Eight Percent Increase in US Import of Brunello di Montalcino
Staff Writer - March 12, 2004

The value of the "Made in Italy" starts from the terroir

"The success of the Brunello di Montalcino on the United States market is proof that the link to the "terroir" is the true added-value of food stuffs 'Made in Italy', which shouldn't be put at risk by international commerce rules." Says Coldiretti (the Italian Association of Agricultural Growers), commenting on the positive 8% increase in the export of Brunello di Montalcino to the United States.

"The result", continues Coldiretti , "is particularly important when compared to the overall slowdown in 2003 wine exports, that were 17% lower than the previous year in quantity, with a monetary decrease of 2%." The United States response is a slap in the face to the rampant international "wine pirates". In fact, according to Nomisma the US market of imitation Italian wines is almost one on one with the sales of true Italian wines.

"In other words", emphasizes Coldiretti, "every other bottle is an 'imitation'."

The market of imitation 'Made in Italy' hits heavily on the Italian export of DOC wines, causing damages in the billions of Euros. "We need to be alert", continues Coldiretti, "especially facing a recent proposal of the amendment to international commercial rules proposed by the European Commission, which 'liberalizes' the international use of 17 traditional denomination previously reserved to Italian wines. In practice, the provision opens the doors to production of Brunello by Argentinean wineries, Amarone in South Africa, Neo Zealand Morellino, Australian Vinsanto, Chilean Recioto and Gutturnio 'Made in the USA'."

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