Raffinato means REFINED in Italian. An adjective that defines the process with which the wines are produced and also how they’ll taste during consumption.
For this wine brand, the target audience will be both male and female between the ages of 29 - 54. Typically drinking wine at least once a week. They are not entry level wine drinkers and have been building up their wine knowledge and taste preference for at least 2 - 5 years. They typically make between $50K - $90K a year and can afford to splurge on more expensive wines but prefer the more casual approach of lower end wines with good flavor and alcohol content. They like to have a glass of wine to wind down after a long day at work or socially drink with friends and family in restaurants and local gatherings.