A GREAT MOMENT FOR ITALIAN WINE ON THE AMERICAN MARKET. IT IS THE FIRST CHOICE FOR ACCOMPANYING MEALS IN THE WORLD OF FINE DINING… CHIANTI CLASSICO HAS THE MOST APPEAL. THE MOST REQUESTED PINOT GRIGIO IS SANTA MARGHERITA

The interest that the American market has in Italian wine cannot be denied. Exports continue to increase: in the first eight months of 2007, it reached 1.54 million hectoliters, worth 739.4 million dollars (a 10.5% increase in quantity and almost 9% in value).
And, now, another confirmation has arrived from the USA Road Show by Vinitaly (an increasingly important promotional tool for Italian wine around the world), with a confirmation of the power of attraction of Italian labels on “millennians”, or the younger generation of consumers. These youngsters are decidedly the newest and most important target because they are showing a notable increase in consumption rates (+40% in 2006). 32% of wine is consumed by “millenians” (most of which is imported wine), compared to 12% by all other age groups. A consumption which also includes that in restaurants, where 30% of wine in the U.S. is consumed.

”Italian wine” – declared Celestino Drago, who is the owner of 10 restaurants in Los Angeles, among which, l’Enoteca, considered one of the five best Italian restaurants in the city – “is the preferred choice among the young and women”. And, in order to further promote awareness of the great variety of “Made in Italy” wines, Drago offers the consumption of small quantities of wine in order to be able to taste up to eight different wines with a meal.

But they are not only the “millenians” who prefer Italian wine when out dining. In 2006, Italian wines topped the list of most requested wines in restaurants (far surpassing France) in the U.S. In fact, according to a Wine & Spirits magazine poll (18th edition), more than 15 times out of 100 (15.2%) a bottle of Italian wine is chosen, while French wines do not even reach 15%. And there is another interesting fact to make note of. It does not appear to be only the competitive edge in terms of price that attracts consumers to Italian wines. The list of high end Italian wines that are popular in the U.S. is very long, including 33 wineries with 56 different labels (whereas France only has 33 labels, Spain merely 20, Australia, 10, Argentina, 9, and Chile with only 7).

“Both clients and sommelier” – explained Christie Duffault of Quinte in San Francisco – “perceive a certain predisposition of Italian wines to happily join with food”.
Italian wines have also received the highest score, taking first place with 147 points, followed by Australia with 113 points, and France trailing with only 51 points. Chianti has confirmed its appeal among American consumers, reaching a 12.5% favor rating, followed by Pinot Grigio from the Alto Adige (10.3%), Barolo and Barbaresco 85.4%), Pinot Grigio from Friuli (4.8%) and Brunello (3.4%).

”The Barolos” – stated Nelson Daquip of Cantis in Seattle – “sell because they are wines with an extraordinary structure. The flavors are authentic expressions of their origins and seem to capture the spirit of the region itself”.

White wines from northern Italy are also doing well because of their modern, fresh, clean and dry style. Among the 17 most requested Pinot Grigio in the U.S., 12 are of Italian origin, with Santa Margherita from the Alto Adige being the number one choice for the twelfth year in a row, receiving 147 points, far ahead of the closest rival of the sector at 44 points.
Coldiretti: “The Strength of the Euro does not stop the ‘Made in Italy’ Boom”

According to Italian agricultural union, Coldiretti, not even the strength of the euro compared to the U.S. dollar has stopped the success of “Made in Italy” wines, which has registered a 12% increase in value world wide. This growth includes continents all over the world, with more specific growth rates ranging from 6% in the United States and 14% in the European Union (the two most important markets), according to ISTAT data for the first seven months of 2007.

”The increase in this rate” – explained Coldiretti – “has also been due to exports to emerging markets, with an increase of 6% in Japan, 7% in China, and 20% in India, where quantities still remain contained. Italy has conquered the leadership in its value for foreign wines on the U.S. market, ahead of Australia and France, proving the fact that the strength of the euro on international markets has not stopped production exports like wine, which has invested in quality and territorial identity. It is a positive trend, with Italian wine taking almost one third of the entire foreign wine sector in the United States”.