Monday, March 21, 2011

VinItaly & Noble Wines

VinItaly starts in a couple of weeks and I am starting to get some press releases from them on occasion. The most recent one speaks to what I have been preaching for a long time, promoting the culture and noble qualities of wine and the benefits of small producers and their connection to those two important concepts. A small excerpt is below from the release.

How can the Italians be encouraged to drink wine again?” Boscaini asks the question but also
provides the answer: "We need a communication policy that explains the naturalness and benefits of
wine as a noble product of our most ancient traditions."

Giuliano Dell’Orto suggests a few, highly effective rules that are especially valid for the
small companies representing the backbone of Italian production that cannot implement major
investments despite playing an important role in promoting the excellence and wealth of the
extraordinary, broad and high-quality offering that is the fullest expression of that genius loci which

is the exclusive heritage of Italy:
• focus on the distinctive features of the company;
• define a set of appropriate and effective tools for correct communication;
• create a unifying and easily recognised brand language;
• rationalise the offering portfolio in harmony with the culture of the company and well-
organised in relation to the needs of consumers;
• make sure that products are communicated in an effective manner through packaging that
highlights their specific character.

"Communication," Chiara Lungarotti, President of the Wine Tourism Movement, explains "is
particularly a problem for the many small producers entering the market over the last ten-
fifteen years that today need recognisability, visibility and positioning on the market." For all of
them, "wine tourism may well be of great help in terms of promotion and communication because it
improves awareness of product quality for Italian and foreign tourists alike."

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