The USA wine lover is won over through the heart
Getting a lesson from “Balzac” the producers of Brunello, Chianti Classico, Prosecco and Vino Nobile to face the largest and most competitive market in the world.
Seen for you by Donatella Cinelli Colombini – chronicle of the mission to New York
New York: the seminary is a spectacular place: Apella a building looking over the Hudson river where every
Apella - New York - Workshop regarding the American market with Balzac
architectural element and furnishing is by great architects
The seminary regarding the American market is held by the communication and events society Balzac, one of the best in USA where Paul the owner organized courses in the most prestigious university for wine lovers, Davis.
In the American market there are 100.000 types of wine on sale and of these 5.000 (of which 1.000 Italian wines) have obtains ratings above 90/100inl “Wine Spectator” . It is understandable that it is a crowded market where the importers have difficulty in selling the wines that they already have in their portfolio. This makes thing s difficult for those wishing to begin exporting.
Apella - New York - Stefano Campatelli - in one of the design lounges in USA for Italian wines
But who are the buyers on this market? They must be divided in 6 categories:
– Those who are indifferent
– those who are satisfied, not greatly attracted by wine
-the traditionalists, these too are not very interested
-the aware, who rarely choose wines with the best rapport quality price
– the obsessed , who know everything but rarely buy anything
– the enthusiasts who hold 65% of the market, have a social life, drink wine mostly at home, have buying possibility.
Among them there are 70 million Millennials or rather the young people who have a new approach towards a meal. Multiethnic, curious, not very conventional. Often in their homes you will find buffets with Chinese food, Indian, pizza and next to it a table with Alsazian wines together with Argentinean Merlots and maybe a Tuscan red. In other word they don’t want to know everything about wine , they just want to enjoy it.
Among the Millennials it’s the over 25’s who drink more wine. They are the least faithful consumers but very active on social networks and choose more refined and expensive wines.
This is the public that must be won over and Paul says: it’s done by getting people to fall in love with the history behind every bottle , making them part of the passion and the life of those who make wine.
<<Enough wine making lessons, or chemistry lessons, which are all very similar one to the other, tell people what you
Apella - New York - entrance
do, in your wineries and in your bottles, something unique>>
We go away convinced that he is right, and the evening concludes with us all together in a typical American restaurant with Jazz and basket match on TV, we the Brunello di Montalcino producers together with the colleagues from Nobile di Montepulciano, Chianti Classico and Prosecco. This I might call “wine making coalition” out to conquer the world.