Cavit's Popular Pinot Grigio Just Went Back to 1970s Prices-but Not for Long
Cavit is giving fans a reason to cheer with a limited-time deal on select wines-and we're spilling all the refreshing details.
In honor of the popular Italian winemaker's 50th anniversary, and just in time to celebrate National Pinot Grigio Day, Cavit is offering a throwback deal that discounts its Pinot Grigio to that of its original 1970s price after rebate.
"Bringing Cavit Pinot Grigio back to its original 1970s price is a meaningful way for us to celebrate this milestone with consumers," the brand told Parade via email. "This promotion gives both longtime fans and new consumers an opportunity to engage with the brand in a way that feels nostalgic, accessible and timely."
Cavit Celebrates 50th Anniversary With 1970s Pinto Grigio Prices
If you're new to Cavit, it's actually short for Cantina Viticoltori Trentino (a wine cooperative made up of 11 wineries and over 5,000 family growers in Trentino, located in the foothills of Northern Italy). The brand debuted in 1976 and was introduced nationally by 1977. Fast forward nearly 50 years, the company says its products "remains the #1 Italian Pinot Grigio in the US."
"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," Marc D. Taub, president and CEO of Palm Bay International (Cavit's US importer since the brand's introduction), added in a statement, noting that as "America's original Pinot Grigio, Cavit has played a pivotal role in shaping how consumers experience Italian white wine."
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The company also produces several other varietals as part of its Cavit Collection (which we're told has plans to grow next year) such as Merlot, Moscato, Prosecco and Riesling, but this special rebate-which brings the price of a bottle down to $6.99-is only valid on its approachable, "crisp, refreshing" Pinot Grigio.
How to Score the Limited-Time Rebate
Consumers in most U.S. states (excluding Hawaii, Indiana, North Carolina, Texas and Utah) can participate in the limited-time rebate promotion and save up to $4 by purchasing Cavit Pinot Grigio at participating retailers and then submitting proof of purchase (a photo of your receipt) by scanning the QR code on its website or texting PINOT GRIGIO DAY to 37293 during the promotional period, which begins on Sunday, May 10 and runs through Sunday, May 17.
Qualifying customers will then receive their rebate via check, PayPal, or Venmo within 48 hours of their submission. Customers are only allowed to submit one receipt per submission, receipts must have brand names itemized, and the store name and date/time of purchase must be visible. For more information and official rebate rules, visit the Palm Bay website.
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This story was originally published May 8, 2026 at 8:01 AM.