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A WELCOME TO VERONA FOR LOVE OF ITALIAN WINE
The presence of foreign buyers at Vinitaly , from 25 to 28 March in Verona, is a tribute to Italian wines and an indication of the keen interest shown in them as truly outstanding products that appear not to have been affected by the crisis.
130 operators have been invited from 30 different countries to what is already acknowledged as one the most important events dedicated to this precious beverage in Europe, and a full series of bilateral meetings with Italian companies has been arranged for them. This is a means to consolidate the Italian presence in strategic and mature markets, such as the United States, to develop market shares in emerging and BRICS countries (Brazil, Russia, India, China and South Africa) and to affirm the Vinitaly brand as a tool for internationalising Italian wine companies.
The latest figures for November 2011 show that Italian wine exports have grown by an overall 12.8% (with an export value that has reached €483 million), almost double the overall growth rate for Made in Italy products. Although a 10.3% growth has been achieved in the area of Europe, the 16.2% recorded in non-European markets is even more gratifying. In Europe, there has been an increase in demand for Italian wines in Sweden and the Netherlands, but the greatest surprises have occurred at an international level: the best market, in terms of growth, seems in fact to be Brazil, followed by China and Japan.
These figures will be taken into account for the arrival of the foreign operators at Vinitaly, which in addition to providing an opportunity for yet another love affair with Verona (as the organisers claim, referring to the well-known association of the city with Romeo and Juliet) will also be a perfect occasion to conduct business. The best Italian labels will in fact be available and ready to be “tested” in glasses, and if any of them should make a greater impact than the others, the right people to talk to can be found without too much difficulty.
It will be possible to simply buy good bottles of white, red or rosé or to make arrangements on a broader scale and establish profitable medium and long-term trade relations and synergies. Without doubt, all eyes will be focused on the amber shades and iridescent red reflections of the wines, without neglecting taste and bouquet, which transmit the deepest values preserved in each bottle from the glass.
This will certainly be true for the buyers from Canada’s Ontario Liquor Control Board, the most important wine purchaser in the world: much is expected of their visit, which is considered one of the most important. Italy is in fact Canada’s first choice for foreign wines; therefore the meetings between the most important Italian companies and those of Canada could be particularly useful for consolidating existing trade agreements and further increasing the established market share.