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| 4/7/2011 Vinitaly 2011 Vinitaly 2011, il Salone Internazionale del Vino e dei Distillati. Dal 7 aprile 2011 all'11 aprile 2011. La fiera del vino più grande al mondo. Le date, le informazioni, gli appuntamenti da non perdere e consigli utili per vivere il Vinitaly 2011 al meglio Torna come ogni anno, anche nel 2011 il Vinitaly, Salone Internazionale del Vino e dei Distillati, la più grande fiera del vino per numeri e dimensioni. Il Vinitaly 2011 è, ormai da anni, un appuntamento imperdibile per professionisti, enologi ed appassionati, per sviluppare utili contatti commerciali, mantenersi aggiornati sulle ultime novità e tendenze nel mondo del vino e, perchè no, assaggiare qualche buon vino. Il Vinitaly 2011 sarà un evento completo, con oltre 4000 aziende vinicole che proporranno i loro vini di punta, convegni, forum e workshop tematici, desustazioni e tanto altro ancora... PROMOTING MADE IN ITALY IN ITALY ITSELF: THIS IS THE RECIPE FOR BOOSTING SALES... EVEN ABROAD Exports and the domestic market are the two sides of the same medal, because the Italian wine system needs them both. This requires improving the relationship with Italian consumers not only to increase sales but also to enhance the recognisability and appeal of Italian wine among million of international tourists visiting Italy every year. The third series of Vinitaly interviews lines up with Carlotta Pasqua, President of Agivi, Gianni Zonin, journalist Franco Ziliani, Massimo Perini of Unes and marketing consultant Roberto Racca. Follow the debate on the site www.vinitaly.com. Verona, 7 March 2011 – “Our judgement is internationally oriented but our work is often parochial,” says Carlotta Pasqua, President of Agivi, the Association of young Italian wine entrepreneurs. “We must, on the other hand, continue to invest in the Italian market by valorising the quality of local wines and encouraging the culture of fine drinking, while also learning how to measure up with the rest of the world.” Her recipe for coming out of the impasse characterising the Italian market - strong abroad but short of breath at home - is shared by the protagonists of the third series of interviews with category institutions, producers, communicators, operators in distribution, advertising, media and social experts organised by Vinitaly (7-11 April 2011). The debate into falling domestic consumption set in motion by the most important International Exhibition dedicated to wine this week involves not only Carlotta Pasqua but also Gianni Zonin of Casa Vinicola Zonin, journalist Franco Ziliani, Massimo Perini, category marketing manager of Unes, and Roberto Racca, marketing consultant in the wine sector. The debate - published on the site www.vinitaly.com and open to comments - focuses on three questions. Can the leading producer country live by exports alone, with the risks represented by currency fluctuations and the aggressive marketing and distribution policies of so-called New World competitors? Is the gap on the Italian market economic or cultural in nature or is it a problem of communication? Why, on the contrary, is the export trend on the up? Pasqua indicates the need “to re-focus attention on the domestic market through serious efforts involving the value chain, quality, consumption and prices” since, if what Franco Ziliani says is true, even “the most famous wines would have problems surviving without exports... and too much export can even be lethal”. This is why, says Massimo Perini, we have “to implement a promotion/training strategy to safeguard the Italian market”, closing the gap caused by a lack of “structured communication that on the one hand encourages culture and on the other hand promotes wine appropriately”. “It is vital, especially among young people, to spread a culture of wine and its informed consumption to distinguish it from spirits,” says Gianni Zonin - who adds: “Promotion must not only be supported by producers but also by competent institutions.” Communication should be less self-referential that seeks “to convince new generations and a female target”, says Roberto Racca, a marketing consultant in the wine sector. Without forgetting that “being prophets at home ensure recognisability even among the many international tourists visiting Italy every year”. (http://www.vinitaly.com/PressArea/PressReleases/id/3497) |