The virtual wine grapevine is the major instrument for the growth of wine tourism. Up until 2013 it was a human chain mouth to ear, today the viral action that takes place on the web among wine lovers who publish images of their visit and comment the experience, wine bloggers who write posts that then get shared … A procedure that must be cared for and fed and in so doing you create a community with whom there is a daily dialogue. One of the most efficient instruments for this scope is the creation of a newsletter to be sent via internet every 15 days always the same day and time) to those who have visited the winery or who have made contact through the web site. It should contain offers reserved for faithful clients (events, special releases) ..the next few appointments and some news. The client becomes a friend –follower and is regularly updated with what is happening on the estate, so as to become aware of the daily goings on. The newsletter is also useful to sell courses, tastings, shopping to a particularly attentive and faithful clientele.
Obviously the mother of all news is the blog or the news section in the web site. Many wineries have a blog but only Marilena Barbera, of the Sicilian Barbera wineries has been able to get into the first positions in the international ratings as wine blogger. Each producer has their own style. There are those like myself who write about everything that makes me curious even out of the estate and then there are those who rigorously write only about their own wines and tourism proposals. All techniques are right if they bring visibility and clients.
Among the cities where they drink more wine in the world 3 are Italians: Milan, Naples and Rome. Milan is in 4th position overall with 301 million bottles. Naples surprisingly beats Rome with 188 million bottles and places 8th in the world, while the Eternal City stops at 177 million bottles. The real surprise comes by comparing these numbers with the inhabitants and tourists for each city. In fact Rome is definitely the most densely populated among them, with over 8,5 million people, while Milan doesn’t reach 1,5 million and Naples is under 1 million.
To that we need to add the tourists, notoriously big fans of Italian cuisine, that gladly indulge in wine tastings and shopping, to the point where one out of two usually goes home with an Italian bottle in their luggage.
In the ranking of the most visited Italian cities, Rome (with 8.780 million arrivals)
Naples is the city that “drinks” more wine in Italy
dominates over Milan (6.050.000) that gets second place and we find Naples only in 9th place. So, overall, the study carried out by the Isneec Wine & Spirit Insitute business school on the data collected by OIV leaves us a little perplexed.
It reminds us of the study carried out a few years ago on the “Nations with the highest wine consumption per person”, that saw on the first place of the ranking the Vatican City, unleashing the most blasphemous comments on the usage of wine during Mass. Actually, at least in that case, the ratio between the 800 residents and the tourists’ wine consumption easily explained the statistics. Read more…
The starting point is a brief article by Andrea Gori who comments positively the choices made by Airlines regarding wines << it is really difficult, at least in first class and business class, to not find specialities that have great value>>. In fact to capture and render faithful the frequent flyers it is necessary to also offer them wine experiences which gratify them and surprise them especially during long transatlantic flights.
Lufthansa and Air France have asked advice of two world champion sommeliers: Markus Del Monego, winner in 1998 and Olivier Poussier, winner in 2000, who will create for the Airlines some onboard cabinets, where the contents will be changed every couple of months. The German airlines keep an eye on trends and specialized press opinions, then they select the bottles though a blind tasting so as not to influence the opinion of the tasters with brand name or appellation. The wines apt for consumption while on board must have low acidity or very soft tannins. Those with a slight residual sugar level are fine, as those with high alcohol content, as these two elements are not at all perceived whilst in flight. Criteria which correspond to the requests of the very clever Andrea Gori <<fresh young wines that are very intense in taste and in the aroma>>.
Men spend more and choose the wine at a restaurant, women are more careful of prices and buy mostly at the supermarket Read for you buy Donatella Cinelli Colombini
Ant wine and grasshopper wine
The survey is by WineNews who, for Vinitaly, every year proposes news regarding the gender diversities in wine consumption. It was just this Alessandro Regoli’s blog that in 2010 revealed that men find sexy those women who know how to taste wine.
Here is the 2014 novelty: the buying profiles, “ant “ for women” and “grasshopper” for men just as in Aesop’s fable. He spends while she is careful. She fills the trolley at the supermarket buying mostly wine for daily consumption (85% of cases) while he buys more expensive bottles for special occasions (92%) which he gets in wine stores. This information confirms the statics from the market research societies, who say that women shops for wine practically only in department stores (74%) Read more…
Knight Frank is the largest independent estate agents in the world with 330 offices and 12.000 properties on sale. But most of all it is a formidable consulting and information office. They like vineyards and wineries very much. That type of business Knight Frank keeps a constant eye on, and is summarized in a report published on January 7th last: •Vineyards are considered a good investment all over the world • Mendozaand Tuscany have had the major increases in value in 2013 with 25% and 20% (music to my ears) • The Spanish vineyards have registered the major decrease with 20% since 2000, the Italians with 15,3% and the French with 11,8% • The extension of vineyards in New Zealand and China has increased by 164 % and by 90 % during the last 12 years. In December Knight Frank published its “Global Vineyard Index 2013” a type of report regarding the value of wineries with a surface of less than 5 hectares. Its estimates, brought to us by WineNews, are very very interesting. The highest prices are in Bordeauxfor vineyards of Merlot, Cabernet, Sauvignon and Semillon in properties with traditional stone buildings, which have been renovated and with swimming pools. The values varies between 20.500 to 2.500.000 dollars per hectare and has decreased by 4% since last year. Studying the report one understands how these most sought after properties are those where together with the vineyards there is also a historic building to be used as a holiday home. Evidently the attraction for wine is entwined with the desire of a lifestyle where there is contact with nature, where many friends can come and visit. Read more…