Strengthening its export quotas especially to the United States, sustainability, new canons of communication and constant observation of new consumer trends while always safeguarding identity and authenticity.
These are the key words of seven market makers in the Italian wine sector who spoke at the institutional session “What future for wine. What wine for the future.” as part of the first day of wine2wine Business forum underway at Veronafiere.
Seven companies representative of premium tricolor product
Discussing in presence the future scenarios and the business strategies adopted to cope with the structural complexity of the global market were Silvia Franco, (Nino Franco, Veneto), Aldo Vajra (G.D. Vajra, Piedmont), Marina Cvetic (sole director Masciarelli Tenute agricole, Abruzzo), Alberto Lusini (ceo Angelini Wines & Estates) and Adolfo Rebughini, general manager of Veronafiere, joined by video contributions from Marco Caprai (Arnaldo Caprai, Umbria), Antonio Rallo(Donnafugata, Sicily) and Elena Fucci (Elena Fucci, Basilicata). On the export geography front, the seven companies representing the premium-end tricolor product still confirm the U.S. market on the podium of their present and future strategy, followed by Asia beyond the Chinese borders. While among the marketplaces with the greatest potential is Africa.
Data from the Uiv-Vinitaly Observatory.
Basis of departure, the curves of wine consumption according to data from the Uiv-Vinitaly Observatory, which outline a transition increasingly oriented toward a volumic contraction of consumption and a concomitant greater focus on the premium segments of the global and particularly Italian supply. An expenditure of world wine demand, Vinitaly notes, that has grown much more than the quantitative trend. A separate discussion, on the other hand, for the sparkling wine phenomenon, which, particularly with the Prosecco locomotive, has also seen export volumes rise by more than 200 percent over the past 13 years. A phenomenon, to which the global aperitif trend is contributing in no small part, that has generated a substantial as well as unprecedented balance among the tricolor types destined for export: 5.3 million hectoliters for reds, 5 million for sparkling wines and 4.5 million for whites. For the future, according to the Observatory, the challenge will be increasingly linked to theactualization of wineconsumption occasions in a context of strong competitiveness, with a beverage world that is proving to be more ready to embrace the changes of a less conservative demand than it once was.
