Tag Archives: Vinitaly

Wine & Vinitaly: without wine Italy would lose 1.1% of gdp and annual revenue for the country of 45.2 billion euros

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Taking wine out of the equation in Italy would be equivalent, in terms of GDP, to cancelling almost all Italian sport, including football. This claim was made by Veronafiere which, together with the Uiv-Vinitaly Observatory, presented the results of the project today on the eve of the 1st National Made in Italy Day at the start of the wine event: If you take away wine from Italy A plunge into a half empty glass.”

The project, conceived in the light of frequent attacks targeting the “national drink”, includes an economic impact analysis commissioned from Prometeia and a focus by the Uiv-Vinitaly Observatory on three of the many symbolic territories with wine-making drive: Barolo, Montalcino and Etna. The results of the impact analysis confirm and quantify the economic contribution assured by the sector: should the wine supply chain “disappear”, 303,000 people would have to find another job and the country would lose an asset capable of generating (from direct, indirect and allied impact) annual production worth 45.2 billion euros and added value of 17.4 billion euros. A shock for Italy & Co. equal to 1.1% of GDP (sport, according to estimates by Istituto Credito Sportivo, is worth 1.3%). In this day after context, we would lose an economic multiplier capable of generating a contribution of 2.4 euros of production (and 0.9 of added value) for every 1 euro of expenditure set in motion by the wine industry. Lastly, every 62,000 euros of value generated by the supply chain ensure one job.

Without wine, as can be seen from Prometeia’s analysis, the balance of trade of the agro-food sector would drop by 58% (from +12.3 to +5.1 billion euros in 2023), but even if the perimeter is widened beyond the food sector, it is very clear that Made in Italy would lose a vital factor for success. Last year, wine took second place in the positive balance of trade generated by Italian flag-bearers, behind jewellery/goldsmiths – which unlike wine benefited from a significant “price effect” – and ahead of leather goods, clothing, packaging machinery and footwear. Wine tourism makes a substantial contribution to the overall economic impact of the wine supply chain which, while making a marginal contribution to the tourist economy of large cities, is often fundamental (even over and above strictly economic aspects) for many small towns and rural communities with a wine-growing vocation. According to the findings of the Cities of Wine Association, ever year wine tourism involves around 15 million people (including travellers and excursionists) with daily budgets (124 euros) 13% higher than those of average tourists, for total expenditure of 2.6 billion euros. Starting from these data, the impact analysis highlights how losing this component would cause the loss of 15% of the overall added value generated by the wine supply chain.

These are the immediate, tangible economic impacts. In a closing section, Prometeia then analysed the global interest in Italian wine in qualitative terms through a web sentiment analysis. This highlighted from the search volumes over the last 12 months extracted from Google trends that wine – after pizza and pasta – ranks third in the world among the food products most associated with Made in Italy.

BAROLO, ETNA & MONTALCINO: THREE TERRITORIES SYMBOLISING ITALIAN WINE TRADITIONS

THE CONTRIBUTION IN LOCAL AREAS IS WORTH UP TO 10 TIMES THE VALUE OF THE BOTTLE

The slopes of a volcano, a medieval village and the most famous hills in Piedmont. Wine is the trait d’union between the Etna, Langhe and Montalcino areas – territories blessed by socio-economic development with a minimum common oenological denominator whereby every bottle of wine produced and consumed locally is capable of generating impact (direct, indirect and allied) that can be quantified as 117 euros per bottle for Montalcino, 109 euros for Barolo and 82 euros for Etna. A return of wealth into these area which, in just one year, corresponds to approximately 153, 131 and 123 million euros respectively – making them emblematic case studies of a multiplier effect attributable to a sector found all over Italy. The study carried out by the Uiv-Vinitaly Wine Observatory as part of the project “If you take wine away from Italy. A plunge into a half empty glass” was presented at the Veronafiere Show on the eve of the National Made in Italy Day. Montalcino, Barolo and Etna stand out not only for average prices per hectare and production yields well above regional values: in the last decade they have also managed to ensure higher growth in per capita income, by generating work and employment.

Inasmuch, in the Tuscan village where one hectare of Brunello vineyard is worth almost 8 times an equal plot in other parts of Tuscany (1 million euros compared to 129 thousand), the per capita income is much higher than the regional average and has grown over the last 10 years by 37.9%, compared to a national average of 11.1%. This is also seen in the Barolo wine district (with the highest land value), where the average per capita income, applying the same values as Montalcino, has grown by 23.7%. The booster effect for Etna may be evident yet is still detectable, standing at 12.6% over the decade compared to the average in Sicily of 9.9%. It is precisely here, on the slopes of the volcano, that land values 5 times higher than the regional average have encouraged young generations to return to their grandparents’ fields, despite the difficulties of mountain wine-growing, with 2,000 hours of work per year for the bush-trained terraced hectares, for a total of 250,000 working days per year. This drive over the last 10 years has seen a 70% increase in vineyard areas (1,550 hectares, with average plots of less than one hectare for half the producers) and quadrupled bottled volumes (almost 6 million bottles in 2023).

These territories, with their pertinent protection consortia, have been able to identify in the virtuous relationship with wine – also a faithful guardian of the landscape against building and commercial speculation – an identifying vocation which finds its maximum (and most profitable) expression in wine tourism. According to the findings of the Uiv-Vinitaly Observatory, Montalcino – with just over 5,000 inhabitants and 16% of the workforce employed in the hospitality field – has around 80,000 official tourists – a huge flow met by more than 300 accommodation facilities and 3,000 bed places. The small town of Barolo – around 700 inhabitants – welcomes 20% of the 90,000 tourists who arrive in the area delimited by the Barolo DOCG regulations (11 towns), and has posted growth of 60% compared to pre-Covid values. In Etna, over and above the already magnetic charm of the volcano, wine has added a touch of masterly craftsmanship, helping to profile a more highly qualified and refined tourism, especially from abroad – so much so that today around 60% of the 150 companies in the wine supply chain also organise guided tours and tastings.

COMMENTS

Lollobrigida: “Italy without wine would be a poorer country.” Bricolo: “Wine helps create value even outside its own sector. It is a duty of Vinitaly to highlight these concepts.” Danese: “Wine is a component of the country’s identity. Vinitaly aims to be the global testimonial for Italian wine-making.”

The Minister of Agriculture and Food Sovereignty, Francesco Lollobrigida, added: “Wine is one of Italy’s most significant strategic products. This is also highlighted by the data in the Uiv-Vinitaly and Prometeia Observatory Reports which emphasise how the wine sector is such an important driving force for Made in Italy around the world. Events such as the OIV International Wine Conference, hosted this year in Franciacorta and Verona, not to mention Vinitaly, are useful opportunities for underlining how Italy is once again the beating heart of the entire European and global wine sector. Without wine, Italy would be a poorer nation, not only in cultural and environmental terms, but even on an economic level, since the wine sector is a strategic asset for employment and Italian exports. Wine is a valuable asset that must be protected in terms of its integrity and quality. Our task, alongside entrepreneurs, is to make it increasingly better and attractive. The Meloni Government immediately understood the importance of this sector and associated supply chains. This why it stands at the centre of its agenda, to promote it and make it increasingly competitive and recognizable around the world. This the right way ahead and for this reason we will continue in this direction.”

Federico Bricolo, President of VeronaFiere, said: “Thinking about an Italy without wine was not a simple undertaking, not the least numbers alone are not enough to demonstrate the damage of a hypothetical loss of a part of Italy’s DNA. Yet we were determined to turn on the spotlights, not the least on the occasion of the National Made in Italy Day, because wine is a socio-economic heritage that must be defended and protected. This is demonstrated by the focus on flagship denominations – Barolo, Etna and Montalcino – which like many others confirm the extent to which a wine-driven economy is capable of generating value even outside its immediate sector. By way of example, wine leads the way for all other agro-food products: as highlighted by the research, every percentage point of growth achieved by wine on a new market corresponds, two years later, to a similar growth for other food products. Vinitaly acknowledged its duty to reiterate these concepts on behalf of a supply chain that has placed its trust in its reference fair right from the outset.”

Maurizio Danese, Managing Director of Veronafiere, said: “The impact study we presented today clearly demonstrates that wine is a fundamental resource for the Country System: calculating in terms of subtraction, without wine Italy would not lose ‘only’ 1.1% of its GDP. Since the “value” of wine is much greater than its economic contribution: wine is part of Italy’s identity and is perceived as such abroad. An intangible yet equally qualifying asset of the Italian lifestyle and its values to which Vinitaly seeks to promote by being a sounding board. Vinitaly helps drive for the business of companies around the world yet also seeks to be a global testimonial of wine, its rural territories and culture, as symbolic elements of Made in Italy”.

Marcella Caimi

VINITALY 2015: MORE INTERNATIONAL BUYERS THAN EVER

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150,000 visitors. More than 2,600 journalists from 46 countries. Revival on the domestic market with Horeca and retail operators.

Vinitaly2015_FotoEnnevi_255A7192_20150322The whole world at Vinitaly, with professionals from 140 countries – 20 up compared to 2014. “The result achieves the goal that we h:ad set ourselves. Thanks to an increase of 34% in investments dedicated to incoming promotions and cooperation with the Ministry of Economic Development, the Italian Trade Agency-ICE and the Ministry for Agricultural, Food and Forestry Policies, we further boosted the already high involvement of foreign buyers,” said Ettore Riello, President of Veronafiere.

Total visitors came to about 150,000, but compared to the past there were more from the Far East, especially Thailand, Vietnam, Singapore and Malaysia. Mexico and Africa also grew, with interesting new entries such as Cameroon and Mozambique. Even North Africa performed well, with a recovery by of Egypt, Tunisia and Morocco both for wine and olive oil at Sol&Agrifood.

“The huge US and Canadian markets alone account for 20% of international visitors totalling 55,000 people. German-speaking countries – Germany, Switzerland, Austria – confirmed their status as the most important with 25% of overall attendance; the United Kingdom took third place with 10%, followed in numerical terms by buyers from Scandinavian countries and Benelux,” said Giovanni Mantovani, CEO & Director General. We have seen considerable satisfaction among exhibitors as regards Vinitaly’s capacity year and year to improve the number of foreign buyers and the quality of visitors, maintaining a high number of contacts, so much so that several leading private-sector companies have already signed three-year renewals for coming editions.”

This is also thanks to new visitor profiling system adopted this year, with further refinement of visitor target selection and registration of all persons entering the show: this will create a database of extraordinary value for future marketing initiatives and international development.

The top ten countries saw impressive growth by France, ahead of Japan, while China, Hong Kong and Taiwan took eighth place. Russia came in ninth, the only country going against trends – the outcome of the current difficult geopolitical situation. The list closes with Brazil in tenth place.
Attendance from other European Union countries also improved, in particular from Poland and Romania.

This edition of Vinitaly also saw the return of a degree of optimism on the domestic market, with operators arriving from all over Italy.
The event was attended by more than 2,600 journalists from 46 countries.

Massimo Paccagnella

 

Photo Credits: Vinitaly 2015 – Foto Ennevi

Vinitaly 2015, a model for wine promotion between business and product culture #business #vinitaly #wine #italy

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 «Today we can present a fundamental appointment for the Italian system since Vinitaly represents the entirety of Italy’s wine experience all over the world. Verona will provide an occasion to take stock of what has been done by the Government to simplify bureaucracy and promote the internationalisation of companies, as well as to launch new objectives going beyond Expo 2015, including the consolidated law on wine, with a focus on reorganization of the sector».
The press conference presenting the 49th Vinitaly (22-25 March 2015) held yesterday in Rome at the Auditorium Via Veneto so heard Agriculture Minister Maurizio Martina re-launch the Government’s commitment to support Italian wine and the validity of the collaboration with Veronafiere to implement economic development policies and promote Made in Italy on international markets.
«We are aware of the role acknowledged to us by companies and institutions», – said Ettore Riello, President of Veronafiere, – «as a platform of services for business internationalisation. It is with this commitment that we are working to achieve the goal launched last year by Prime Minister Matteo Renzi during his visit to Vinitaly to increase wine exports by 50% by 2020».
«In keeping with the b2b identity of the exhibition,» explained Giovanni Mantovani, CEO & Director General of Veronafiere, «Vinitaly 2015 will bring to fruition the intense incoming activities we have created and enhanced with the important support of the Ministry for Economic Development and the Italian Trade Agency–ICE – as well as the Ministry of Agriculture. Joining forces in this way has enabled us to involve buyers and delegations of selected operators from around the world, with an increase of 34% in the financial investment compared to last year»
2014 was a difficult year for various international situations but the sentiment of companies is positive – as emerges from a Vinitaly survey involving 30 of Italy’s most important wine realities. This is a “scientifically unrepresentative” but undoubtedly significant panel in terms of business dynamism and overall turnover coming to approximately 2 billion euros. It appears that 2014 saw growth in revenue by Italian wine cellars of 5% compared to 2013 and, importantly, 55% expresses confidence for 2015; 35% in these first two months of the year has already achieved positive feedback and 5% envisage a very positive year. «We have learnt that it is difficult to make forecasts in times such as these and that numbers change quickly, especially in the light of sudden and unpredictable changes in international geo-political frameworks that can have direct effects on the sector, yet there is no doubt,» as Mantovani concluded, that the Italian wine sector is highlighting all its liveliness and capacity for growth».
vinitaly2
The 49th Vinitaly has been specifically designed to help producers and operators expand currently emerging opportunities and also create new ones. B2b meetings have been organised between buyers, guest delegations and exhibitors within the scope of the International Buyers Lounge. A major convention – requested by tutelage consortia, wine-makers and other realities in the sector – will analyse ITTP talks (Transatlantic Trade and Investment Partnership with the United States). This will be joined by focus meetings discussing Hong Kong, China, USA, Russia, Brazil and Australia.
Confidence in the quality of initiatives at Vinitaly is confirmed by figures consolidating attendance by more than 4,000 exhibitors and display area bookings of more than 91,000 square metres – which leap to 100,000 with Sol&Agrifood and Enolitech, respectively the quality agro-food event (with the section dedicated to olive oil organised in collaboration with Unaprol) and the technical show for wine and olive oil production systems scheduled at the same time.
Major events during Vinitaly include OperaWine scheduled on 21 March in collaboration with the authoritative American magazine Wine Spectator and, 16-20 March in Verona, the first certification course for specialists in Italian wine. This is an innovative initiative set in motion by VIA-Vinitaly International Academy (the Vinitaly International educational project with the scientific direction of Ian D’Agata), which, after a final exam, will issue two types of certificate: Italian Wine Ambassador (IWA) and Italian Wine Expert (IWE). Fifty highly professional candidates from the sector (managers of several major international hotel chains, journalists, Masters of Wine) will take part from China, United States, Australia, Austria, Brazil, Canada, Korea, France, Germany, Hong Kong, Netherlands, Russia, Singapore, United Kingdom and Ukraine. VIA is also organising three Master Classes+ during Vinitaly, not only involving Italian wines. Collaboration with Ismea includes a convention on craft wines, another great wealth in Italian wine-making.
Vinitaly will also host the official presentation of Vino – A taste of Italy – the Wine Pavilion set up inside the Italy Pavilion at the Universal Exposition in Milan, organized by Veronafiere-Vinitaly on the invitation of the Ministry of Agriculture, Padiglione Italia and Expo 2015 SpA. «I am indeed extremely grateful for the work carried out by Veronafiere.» – said Minister Martina at the end of the Press Conference, – «as well as its efforts as the country prepares for Expo 2015».
Antonio Gala
 

 

VINITALY 2013, A GREAT SUCCES WITH +6% OF VISITORS

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Vinitaly closed the doors with attendance of 148,000 visitors as +6% (53,000 international). Vinitaly 2013 strengthened its position as the leading international wine business exhibition. Top quality operators during the four-day event in Verona were able to contact more than 4,200 exhibitors from over 20 countries.

vinitaly 2 038The upward trend was evident right from the first day – and final facts and figures clearly confirm this impression.
“We achieved attendance of 148 thousand people, including 53 thousand international from XX countries: this is an important result for one of the major ‘Made in Italy’ sectors – one that still drives the country’s balance of trade as well as providing employment and income in local areas as well as holding high the image of Italy world-wide. A 6% increase in the total visitors rewards more than 4,200 exhibitors from more than 20 countries investing in Vinitaly, thereby clearly acknowledging the international centrality of the exhibition,” said the President of Veronafiere, Ettore Riello. 


“This increase of 10% in international involvement over 2012,” added Giovanni Mantovani, CEO & Director General of Veronafiere, “was equally accompanied by the high quality of visitors. Visitors increasingly include specialised international operators and buyers not only from traditional markets but also from emerging countries, where there is growing interest in Italian wine, such as China and Russia.”
Even more journalists attended the event: 2,643 from 47 countries compared to 2,494 from 42 nations in 2012. 

The international market


A fundamental contribution to such success was the incoming promotional activity implemented Veronafiere through Vinitaly International and its representatives in 60 countries, which made it possible to welcome trade delegations from all continents to Verona, as well as the agreement with ICE – the Italian Agency for International Promotion and Internationalisation of Italian Companies.
OperaWine is one of these events: while dedicated to foreign buyers, it also has a strongly focus on the US market thanks to collaboration Wine Spectator. Moreover, three focus events were dedicated to China this year alongside attendance at the show by an official delegation from the Ministry of Commerce of the People’s Republic of China.
Already a showcase for wine all over the world, with OperaWineExpo Vinitaly in Verona will also become the most important wine event in the calendar of scheduled events in Italy for the Milan Expo in 2015, thanks to understanding defined with Giuseppe Sala, CEO of Expo 2015.

During the event, Sace ( the organisation for the development, competitiveness and internationalisation of Italian companies ) presented the latest export report and the guide to high-potential markets 2013-2016 for the wine sector, with a focus on the Veneto. Simest and its CEO Massimo D’Aiuto, on the other hand, outlined a project for promoting Italian “Moscato” wine on foreign markets.
Vinitaly was also the location chosen by Unicredit, Coldiretti, Cia and Confagricoltura to sign the agreement ensuring the support for the wine sector and the presentation of “UniCredit International for Wine” – a project that provides wine-sector SMEs a dedicated series of services to support exports.

The 2014 edition is already firmly in mind (scheduled 6-9 April): it will welcome the debut of VinitalyBio, a new section of the exhibition dedicated to certified organic wines organised in partnership with FederBio.

Henry Borzi