Switzerland: the Nation of Brunello lovers

Switzerland: the Nation of Brunello lovers

In Switzerland the ratio between the number of bottles sold, and the country’s population is the highest in the world, that is to say that the Swiss are the biggest fans of the Brunello wine in the world

 

For this reason the producers of Montalcino feel very at home in Zurich. Every 3 years the Brunello Consortiumorganizes an important tasting in Switzerland, and it has been a runaway success. In the work shop we had 40 wineries and their wines, this means 1/5 of the wine producers, and about 60% of the total Montalcino production. In the great hall we had 600 dedicated workers together with our Swiss fans. At the 2 seminars, which were conducted masterfully by Christian Eder, we had 160 important decision makers present. So pretty much a turnout which is almost double the number which attend a normal tasting organized by producers. The superb lunch, which was created for 40 guests, started with a multi-sensory experience crafted by Filippo Bartolotta. There were photos, music, detailed explanations, and of course the tasting of the Brunello wines all of which created a very evocative experience which surpassed the guest’s expectations.. Vinum, the most read wine magazine in Germany was a partner and co-organizer of the event.

The combination of Swiss efficiency and excellent bottles of Brunello 2006 and 2007 resulted in an even more successful event than the previous three

ventures into Switzerland for the marketing of the Brunello wines. This time we flew! The Helvetic nation is the third highest export market for our Brunello wines – after U.S.A and Germany – and imports 7% of our total production. Forty years ago it was the first foreign country to appreciate the quality of the Brunello wine and to introduce it into their haute cuisine. The Swiss were among the first tourists to visit the wine cellars of Montalcino, particularly inside the small cellars, which are family owned, and are still our loyal customers. In the Swiss market the Italian wines which are the most important are from the Piedmont area, the Amarone and of course the Brunello.

It is true that in a existing successful market, especially in this time of international crisis, there is very little incentive to introduce new untried wines.

Thank goodness! The Swiss therefore made a wise decision to invest in a major event in the financial heart of Zurich because we have already achieved a success beyond their expectations which has helped to consolidate a strong commercial partnership and give a very positive image of the Brunello wine. Indeed, if it is possible, it has maybe created even more interest in the wine than before .

reported for you by Donatella Cinelli Colombini