The own brand is called L’Evento and features still and sparkling wines.
The range includes a Prosecco DOC, a Rosé Spumante, a Pinot Grigio, Pinot Grigio Blush and a Montepulciano D’Abruzzo.
Still wines have been sourced from the producer Botter, based near Venice, and will be available in 75cl and 187ml measures.
Sparkling wines have been sourced from Massotina and will be available in 75cl and 200ml sizes.
It has also expanded its premium wine offer by adding 50 high-quality wines from suppliers Enotria and Halewood.
Two drinks, a Sea Change Merlot and Sauvignon Blanc, are packaged in lightweight bottles to minimise transport impact and raw material usage.
A donation of 20p from every bottle sale will be made to two environmental charities, Plastic Oceans UK and Sea-Changers.
Star Pubs & Bars wine category buyer Roberta Neave said: “We’re thrilled to be working with our chosen Italian wine partners and, by going directly, we have been able to improve the quality of our offer, while becoming competitive on price point.
“Italy is the obvious place to kick off our direct buying strategy, given the UK consumer’s strong loyalty to Pinot Grigio and, more recently, Prosecco.
“We’re also delighted to be introducing Sea Change ethical wines, which are good news for licensees’ sustainability credentials, as well as for the planet.
“Customers are becoming increasingly conscious of the impact of the products they consume, so it is important that pubs are seen to be taking these concerns on board and have a sustainable option on their menus.”
The pubco has also made improvements to the wine support provided to licensees, including on-trade specific wine training and wine menu-building software.
A new digital tool means operators can create wine lists unique to their pub, with factors like location and customer profiles taking into account.