AFTER THE “PREVIEW” OF THE TUSCANS, THE PRESENT IS CONTRASTING WITH RAYS OF LIGHT SHOWING A POSITIVE SIGNAL FOR THE FUTURE OF ITALIAN WINES. EXPORTS REMAIN THE CRITICAL POINT, U.S.A. FIRST.

The Tuscan “Previews” are over and now it’s time to take stock of the market of Italian wines, of which Chianti Classico, Brunello of Montalcino and Nobile of Montepulciano are excellent evidence. With domestic consumption at an historical standstill, the critical point remains exports, particularly to the United States, which is the target market of the wine world.

The news from the U.S.A. regarding Italian wines is contrasting. Wines under $20 and over $100, are enjoying a new boost. The range between these two extremes, however, which is the bulk of Italian wine labels, is having a very difficult time. To make it even harder for the big picture then, there is the disadvantage of the exchange rate and the strong competition from New World wines. Yet, the outlook in the U.S. is positive, as Professor Attilio Scienza stated recently in the States for “English Wine Week”. “It is a difficult situation, but many producers are talking about a renewed interest in quality wine; in particular, Italian.
Price is always the key variable, especially when there are global offers at low prices, as in the case of Chile, Argentina or Australia.
These countries produce varietals of which there are basically 5 kinds,” explains Scienza, “Italy has a secret weapon in its native varieties and denominations. Italian wine producers rely on refined and precise winemaking techniques, and price. We can give more: culture, history, communication, which is what the U.S. wine consumer is looking for rather than just wine as a beverage. As always, America anticipates European behavior and if it follows the lead this time, there is hope for the resumption of Italian wine in the world”.
“English Wine Week” saw three Tuscan names together (with Prosecco), and some people would like to see this cohesion even for the ”Previews”, where wine excels, as an all-inclusive single event in Florence, organized together with the Region of Tuscany.