- FLORENCE - "The development of Italian wine must be based on four foundations: rationalization, investments, knowledge of the markets, promotion. First of all, it is necessary to thin out the panorama of denominations with reasoned policies, through mergers or even, where the numbers are really scarce, to cancellations".
This is what Lamberto Frescobaldi, president of the Italian Wine Union (UIV) and president of Frescobaldi, said on the sidelines of the opening of the 75th year of the Italian Academy of Vine and Wine, underway at the Florence Chamber of Commerce.
Frescobaldi underlined that today "out of approximately 400 active Doc and Docg, only seven have bottlings above 500 thousand hectoliters and represent more than half of the total volume. The Dop-Igp system overall shows unsatisfactory bottled volume rates compared to the initial claim ".
On the market front, he observed, "abroad has been the key to development in these two decades, driven by the progressive replacement of the sale of loose goods on behalf of third parties with the export of packaged goods to Italy. Now, however, the markets need a further push: it is necessary to enrich an even too small concentration of outlet markets, with five countries - USA, Germany, UK, Canada and France - which together add up to 62% of Italian exports. Not only do we have to know how to read and intercept the changes demographics that will dictate the evolution of consumption. In the USA, for example, a rapid ethnic change is underway in favor of non-whites which requires an extraordinary repositioning effort for made in Italy wine".
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