Nine wine producers from the Italian region of Emilia-Romagna came together in 1950 as the collective Cantine Cooperative Riunite. Their interest was in exchanging ideas and resources to better all of their respective wine products as well as the producers' fortunes. The cooperative found success in the American export market in 1967 with an amabile-style Lambrusco wine suited to American tastes of the time.
The year 1973 found the Riunite brand the top seller in the U.S. among wine imports, due in no small part to catchy advertising that made the wine a household name. These ever increasing sales numbers came to a peak in 1985 of 11.5 million cases, a record which still stands as of 2012