Valpolicella DOC wine is surging
in popularity in the United States, with sales having grown in
value by 6.3% in 2018.
This success demonstrates it is a multitasking wine that is
moving into the mainstream, because it is drinkable in all
seasons and can be paired with many different dishes.
"It's a refreshing wine, fruity and floral, that in some ways
recalls the pinot nero produced in California," said Olga
Bussinello, director of the Valpolicella Consortium.
She said Valpolicella "has the typical ready-to-drink and
refreshing characteristics that are well-liked in the United
States".
The Italian wine trade in the United States is still very
tied to the relationship with the importer, but the market is
feeling the pressure from growth in online sales.
Bussinello said each of the two distribution channels has its
pros and cons.
"If on the one hand the producer manages to have a personal
and direct relationship with the importer, he still has to
entrust the importer with the marketing policy and therefore
with where and how to position the product, often without being
aware of it," Bussinello said.
Online sales, on the other hand, assume that a producer is
more "evolved", more responsible of his actions and, as a
result, has direct control over both price and positioning.
The online channel is certainly more suitable for young
digital natives, who have a propensity to buy everything online,
including wine.
ALL RIGHTS RESERVED © Copyright ANSA
