Vinitaly 2005: 12 Percent More International Visitors
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| Photo by Loris Scagliarini | |
Major attendance by international visitors this year at Vinitaly - as many as 30,000, equal to one out of five of the 143,000 visitors who showed up for the 39th edition of the exhibition. The increase in international operators was 12 percent, thus representing the 21 percent of the total. These figures gave new hope to Italian wine professionals.
"Once again, Vinitaly has helped companies do good business,” said Luigi Castelletti, President of VeronaFiere, "yet our commitment by no means comes to an end today. The internationalization of our activity will take us to Moscow in May, with Vinitaly Russia, in October to the United States with Vinitaly US Tour, in November to China with Vinitaly China and, for the first time, the Vinitaly brand will travel to India in January 2006."
"Excellent and highly international attendance, as well as great satisfaction among Italian clients," was the impression of Alessandro Dal Zovo, of Cantine Sartori, who mentioned international interest from North America, Japan, Hong Kong, Great Britain and especially Germany. There were also excellent returns for Cantine Speri, in particular from the USA and Canada, as well as meetings scheduled in advance for this occasion with importers from Finland and Eastern Europe.
"Even though expectations were not exactly the best, attendance was balanced and on the rise. The news for us was more contacts with Scandinavian countries," said Angelo Valentini of Cantine Lungarotti, winner of the Vinitaly International Award 2005 for Italy.
"A great Vinitaly and, from an organizational point of view, one of the best ever," said Anna Abbona of Marchesi di Barolo, in confirming many new contacts, especially with Russian, Hungarian and Chinese importers. On the other hand, Fausto Peratoner of Cantine La Vis, highlighted a growth in interest by operators from Germany, Britain and North European countries in general, as well as from Japan, Russia and, totally unexpectedly, from New Zealand distributors.
"(There were) good contacts, many enthusiastic and well-informed young owners of wine bars and wine stores . There was also particular attention on the part of organized distribution," said Marco Caprai, the Umbrian producer of Sagrantino.
In any case , the 39th annual Vinitaly highlighted the fact that the wine world is experiencing a transitional period, which suggests that the international markets will see structural and strategic changes over the next few years. The Italian Flavor Consortium® taps into such a market situation perfectly, making it easier for foreign importers, distributors and retailers to access, taste and purchase Italian quality wines and specialty food products, such as the exclusive and totally new Brunello di Montacino jelly condiment.
"There are many signs of market recovery,” said President Castelletti, "confirming signals presented by Agricultural Minister Gianni Alemanno during the opening day of the fair.”
Many exhibitors reconfirmed their positions, others established new contacts, or personally consolidated relationships already set in motion beforehand with international operators. Some met many Americans and others very few; not all pavilions were visited by German operators; others had personal meetings with Russian, Chinese or Japanese distributors; while others still had no new contacts, as always happens when major changes are underway.
The emerging countries still seem more of a potential rather than actual markets but, on the other hand, there is growing interest by countries in Northern Europe, although a true wine culture still needs to be established there.
Small companies were perhaps more satisfied than larger ones, especially those who were able to foresee new trends that are now evident among consumers. The new wine consumer is now interested in much more than just drinking generic wines.
The wines of Franciacorta, for instance, are enjoying ongoing growth of popularity and are an excellent example.
"We are reaping the results of promotional investments made over the years," says Adriano Baffelli, director of the Franciacorta Consortium, "which contributed to giving our products the strong identification with the territory that is now very much appreciated (by consumers)."
The varied expectations of Vinitaly's exhibitors were largely met. There are those who experience it as a showcase, others who see it as a chance to meet established clients and still others who appreciate the contact with the public at large.
Those who invest money in such an event, however, feel the need to receive something more in terms of services and results every year. This is why the improvements implemented this year by the Show Organizers were widely appreciated.
| Source: Servizio Stampa Veronafiere |
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