BACK TO THE BEGINNING WHEN GLOBAL MARKETS ARE THE TREND: GANCIA, HOME OF THE CLASSIC ITALIAN METHOD, IS CONCENTRATING ALL EFFORTS ON PIEDMONT SPARKLING WINES – ASTI, MOSCATO DOCG, ALTA LANGA. WINENEWS INTERVIEWED CEO PAOLO FONTANA

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Returning to its origins when global markets are the trend. Gancia, home of the classic Italian method, is concentrating all efforts on the Piedmont sparkling wines - Asti, Moscato DOCG, Alta Langa, says the CEO Fontana



In times of global markets and increasingly distant horizons, rediscovering and reasserting identity, original values and the link with the territory is crucial in order to emerge on a market crowded with competitors and products. This is the new direction being taken by Gancia, one of the most prestigious and historic brands of Italian sparkling wine, which also boasts the parentage of the first classic Italian method that Carlo Gancia “created” in the mid - 1800’s.

Paolo Fontana, CEO of Gancia, delivered this message during the feast of the grape consultants, which each year reinforces the link between wineries and grape growers in the territory. “We have ended one phase and started another one,” he explains, “where refocusing on the historical vocation is key: the Gancia brand is more and more linked to the local products of the Moscato and Alta Langa territories, separate from activities related to wine. Gancia is a reference point in the industry and in the territory and is pursuing a process of repositioning to reaffirm a strong identity on wine as well as in its own territory. The Gancia identity is linked to the three pillars that are constants in its history: respect for rules and fairness on the market; territory, which guarantees quality and strength for promotion and innovation as a distinctive factor.
These values are guaranteed by the continual controls carried out by the family that allowed Gancia to become and remain today, compared to many other competitors in the industry, Ambassador of Italian and “Asti” quality in the world, as well as the recognized specialists of Moscato on an International level. The leadership of Moscato is not only quantitative but also qualitative: Gancia is the only company that has created a full range of 4 references (up to the top of the range) based on Muscat grapes”.

The market seems to be responding well: in 2010 Gancia had a positive margin after the decline between 2008 and 2009, and in the first months of 2011 the group has registered a 30% growth in foreign countries (especially Russia, the Far East and the U.S.) and a 10% growth on the Italian market, where it is returning to first place in volumes sold. This is a sign that the repositioning plan and focusing on the “bubbles” started over a year ago is bearing fruit.

Info: www.gancia.it