Cavit Wines Returns to Original 1970s Price for 50-Year Milestone

Consumers Can Enjoy Cavit Pinot Grigio at Its Original $6.99 Price via National Rebate, Concluding on Pinot Grigio Day

To mark 50 years of bringing Pinot Grigio to American tables, Cavit Wines is turning back time. For one week only, from May 10 through May 17, 2026, consumers can enjoy Cavit Pinot Grigio at its original 1970s price of $6.99 through a national rebate program.

This celebratory campaign honors the wine that helped define an entire category in the US and is part of Cavit Wines’ “50 Years of Cavit” platform, marking the brand’s multi-year celebration of its heritage. This year’s focus highlights 50 years since the first vintage of Cavit Pinot Grigio was bound for the United States in 1976, a milestone that helped introduce and define the category for American consumers. First introduced nationally in 1977, Cavit Pinot Grigio quickly became synonymous with approachable, quality Italian white wine, setting the standard for generations to come.

“As America’s original Pinot Grigio, Cavit has played a pivotal role in shaping how consumers experience Italian white wine,” said Marc D. Taub, President and CEO of Palm Bay International, Cavit’s US importer since the brand’s introduction. “This anniversary offer is both a celebration of our heritage and a thank you to the loyal fans who have made Cavit a household name for nearly five decades.”

Today, Cavit — short for Cantina Viticoltori Trentino — remains the #1 Italian Pinot Grigio in the US, continuing its legacy of consistency, quality, and everyday enjoyment. Behind every bottle is a collective of more than 5,000 family growers in the foothills of northern Italy. With deep roots in the Trentino region, these growers have cultivated their vineyards for generations, ensuring each bottle reflects authentic Italian craftsmanship.

Cavit Pinot Grigio offers a crisp, refreshing profile suited to a range of occasions, with the promotion culminating on National Pinot Grigio Day, May 17.

Consumers nationwide can participate in the limited-time rebate promotion by purchasing Cavit Pinot Grigio at participating retailers and submitting proof of purchase during the promotional period.

For more information, visit palmbayrebates.com/pgday.