juice that is used for making wine,” he added. 

Manufacturing alcohol-free wine also brought about another business benefit for the company. Wine or any beverage with alcohol has a very high excise tax—₱60 per liter. Without that mandatory cost, Novellino found a logical way to make wines that are more affordable, aligned with its mission to convert Filipinos into wine drinkers. To date, two out of Novellino’s 17 wines are alcohol-free.  

“Thus, Novellino remains stronger than ever as we turn 25. We continue to take pride in the workmanship and craftsmanship involved behind every Novellino bottle,” Nonoy Quimbo said. 

ADVT. 

This article is brought to you by Novellino.

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