I live most of the time of my life traveling. I have the opportunity to visit international markets, to meet wine costumers and professionals with different mental approach to wine and consumption attitudes.
The global market situation
In the last decade we have faced with an evolving global situation, changes have taken place at a triple rate compared to the past.
Even importers themselves, who know the markets, often need to struggle to interpret and manage constant changes. This is the main reason why today’s wine companies have set a much steadier market presence.
Being a Valpolicella wine maker surely allows me to enjoy a still fortunately optimistic vision, but I cannot deny that today’s wine markets have become increasingly complex because consumers are far more unfaithful than the past and because competition in general (both Italian and international) is increasingly widespread and aggressive.
Building effective relationships is the strength of business
Nowadays all importers (but also national buyers) have realized that the strength of their business is directly proportional to their ability to have important and constructive relationships. And this is a job that can only be done “together” with their business partners, it can not be delegated as in the past. In the construction of effective and lasting relationships role and abilities of the human resources (your representatives) are fundamental. It is also very important to understand that we can not pursue all markets: for example, we have decided to invest especially in the “ready” markets, in order to consolidate our presence.
Consumers remain the true protagonists, the drivers of all changes. For example, they have revolutionized restaurant world. They have demonstrated to appreciate more and more gourmet pizzerias, or more original and quality bistros, not starred restaurant as in the past.
Today it has become very difficult to know who are the new influencers in the different wine markets. We are fully aware of the decreasing value of the traditional winemaking criticism, but we have not yet understood how to build, manage our reputation effectively with the available new tools and interlocutors. We are aware, for example, of the key role of social media, but we know very little about how to use them best, with what content, which languages, and above all what target we want to address.
The strongest concern in Italy remains bureaucracy: we are overwhelmed with documentation that we are obliged to produce for the various calls (ocm wine, psr, etc.) that we want to use.