These are the 5 words most associated with Italian wines in USA. What is evident is the presence of Tuscany and Chianti
This news comes from the report by “Wine Opinions Vinitaly Survey” and has been commented on excellently by Wine Meridian. In decreasing order there is a first group of words which includes Chianti, Toscana, Sangiovese, Barolo, Rosso and Dry followed by a second list of terms, that regard mostly the sensations that come from wine: Earthy , Prosecco, Food, Fruity , Robust, Diversity .
Here is first thought on the word Chianti that demonstrates how the effort to communicate Classico, selezione, superiore …. Has only been successful with those who work in wine while the public still gets confused … like when we say Bordeaux
and put all together the Premier Cru and the vin de pays, Margaux and the les Graves.
That there is this difference between the perception of wine lover and the general public is evident from the comparison of this list and the most frequent appellations written about by the International press shown by Regione Toscana at the inauguration of the Anteprime 2017. Brunello was on top of the list before Chianti and Chianti Classico. While in the “Wine Opinion Vinitaly Survey” the prestigious red wine form Montalcino is stationed in a very peripheral position.
What surprises is the power of the group of terms including Chianti, Toscana, and Sangiovese which show a great penetration and an important and evocative force of the hills surrounding Florence. A presence in the collective imagination that probably is translated also into travel and weddings.
After a small number of better known appellations such as Chianti, Barolo, Prosecco, Brunello, Amarone and Barbera …. there is a void. To the question << have you very heard of … >>only 50% replied YES for the wines Fiano, Franciacorta, Greco di Tufo, Falanghina, Salice Salentino, Vin Santo and Aglianico while all the others end up in the limbo of the <<never heard of>>.
This survey emphasized the strong ties between Italian wine and food in the collective imagination of consumers. Our bottles are seen as << food friendly>>.A knot which should be investigated as Italian wine has been associated for decades with Italian restaurants and their emerging in the more qualified restaurant industry. At the same time in USA, sooner and with wider diffusion than the rest of the world, a new trend began of eating meals at different times and in different ways, mixing cuisines, and cultures that differed greatly. What remains to be understood is if the rapport between Italian wine and food depends on its excellent versatility and consequently the easy matching with multiethnic meals or on the success of the “made in Italy” trademark connected to the work done on the IGP brands and to phenomena such as Eataly.