Vinitaly Moscow: Italian Wine Earns New Market Outlet
Staff Writer - June 28, 2004
The growing interest in Italian wines, even among French restaurateurs, was one of the highpoints of the First Annual Vinitaly Moscow, held June 24, 2004 in the Russian capital. The event, organized by VeronaFiere with the support of the Istituto per il Commercio Estero ("Italian Institute for International Trade", or ICE) and Enoteca d'Italia, featured 30 of the leading Italian wine producers and attracted a large number of buyers, importers and trade journalists. The event also marked the official international debut of the recently founded Italian Quality Wine Institute–Major Brands.
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Mario Fregoni, the honorary president of OIV (Organization International de la Vigne e du Vin, or International vine and wine Organization) |
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Piero Mastroberardino, president of Federvini |
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Michele Chiarlo (right), Vice-President of the Italian Quality Wine Institute |
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Jacopo Biondi Santi |
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Dr. Sandro Boscaini, President of Masi Agricola |
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Pio Boffa, owner of Pio Cesare |
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The success of Italian wines, currently in great demand in Russia, was highlighted by the interest shown by French restaurateurs in bottles 'Made in Italy'. This is one of the positive trends that emerged during the first annual Vinitaly Moscow which presented a qualified wine tasting and a workshop for buyers, caterers and trade journalists pouring wines from about 30 leading winemakers. The event included 17 companies that are part of the Italian Quality Wine Institute-Major Brands, a consortium representing the major Italian wine producers, characterized by high quality products and strong brand image with emphasis on exports. Vinitaly Moscow was the first official introduction of the consortium to the international wine community.
Introduced by Mario Fregoni, the honorary president of OIV (Organization International de la Vigne e du Vin, or International Vine and Wine Organization), who was recently welcomed as a member of the Moscow International Academy of Vines and Wine, the Moscow event is part of the Origin Project, a movement established with the participation of ICE and Enoteca d'Italia to promote Italian wines worldwide.
The objective of Vinitaly Moscow is to create the best conditions for establishing long-term business relationships by facilitating commercial opportunities for Italian businesses, encouraging the introduction of quality wines into a market that is perceived as strategically important in the coming years.
Italy, which ranks fourth among Russian wine suppliers, behind Moldavia, France and Georgia, in 2003 exported still and sparkling wines for 280 million Euro, marking a 25 percent increase over 2002 (data provided by the Russian Federation). Forecasts suggest major margins for growth of the current market share, as Russians tend to like Italian products in general, despite the fact that they are not currently widely known. In particular, young people and the middle class in main cities such as Moscow and St. Petersburg, seem to appreciate the 'Made in Italy' brand, while paying closer attention to the world of wine and the wine culture.
"This initiative," said Piero Mastroberardino, president of Federvini, "is a qualified and coherent occasion representing Italian quality wine, its originality and its territory. At the same time it offers the opportunity to verify and evaluate the results of the first years of work done in this new market."
"Vinitaly Moscow is the first official international appointment for a consortium that aims to promote quality Italian wines worldwide, uniformly and in synergy," emphasized Michele Chiarlo, Vice-President of the Italian Quality Wine Institute. "This policy rewards not only the companies belonging to the consortium, but the entire Italian winemaking industry as well."
"The Russian market is becoming increasingly more important," said Jacopo Biondi Santi, of the Montalcino-based company that bares the same name. "The Brunello has been known here for some time now. Initially it was appreciated by niche consumers, but today is in greater demand in restaurants and wine bars alike. A unique case worldwide, the Russian market selects Italian wines even through French catering channels that know, appreciate and distribute our wines."
This point of view is shared by Sandro Boscaini, president of Masi Agricola. "Russia is currently attracted by everything 'Western' and specifically by wines that express the beauty and quality of a given territory, he says. "Amarone is well-known and appreciated, not only because it comes from the Veneto region, reminding of Venice as well as Verona, the city of Romeo and Juliet. Italian wines, moreover, are starting to achieve large-scale distribution."
"The Italian wines today are able to compete with historic competitors within the luxury set and I believe that the Russian market will signify great rewards for Italian producers," said Pio Boffa, owner of Pio Cesare.
Much the same was said by Lucio Tasca D’Almerita, owner of the Sicilian company with the same name. "We have worked in Russia only for a couple of years so far, but we are seeing a very positive growth trend already. Consumers appreciate red wines and, with regards to Sicilian products, especially for the Nero d'Avola, both 'pure' and in 'blended' versions."
"This first Vinitaly Moscow Annual is a strategic step along the road to the internationalization of Vinitaly and VeronaFiere, which, in the coming months of 2004, has events planned in other important, consolidated and emerging wine markets, such as the United States, China and India," added Giovanni Mantovani, general director of VeronaFiere.
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