VinItaly
Where the world meets every April to discover Italy's great wines and meet some of the worlds best winemakers.
Verona, the city of Romeo and Juliet, relives the legend: Vinitaly, another love story in Verona 2009
Organization:
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Veronafiere
Viale del Lavoro, 8 - 37100 Verona - Italy
Tel. +39 045 8298111
Fax +39 045 8298288
URL: http:// www.vinitaly.com
E-mail: info@veronafiere.it |
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Date:
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from April 2nd to the 6th 2009 |
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Opening hours:
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continuous from 9.00 a.m. until 6.30 p.m |
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Place:
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Verona Exhibition Centre |
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Entrance:
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San Zeno - Cangrande - Giulietta e Romeo |
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Admission:
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Trade visitors only. Entrance Fees. No minors (under-18) |
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Products:
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Wine, Spirits, Press, Services |
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Services:
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Restaurant, hot snacks, bar, conferences and conventions, insurance, public telephones, mobile phone hire, post office, police & security, banks, newsagents, photocopies, roomluggage. Check in with a shuttle service between the Fair and the Airport. |
Vinitaly is the landmark event for the Italian and international wine world.
The largest wine show in the world has progressively and increasingly become a mainstay even on an international scale by welcoming innovations and appealing to operators not only as a trade exhibition but also and especially as a full-scale reference "event".
This role has been developed over forty years of activity by accompanying the development of a sector that in turn has become the best ambassador of "Made in Italy" worldwide as the flagship of excellence in the quality agro-foods system.
VINITALY INAUGURATION: FIVE DAYS OF BUSINESS
FOR 4,300 COMPANIES FROM MORE THAN 30 COUNTRIES
The 41st edition of the International Wine and Spirits Exhibition was inaugurated this morning - and right from the start confirmed its role as a fundamental meeting place for producers and operators from all over the world. In order to maintain leadership among all the other worldwide exhibitions, new structures have been finalised and new business-oriented initiatives defined. Minister Paolo De Castro announced the signing of the decree covering wine controls.
Verona, 29 March 2007 - Vinitaly - the world wine capital but also the launch pad for the most important legislative initiatives of the Italian Government in the wine sector. The official inauguration of the International Wine and Spirits Exhibition open at Verona until 1 April saw the Minister of agricultural Policies, Paolo De Castro, announce the "signature yesterday afternoon of the decree detailing wine controls". Now, however, as the Minister went on, “we must quickly reform Law 164 to ensure the concept of third-party controls, since it is only through strict controls performed by third-parties that the quality of our wines can be valorised”.
Yet during his speech at Vintaly, the Minister especially congratulated the results of the Italia wine system - the world leader for exports achieving a record result in 2006 of almost 3.2 billion euro. "The merit goes to thousands of small-medium companies," said the Minister, "demonstrating extraordinary commercial capacity," despite the low turnover of many of them.
Such leadership, said the Minister, must be accompanied and supported “by working together, producers and institutions, to help companies grow and become stronger”. This is why the new Market Organisation (CMO) being discussed in Brussels must be turned into an opportunity.
Vinitaly has plays a major role in sustaining the renaissance of Italian wine, the Minister highlighted, since by growing, becoming increasingly international and welcoming operators from more than 100 countries it encourages the distribution of Italian wine all over the world. And the prospects are that Vinitaly will become even larger and more efficient, thanks to the efforts of local and national institutions who are helping VeronaFiere to work on a grand scale.
Luigi Castelletti, President of VeronaFiere, outlined the future of Vinitaly. "The maturity and experience attained by the event," he said, "ensure the necessary detachment so that we can view of the wine sector in overall terms, understand its needs and anticipate its requirements. We will remain the leading event all over the world," he went on, "only by continuing to up-date, re-invent and re-launch ourselves. We are achieving this by offering companies opportunities for contacts that then become contracts." All this is the result of work by 5,000 people before and after the exhibition and more than 2,000 people over the five days of the event - yet the results are plain to see for everyone: more than 4,300 exhibiting companies and more than 30 countries represented, over an area now totalling 86 thousand square metres net.
The Mayor of Verona, Paolo Zanotto, also spoke about growth in announcing new parking facilities in the Genovesa area close to the Verona Sud motorway exit. Zanotto also emphasised the strong links between the city and its Exhibition Centre, in turn a flywheel for the economy in the province. Tourism and culture, in short, are - together with agriculture - the driving forces in the Veronese territory, that offers visitors to Vinitaly hospitality and the exhibition inaugurated on 25 March titled "The Seventh Splendour. The Modernity of Melancholy" in Palazzo della Ragione - a site where restoration work to a project by Tobia Scarpa was completed recently. The Show includes 200 masterpieces by 130 artists - from Botticelli to Michelangelo through to Modigliani and contemporary artists.
Giancarlo Galan, President of the Veneto Region, launched at Vinitaly an invitation to the President of the Republic, Giorgio Napolitano, to visit Vinitaly - perhaps even next year - to see the success achieved even in the wine sector by enterprise in the Veneto - "vital and imposing" as President Napolitano said during his visit to the region that ended yesterday.
The dignitaries taking part in the inauguration included the Under-Secretary of State of the Ministry of Agriculture of Morocco, Mohamed Mohattane, attending Vinitaly to improve contacts between his country and Italy in the field of technologies and know-how.
The Vinitaly inaugural ceremony also saw Award to the winners of the International Wine Competition, while the presentation of the GRAND VINITALY SPECIAL AWARD 2007 to Australian company Wyndham Estate will take place during an event in Australia organised by VeronaFiere. The winner of the Banco Popolare Verona & Novara Group Award was also announced, assigned this year to Cantina Sociale di Soave, for the results achieved with its wines in the Wine Competition.
The winners of the International Packaging Award were also announced. The President of the Jury this year was Lina Wertmuller. The Best Wine List Award was also proclaimed - assigned this year to the Teatro Four Season Restaurant in Tokyo.
Prior to the inauguration of Vinitaly, Minister Paolo De Castro, councillors for agriculture of Italian regions, many other politicians and personalities in the world of media and show business attended the "christening" of the Wine Train, setting off on its first run from Verona to Desenzano del Garda. The Train, scheduled to enter service on 16 June, will depart every weekend from Siena as far as Montalcino through Val d’Orcia. The Minister was delighted with this initiative, which he viewed as an ideal way to reveal 1,000 wine territories.
WORLD OF WINE GETS TOGETHER AT VINITALY
VINITALY 2007: BUSINESS IS HERE.
INTERNATIONAL OPERATORS UP BY 15%
Exhibitors express major satisfaction for numerous and qualified commercial contacts with operators from all over the world despite schedules clashing with other international events. Recognition for the organisational efforts of VeronaFiere in recent years - rewarded by an overall increase in visitors of 4% and international attendance up by 15%.
Verona, 2 April 2007 – 15% growth in international operators - up to 38 thousand (33 thousand in 2006) out of 150 thousand total visitors (+4% over the previous edition) from more than 100 countries - and more than 2,600 journalists from 52 countries. These are the essential facts and figures detailing the preliminary overall results of the 41st edition of Vinitaly - the International Wine and Spirits Exhibition held at VeronaFiere 29 March-2 April - that attracted 4,300 companies from more than 30 countries over 86 thousand square metres of net exhibition space.
"Vinitaly is the only world event boasting growth trends for sales of space in recent years higher than 5%, against 1-2% for other shows. The event equally ensures high contact/exhibitor ratios at more than 30 against 11-15 for other exhibitions and impressive exhibitor satisfaction levels of 95% overall," said Luigi Castelletti, President of Veronafiere.
"The exhibition is a full-scale integrated promotion system serving not only Italian oenology but also the 'country system' in overall terms through promotion and internationalisation of Italian companies. It exploits the experience and contacts developed all year round," said Giovanni Mantovani, Director General of VeronaFiere. "Organisation of all the international stop-offs in 2007 is already at an advanced stage. India last January, Russia in June at Moscow and St. Petersburg will be followed by Vinitaly US Tour in October with stop-offs in Chicago, Los Angeles and San Francisco, Vinitaly Japan in Tokyo end-November and Vinitaly China in Shanghai immediately afterwards."
The market impression expressed before the start of the exhibition by a sample of buyers from various countries about export possibilities for Italian wine were confirmed by stronger than ever attendance at the exhibition by even more importers in the past from India, Japan, Russia and Eastern Europe, over and above traditional attendees.
Satisfaction among exhibitors emerges from their own comments.
Gianni Zonin said: "Results are very positive. We thought that the simultaneous scheduling of Vinexpo might have affected Vinitaly - yet, on the other hand, the event performed even better than last year's edition, with impressive attendance by professional operators - exactly the contacts we are looking for."
Much the same comments were made by Piero Mastroberardino, President of Federvini: "The quantity and quality of commercial contacts was optimal from North America, China, Japan and Russia - but even from niche countries such as the Maldives. Good attendance by many Scandinavians was rather surprising, since an international event geographically closer to Northern Europe was held recently."
"It was an energetic exhibition," said Andrea Sartori, President of UIV, "with very good contacts from Eastern Europe and North America."
"Vinitaly," said Tiziana Frescobaldi, of the cellars of the same name, "confirmed its role as a not-to-be-missed event. Our stand was often packed. High-level clients came from Italy and a number of emerging countries such as Russia, India, Pakistan and the Middle East. Many other visitors came from Germany, the United Kingdom, Switzerland and especially from Eastern Europe - Bulgaria, Rumania, Poland - as well as Turkey and Cyprus - particularly over the first two days, but nevertheless with peak levels even on later days. We are delighted about this, because it is a sgn that things are progressing well in commercial terms."
Acknowledgements also focused on the "growth of services and programming, which," said Giacomo Rallo of Donnafugata, "make Vinitaly the only event in the world capable of blending in a positive way both business-to-business and business-to-consumer contacts involving well-informed consumers".
These concepts were perfectly summed up by Michele Bernetti of Umani Ronchi: "This year was great: there were many operators and many international contacts. The exhibition was more interesting than in other years and also improved in organisational terms - all required material was provided well in advance."
Sandro Chia of Castello di Romitorio – Montalcino agreed: "A totally positive impression - there were great improvements in professionalism and style. International attendance was impressive, I almost always spoke in English and operators were genuinely and practically interested."
Jacopo Biondi Santi of Castello di Montepò also judged Vinitaly this year as a very important event: "We saw many more contacts," he said, "than last year and many international visitors, in particular Chinese and Indian."
Another positive aspect mentioned concerned the training events organised by Vinitaly. "I really appreciated," said Angelo Gaja for everyone, "the analytical focus meetings on international markets, as well as the international commercial contacts, with an excellent first two days from the point of view of business."
"Impressive attendance by operators with a keen eye on the territorial marketing project," said Gianluca Bisiol, who also mentioned "many qualified contacts with American, Anglo-Saxon and Asian operators, especially Indian."
The focus on territory was also highlighted by Luigi Pasetto, President of the Fedagri Wine Sector and the Cantina Sociale di Soave: "Vinitaly," he said, "was rewarding even for cooperative cellars, such as Cantina Soave, with awards for quality and an offering for international buyers of different wines with stronger links with the ".
Not only the big names in Italian oenology were happy. The resumption in exports equally involves less well-known wines - international buyers actively sought new products and commercial partners in regions such as Campania, the Marches, Basilicata, Liguria, Trentino-Alto Adige and Puglia, once again demonstrating the global quality of Italian wine-growing.
"This Vinitaly can be summed up as innovation and effectiveness. Success especially focuses on the number of business contacts that exhibiting companies enjoyed," said Flavio Piva, co-Director General and Market Director of VeronaFiere, "precisely with buyers and operators from all over the world, who demonstrated growing interest in Italian wines and the wines by our expanding number of international exhibitors."
VeronaFiere Press Office
Tel.: + 39.045.829.82.42 – 82.85 – 82.10 - 82.90 – 83.78 Fax: + 39.045.829.81.13
E-mail: pressoffice@veronafiere.it - www.vinitaly.com
Special Event
Vinitaly - Huge success for the 20 years of
“TRE BICCHIERI - THREE GLASSES" by Gambero Rosso
Impressive attendance at the key event celebrating the anniversary of the Wine Guide
Verona, 1 April – Gambero Rosso and its historic guide celebrated “the first 20 years” of success at the 41st Vinitaly: an emotional tour for all wine lovers tracing the history of the 47 leading labels and cellars in Italy winning the highly-prized "Tre Bicchieri-Three Glasses" awards over the years.
A tasting in grand style and an occasion for expanding wine culture involving a select audience guided by a group of professional sommeliers to appreciate not only the sensorial features of these wines but also to learn more about their characteristics and significant links with territories of origin.
From Brunello to Montepulciano, from Amarone to Barolo and the great Sicilian wines, from Sauvignon to Chardonnay and the superb native whites - wine lovers, as defined by research conducted by Vinitaly in this special field, delighted all the senses in experiencing wine-making traditions embracing the whole of Italy.
WINE TOURISM IN ITALY:
OPPORTUNITIES FOR CULTURE AND BUSINESS
Research into wine lovers presented by Vinitaly and the convention organised by the Wine Tourism Movement confirm trends but equally highlight the need to create "a system" to improve the offering for a public of increasingly expanding and demanding enthusiasts.
Verona, 31 March 2007 – Vinitaly today presented two important occasions for better understanding of the aspects and requirements of the ever-growing number of wine enthusiasts: presentation of “The Wine Lover” research project commissioned by Vinitaly and the convention titled “Changes in Wine Tourism” organised by the Wine Tourism Movement.
"The Movement," said its President, Chiara Lungarotti, "boasts 1000 member companies and seeks to promote the culture of wine and hospitality in cellars."
Today, tasting wines directly in cellars is not only an increasingly common phenomenon among wine enthusiasts (involving 53% in accordance with "The Wine Lover" research) but also travelling along and around wine itineraries is also becoming very popular (27.8%).
"Wine tourism, in short," said Valentino Valentini, President of the Cities of Wine Association, "is a reality enjoying continual growth, that already today involves 540 Italian towns. Wine has virtually moulded the local system, with visitor flows doubling over the last two years."
Activities involve all targets in the world of tourism that, given its potential, today requires further effort by institutions, not only by setting aside even more resources but especially by encouraging national and international visibility of the packages offered by the nine Italian "Wine Routes".
"The problem, in short," said Giorgio Boscolo, Boscolo Tours, "is to bring together all information in a single place, physical or virtual, so that potential tourists can, on the basis of their requirements and passions, find, choose and book the solutions they prefer." Wine and food travel, that "The Wine Lover" research indicates as involving 23.7% of wine enthusiasts, is expanding continually, "demonstrating that the wine tourist niche in the past has given way to a new kind of tourism involving the so-called lovers of good living - as they were defined by Alessandro Regoli of Wine News - who are not only aware of good drinking but also of the cultural and natural aspects that chosen tourism centres have to offer. Wines lovers themselves," he went on, "are no longer happy simply to visit cellars and taste quality wines but also seek personal contact with producers and want to be personally involved in wine-making activities."
"We are convinced of the need for initiatives that directly involve tourists," said Albiera Antinori, Director of the company of the same name, "and this was the inspiration for the Cantina Bargino Project, where tourists can not only taste and learn about the sensorial features of our wines but also be directly involved in everyday cellar work, thereby sharing the values, traditions and history not only of wine but also of the territory."
"Wine in short does not exist without its territory," said Sissi Semprani, a communication expert, "and we must focus on this aspect to ensure even better qualification of the Italian offering in preparing complete wine & food tourist packages in response to the new and diversified requirements of Italian and international wine tourists."
"The Wine Tourism Movement is making even more efforts in this context," concluded President Chiara Lungarotti, "and taking part in Vinitaly is a precious occasion for discovering the new needs of the market and improve wine culture, thereby helping companies not only to offer products but also unique experiences based on special histories, values and traditions."
Award presentation at Vinitaly
GIACOMO TACHIS RECEIVES THE
GIUSEPPE MORSIANI GOLD PLAQUE
The prestigious award to the internationally famous oenologist for his contribution to the renaissance of Italian wine. Vinitaly also saw presentations of the Cangrande Grand Medals for "Merit in Italian Wine-Growing".
Verona, 31 March 2007 – Giacomo Tachis adds yet another prestigious international award to his already impressive list of honours. The Giuseppe Morsiani Gold Plaque, founded in 1993 by the Giuseppe Morsiani Association and supported by the Italian Wine Union (UIV), VeronaFiere and Verona Chamber of Commerce. The presentation was made during Vinitaly, within the scope of the Study Day organised by the Academy of Vines and Wines.
Tachis is a well-known figure and is considered, as the motivation for the Award indicates, as "one of the fathers of modern oenology, a winemaker of world prestige and the artificer of some of the most prestigious Italian wines".
The plaque was presented by the President of UIV, Andrea Sartori, who said: "I am honoured to make this award to a person who has re-written the history of wine". This Award has been made over the years "to great figures distinguished in all aspects of wine research". In view of the challenges that the sector must tackle on world markets, Sartori expressed the hope that the Award "will also stimulate discussion of topics concerning market strategy but also of the needs of consumers and society as a whole".
"Vinitaly is the only exhibition in the world where culture and business come together at such impressive levels," said Claudio Valente, Vice-President of VeronaFiere. This is equally true for the "Merit in Italian Wine-Growing Awards", made every year by VeronaFiere on the basis of candidates nominated by councillors for agriculture in every Italian region. The Cangrande Grand Medal is awarded to distinguished figures whose dedication and achievements have helped improve and valorise wine-growing.
THE US MARKET ACCORDING TO VINITALY
The fifth Vinitaly US Tour visiting Chicago, San Francisco and Los Angeles. Reports by Angelo Gaja and Julian Niccolini of Four Seasons, New York.
Verona, 30 March 2007 – The USA is undoubtedly the most important market in terms of size and quality levels for Italian labels. Italian wine exports in 2006 to the United States were worth more than 809.6 million Euro (more than 1 billion dollars), with an increase of 5% over the previous year. Yet producers, operators and experts say it is a market that is far from saturated, in terms of both quality and, especially, quantity.
This emerged from the focus titled "Consumption of Italian wine on the American market" organised by Vinitaly and attended by the President of Buonaitalia, Emilio De Piazza, the Director of ICE New York, Aniello Musella, and reports by Joshua Greene, Editor in Chief of Wine & Spirits Magazine and Julian Niccolini, Owner of the Four Seasons Restaurant in New York, Angelo Gaja and Federico Castellucci, Director General of OIV.
"The United States is set to become by 2010 the leading world market for wine and Italy must continue to play a fundamental role by constantly improving the quality of its offering, also thanks to role of VeronaFiere," said Elena Amadini, Vinitaly brand manager, who opened the sessions of the round table, adding that "study, analysis and awareness of destination markets are other services that Vinitaly World Tour aims to offer companies."
Vinitaly US Tour, the second stage of Vinitaly World Tour 2007 after Russia, opens in Chicago on 22 October and is followed by San Francisco 24 and Los Angeles 25 October. It will be a precious occasion for Italian companies for learning more about a very stratified market and levels of consumer interest and competence far higher than average on international markets.
"We must avoid the mistake of thinking that the United States is a generic, mass market with little potential for growth," said Aniello Musella of ICE New York, "there are certainly many opportunities for Italian companies - but not for all of them: The US market is very selective and focuses on quality."
The main places for wine consumption and especially the main advertising vehicles for Italian wine in the USA are large restaurants and luxury restaurants, such as the Four Seasons Restaurant in New York, represented by Julian Niccolini: "Every table in the restaurant always has at least one bottle of wine, often Italian. Italian wine is often not simply a consumer item but also and especially image and emotion."
The Italian wines held in highest regard in the United States are, according to a study conducted by Wine & Spirits Magazine and presented by Chief Editor, Joshua Greene, Pinot Grigio and Chianti Classico, as well as Sangiovese.
"Italy in recent years has become the top exporter of wine to the United States, overtaking, with the exception of sparkling wines, in other words champagne, France," said Greene during his presentation, "but if this leadership is to be consolidated and lasting over time, on a very easily influenced market such as the USA, Italian producers must lower the prices of their products. In the United States, in short, bottles of Italian wine rarely cost less than 40-50 dollars."
The meeting also welcomed reports by Angelo Gaja, a famous producer and oenologist, who encouraged producers to "exploit the credibility and preferences we enjoy on the other side of the Atlantic and overcome domestic jealousies to embrace a market that has always rewarded us, despite the fact that exports Italian were initially of very low ", and the Director General of OIV, Federico Castellucci, who emphasised that "avoiding conflict at home and reducing the unitary prices of bottles of Italian wine are two absolutely imperative aspects in tackling any market; a factor that Italian companies must also take into account is 'brand' and must be further valorised".
Emilio De Piazza of Buonitalia added that "wine covers more than one-third of all Italian exports to the United States and therefore effectively represents the image of our country on the North American continent; we must emphasise the quality and variety that have always characterised our labels".
RECORD SALES FOR QUALITY WINE THROUGH LARGE-SCALE DISTRIBUTION
Vinitaly brings wine producers and large-scale distribution together to ensure even better valorisation of Italian Denomination of Origin wine
Buonitalia and ICE: we are working on an agreement to promote Italian wine on international markets
(Verona, 30 March 2007) - Large-scale distribution once again confirms its role as an increasingly important channel for the distribution of quality Italian wine on the national market, while an agreement is likely to be signed between producers, institutions and large-scale distribution to promote Italian wine on international markets.
This emerged from the round table organised by VeronaFiere, held today at Vinitaly, attended by representatives of Large-Scale Distribution, wine producers and institutions involved in the promotion of Italian wine abroad.
In 2006, the market share for wine sold through large-scale distribution was 69.2% by volume, with growth of 0.2% compared to 2005 (2.5% increase of sales by value). More than half the wine sold in supermarkets, hypermarkets and superettes is Denomination of Origin wine (DOC, DOCG and IGT) that in 2006 saw a quota of 52.9% by volume of total wine sold through Large-Scale Distribution, with growth of 2% compared to 2005 (the quota is 74% by value).
Data, processed by ACNielsen for Vinitaly, also highlight the best-selling wines through Large-Scale Distribution in 2006, in order: Chianti Classico (Tuscany), Montepulciano d’Abruzzo, Sangiovese (Emilia Romagna, Tuscany), Nero d’Avola (Sicily), Merlot (Veneto), Pinot (Tri-Veneto), Bonaria (Lombardy), Barbera (Piedmont), Vermentino (Sardinia) and Barbera d’Asti.
The wines recording the best growth in 2006 were, in order: Brunello di Montalcino, Nero d’Avola, Gewurztraminer, Morellino di Scansano, Verdicchio di Jesi, Dolcetto d’Alba, Bonarda Oltrepò, Barbaresco, Chardonnay and Rosso di Montalcino (see ACNielsen charts enclosed with the press folder).
The average price/litre for wines sold is 4.04 euro, while the price bands growing most are in the range above 6.4 euro.
"Sales trends in 2006," said Vincenzo Carbone, Board of Directors of Federdistribuzione (and Director of Food Goods at Carrefour), "confirm the sociological phenomenon among many Italian consumers who now seek quality wine on the shelves of supermarkets and hypermarkets. Today, consumers have evolved and at one and the same time alternate purchases of wines costing 2-3 euro with wines costing 15-20 euro; they seek savings but equally wish to treat themselves to the taste and pleasure of a “top” wine, as highlighted in the ACNielsen rankings of best-selling wines. In this regard, one can well say that Large-Scale Distribution makes an important contribution to the growth of wine culture in Italy by operating in synergy with producers, with the common intention of encouraging awareness and appreciation of Italian wine production. The objective is to make the world of wine accessible even to less expert consumers, for whom the shelves in a chain store may well be easy to reach and where today suggestions about pairings with food and information of various kinds are also provided."
Satisfaction over Italian wine sales trends was also expressed by Roberto Fiammenghi, Food Director at Coop Italia, who also detailed the efforts by Coop to promote quality Italian wine:
"As regards Coop, we can speak of a substantially positive 2006. Wines costing between 3 and 6 euro are growing again, with even more important peaks in the 4-5 euro price range. In order to promote wine, we have signed for three years running an agreement with Agea Unavini for a campaign, enjoying financial contributions from the European Union, having the objective of promoting and developing awareness of DOC and DOCG wines in Italy and, over the next few years, even abroad, with training days for employees at sale points and free distribution to clients of thousands of leaflets about wine. As regards the international market, we are working closely with ‘Eataly”, a company in which Coop is also a shareholder, that will promote in the main world centres (New York, Paris, London, Tokyo, etc, as well as naturally the main Italian cities) the best in Italian wine and food production."
The importance of an agreement between producers, distributors and institutions was emphasised by Emilio De Piazza, President of Buonitalia Spa:
"Internationalising Italian agro-foods is the key element in Buonitalia's mission and this is why we are working on a strategy that envisages a different approach on different markets: improve export quotas on traditional markets and stimulate distribution solutions that will ensure structured presence of Italian companies on emerging markets. Our objective, then, is to help Italian entrepreneurs develop direct relationships on these markets, by providing support to producer companies through a programme of significant and effective actions, especially as regards distribution chains and quality restaurants, the first-level showcase abroad for Italian products."
The same topic was also discussed by Massimo Mamberti, Director of ICE, the Institute for International Commerce, who said:
"Large-scale distribution already plays a role of primary importance in ensuring visibility for Italian agro-food products, and the wine in particular, on international markets. This role will grow in 2007, thanks to an intense programme of action on the main international markets and in particular in northern Europe, where there has been demand for some years for promotional support of Italian wine".
On their part, wine producers are favourable as regards even broader collaboration with Large-scale distribution, both in Italy and abroad, as pointed out by Enrico Viglierchio, Board of Directors of Federvini (and Director General of Castello Banfi):
"2006 was a positive year for Italian wine: on the domestic market, we are witnessing rationalisation of the value chain and portfolios more in line with the real needs of consumers, while international markets involved more aggressive commercial policies that are generating growing demand for products. Emphasis should also be given to the distinct improvement in relationships between producers and large-scale distribution: Large-Scale Distribution was once viewed by many of us merely in the context of low band sales, whereas quality wines are now increasingly sold through supermarket shelves. This is because Large-Scale Distribution has shown that it understands brand logics and no longer only focuses on the price factor. We are therefore also optimistic about collaboration between producers and Italian Large-Scale Distribution even on international markets, bearing clearly in mind, however, that it does not suffice simply to export Italian quality wine but that parallel work is also necessary for education and information at points of sale in the Large-Scale Distribution".
Conad also outlined its major commitment in the promotion and valorisation of Italian wine, both in Italy and abroad, as reported by Giuseppe Zuliani, Private Brand Director at Conad:
"For 2007, Conad is developing an innovative approach for the Italian market even in terms of communication, by highlighting pairings between various wines and food and exploring the huge potential of geographical origins. As regards the international market, experience by the international ‘Coopernic’ consortium is expanding. This allows us to select ranges to offer to other international distributors, which is a significant opportunity for producers that otherwise would be unable to reach many markets given launch costs and at times even the impossibility of operating on an individual basis."
Testimony of how Italian wine can be promoted by large-scale distribution was provided by Inge Stratemans, wine manager of the Belgian distribution chain Colruyt, who reported on how quality Italian wines are presented on shelves following sectors of origin by Regions (Wines from Piedmont, Tuscany, Sicily, etc.) that is very popular with Belgian consumers.
For more information:
Marco Fanini & Emanuela Capitanio
Consultants - Veronafiere Press Office
Tel: 339/666.8750
e-mail: mafanin@tin.it
VINITALY SUPPORTS
ITALIAN WINE QUALITY
Verona, 29 March – Vinitaly makes a stand alongside Italian wine producers to combat counterfeit wines imitating famous Italian labels.
Coldiretti presented at Vinitaly 2007 a practical demonstration of how to use a 'wine kit' to produce counterfeit wines that has already seen in North America the distribution of fake labels and now poses a threat on the European market given the discount costs of such products and the growth of sales through supermarkets and over Internet.
Such damage not only has an impact in economic terms but also affects the reputation of Italian wine, by far the most exported worldwide, as revealed through investigations conducted by VeronaFiere for the 41st Vinitaly.
"We are convinced that it is right to announce such facts during the most important wine exhibition in the world, attended by more than 35,000 buyers from more than 100 countries and thousands of visitors.
We aim to make this very clear not only to our exhibitors, whose attendance at Vinitaly is obviously synonymous with the quality and authenticity of their production," said Giovanni Mantovani, Director General of VeronaFiere, "but also to consumers and all lovers of Italian wine.
"Vinitaly, in short," Mantovani went on, "is not only an event but also a brand that aims to protect and promote the international visibility and status of Italian wine, through the main event in Verona itself and through Vinitaly World Tour.
Vinitaly is a landmark for the quality offered by all producers and equally encourages all competent Authorities to act against such counterfeiting that may well have negative repercussions on the entire wine-growing value chain."
Press release - VeronaFiere Press Office
Tel.: + 39.045.829.82.42 – 82.85 – 82.10 - 82.90 – 83.78 Fax: + 39.045.829.81.13
E-mail: pressoffice@veronafiere.it - www.vinitaly.com
VITTORIO MORETTI & HANNES MYBURGH
VINITALY INTERNATIONAL AWARD 2007
Two more "excellent" names join the Roll of Honour award made since 1996 to people of distinction on an international scale (businessmen, companies, journalists) in the wine sector. Riccardo Cotarella and Michel Rolland take “Another Love Story in Verona” Awards.
Verona, 27 March 2007 – Vittorio Moretti and Hannes Myburgh won the 2007 edition of the Vinitaly International Award. The presentation of these Awards to the President of Terra Moretti Group and the President of the Meerlust Estate, South Africa, is the key event of the gala dinner this evening in Palazzo della Gran Guardia in the historic centre of Verona opposite the Arena, prior to the inauguration tomorrow morning of the 41st Vinitaly.
In keeping with tradition, the Award - now at its 11th edition - was made to personalities in the wine world whose work is particularly renowned on an international scale.
Vittorio Moretti, i
