Vinitaly interview: How can Italians be encouraged to drink wine again?

Exports are remunerative despite the competition but no one can overlook the domestic market – not even major producers. A communication policy is needed to encourage a cultural, agricultural and naturalistic renaissance in Italy alongside correct use of marketing strategies that especially help small companies entering the the market over the last 10-15 years to come to the fore. This week, the Vinitaly debate involves Adriano Orsi, Fedagri-Confcooperative, Sandro Boscaini, President of Masi, journalist Luca Maroni, Chiara Lungarotti, President of the Wine Tourism Movement, and Giuliano Dell’Orto, creative director at RobilantAssociati.

Verona, 21 March 2011 – “Italian companies should be encourage to look abroad,” says Adriano Orsi, President of the  Fedagri-Confcooperative Wine Sector, but “effectively, one cannot live by export alone,” points out Sandro Boscaini, President of Masi, one of the more representative brands in Italian wine-making world-wide, because “it is no coincidence,” as Giuliano Dell’Orto, creative director at RobilantAssociati, explains, “that brands having an identity embodying strong bonds with Italy itself  benefit most from the promotional effect” on international markets.

The fifth series of interviews involving category institutions, producers, communicators, distribution operators, advertising/society experts organised by Vinitaly (7-11 April 2011) to discuss how the domestic market can be re-launched in the light of falling consumption – published and open to debate on the site www.vinitaly.com – is a compendium of all the things that should be done.

“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.”

We also need “a cultural, agricultural and naturalistic renaissance in our country,” says journalist Luca Maroni, “through a strategic project promoting the wines and foods of Italy as a superb and natural example of the best in human endeavour.”

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.”

http://www.vinitaly.it/

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