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We are in Region of Maremma’s Pavilion, Grosseto’s Chamber of Commerce,
with wine expert Luca Maroni who’s kindly available for a few questions:
Considering all the problems affecting Italian trade,
how’s our wine quality this year?
It's excellent! High quality it’s just the right way to attract new customers
also with a careful and smart price strategy in order to create a new trade.
I see a sector with a wide quality vogue this year
the oneological “renaissance” process is completed
both for vineyard and winemaking.
Italian wine is in very good healt supported by export,
let’s hope that US Dollar will keep this revaluetion trend to Euro
to turn us more competitive,
so this is right time to invest and push on the marketing and communication.
What do we need more to get through those international trades,
where French,New Zealander, Australian and South African products are swarming?
Is it just a price’s matter,
or it could also be due to our lack of marketing,
especially a marketing “know how” lack?
Well I’d say, above all, we can’t ask our producers
to express their best artistic and poetic part winemaking
and then also to be perfect managers marketing.
Training and teaching is what really missing in Italy!
Our producers are willing to improve and learn,
but nowadays there’s no institute or school in Italy which
can teach’em the basic principles of the commercial and of the communication knowledges to be more successful.
It's a lack of training.
In Italy we call it “spread the word”, anglo-saxons call it “popularisation”,
what’s your best advice for Italy?
My advice is..... to learn from them, cause that’s the right way.
I mean, we got what they don’t have, a long wine history,
but we don’t have technicality, that would be much easier to acquire from them
It is a connections matter,
Firstly we should learn to gather all the process connections from the producers
and then popularise and spread them it all around the world.
Anyway, your tought is a positive, optimistic message for Italian wine
concerning the producers and all those professionals promoting italian exellence worldwide.
I believe that for the next 20-30 years, Italy will definitely recover a very important, absolute cultural role,
we must understand that........agri food is not only feasts and folklore,
It is life in nature, economy and above all social relations.
Thanks a lot Mr. Luca Maroni, Thank you