A worldwide phenomenon, Italian Pinot Grigio, from the Venetian regions in particular, has marked and is continuing to mark the furrow of a style that is recognizable and appreciated in various parts of the world.
“Between new trends and market revolutions” (Between new trends and market revolutions) was the title of the international forum dedicated to Pinot Grigio delle Venezie held in Verona, at Teatro Ristori, organized and desired by the Consortium and moderated by Fabio Piccoli, which featured. leading strategic figures of the political, wine, market, critical and communication landscape from Italy and around the world.
New trends certainly, dictated by a real trend setter, the
Pinot Grigio
. Like it or not, that is what it is all about. World phenomenon., Italian Pinot Grigio has marked and is continuing to mark the furrow of a recognizable style appreciated in various parts of the world. Easy-drinking, moderate in demands, immediate and satisfying, affordable in price this is how Italian Pinot Grigio is universally recognized around the world. Accessible products, but not trivial evidently, are those of northeastern Italy, which with 85 percent accounts for the vast majority of the national Pinot Grigio and the majority of the world’s Pinot Grigio from a single territory.
Doc Delle Venezie
Delle Venezie is the clever (and evocative) name of the DOC which boasts as many as 2 regions, Friuli Venezia Giulia and Veneto plus the autonomous province of Trento, traces 20 appellations, and encompasses in one intent the beauty of 27 thousand hectares. Enough hectares to make it Italy’s largest denomination of origin. From the Alps, to the sea via Lake Garda this is quite a vast origin, we realize. A nonnulla, however, when compared to some production areas in the world that know how to be both extensive and recognizable in terms of production, style and market choices. This was pointed out by Daniele Cernilli himself who was entrusted with the task of closing the forum and drawing some conclusions. Before coming to conclusions let us see, trying to simplify, what were the salient elements addressed during the meeting.
First of all, it should be emphasized that in the 7 years of the Consortium’s work, the production of Pinot Grigio, which today stands at 250 million bottles, comes to boast 200 million bottles at DOC. The Doc in fact has a strong and evocative name, Delle Venezie, which recalls the centrality of Venice to the three territories involved and is a reminder of beauty, uniqueness and exclusivity. It is not exclusive, in fact the opposite, we can definitely call it inclusive, Pinot Grigio as a wine, which as I mentioned has on average a very affordable price but at the same time can be a guarantee of quality. In fact, the first goal for Albino Armani, president of the Consortium, is to advance the quality of the product and raise its average. Work in progress that will never cease to bear fruit.
Environmental, economic and social sustainability
Also inescapable is undoubtedly the concept of sustainability, trite and rehashed of course … no less important. Sustainability makes sense where it becomes concrete and measurable. Common sense reigns supreme, we are made to understand this with concrete examples, and Luca Rigotti, among his many roles also a Consortium Councilor, wastes no time in this regard. All three aspects of sustainability, environmental-economic-social, must be respected, only then can they support each other and pave the way for each other.
Instead, to emphasize the importance of certification of products is Francesco Liantonio, President Triveneta Certifications, who compliments the rapid, constant and consistent growth that the Consortium and this product have been able to sustain.
Seal of wonder
Seal of wonder
is the claim chosen by consortium, and we can only marvel at the three “simple” steps on which this doc is based:
- a’single known and recognizable variety, the Pinot Grigio. No doubt a plus point.
- a evocative name, Delle Venezie. And it is immediately gondola in the common imagination.
placement in the highest rung of the Italian production pyramid, the DOC, but especially the adoption of the State bands to guarantee the origin of products. 
Foreign markets
What about markets and abroad? There comes a time to draw on what we were reminded of just Daniele Cernilli, without self-incense evidently. The Doc pointed out how this appellation wine is full of paradoxes. “
It is in fact a wine from a French variety, wanted by a Veneto entrepreneur and made famous by a U.S. importer on American soil.”
And that is why a number of foreign digital, research, sales, and education leaders were also featured in this international discussion. From Wine Intelligence to Vivino to Wine Folly. There would be a lot to say but I will only focus on two aspects. The first that Americans, as very often we do for that matter, are terrible at geography. In fact, they have repeatedly talked only about #vinoveneto, even showing searches for # and so on. Wanting to see the bright side, I would say that we have confirmation that “Delle Venezie” is definitely a very successful and evocative name. However, we need to work more on the northeast concept.
Generation Z
Second aspect to be emphasized concerns the generation “Z” Who claims to be mostly teetotal. Now, without wanting to force anyone to consume or even abuse alcohol (we would miss it), it is clear that all of us players in the world you have a mission for the coming years; from consortia to producers to communicators. That of raise awareness, appreciation and respect for quality Italian wine production in Italy and around the world and to bring new generations of consumers with curiosity not only to wine as a food but as a value and collector of culture, science and pleasure.
In my opinion the case history of Pinot Grigio from the Venetian regions should prompt us not to see it as an enemy or a competitor (I remind you of the 27 thousand hectares…), but rather An opportunity to let the world know that Italian wine exists, that the offer is vast and varied, that “Delle Venezie” does not mean Veneto, and that the territories where wine is produced in Italy are beautiful, many, multifaceted (and here I also include the many smaller, more circumscribed DOCs) and truly unmissable.
