NEW CHAPTER IN TOCAI SAGA: AFTER HAVING LOST EUROPEAN BATTLE, ALTERNATIVE DENOMINATION “FRIULANO” IS NOW ALSO AT RISK. THE ODYSSEY OF ONE OF THE MOST POPULAR ITALIAN WINES CONTINUES. ILLY PRESIDENT PROPOSES NEW NAME - “BLANC FURLAN”

It continues to be an uphill struggle for Tocai. After having lost the battle with Hungary over the contested name, it now risks losing the alternative denomination “Friulano”. It is an odyssey that does not seem to end for one of the most renowned white wines of northern Italy, counting over 1500 hectares of vineyards. This is the latest episode in the series of problems related to the measures that have forced the ex-Tocai to take on a new name by January 2007 as mandated by the courts of the European Union.
Regional councilor for Agriculture, Enzo Marsilio, will be meeting with Giuseppe Ambrosio of the Agriculture Ministry to discuss the next step: “we are doing a test on the markets to understand reactions to the new name and simultaneously verify controls connected with the discipline”.
The name Friulano, in fact, is already used in other denominations, like the Verduzzo Friulano, and the use of this adjective for the ex-Tocai could create problems for the other denominations of the region. On the other hand, if Friulano was used it would greatly reduce the amount of time (usually about a year) that it takes to accept a new name because the term is already used in reference to Tocai and, technically, the change would only be considered a modification, not a new denomination. In the meantime, while waiting for the decision to become official, agricultural representatives and Friulan producers have decided to go ahead with a promotional campaign for the name “Friulano”, set to cost 5 million euros over the next three years.
Reigniting hopes, however, for an even better solution for Tocai, Riccardo Illy, president of Illy coffee, has come up with another possible name for the wine: “Blanc Furlan”. According to ERSA president, Josef Parente, he is confident that Illy knows better than anyone what the market wants: “I have to admit that between the two alternatives “Friulano” and “Blanc Furlan”, the second name is more adapted to a wine that can be considered indigenous by using an indigenous language. This way, in fact, there is the perception that it is a white wine and that it is a wine from Friuli, which has a production quantity of no higher than 3 million bottles. This is reason alone to turn an indigenous product into a niche product. As opposed to the name “Friulano” which does not inspire uniqueness but seems anonymous and unimaginative”.
Gianni Menotti, head of the Villa Russiz estate, agrees with Parente: “we have at this point reached the final decision for the future name of our Tocai Friulano, though we may still have a slight chance that the original name may remain. I believe, however, that the proposal by Illy to call it “Blanc Furlan” is very interesting because it also invokes a bit of the history of our land and the great white wines of the world. As well, some can also call it just “Blanc” which is easy to pronounce in any language. A great idea, I am sure of it”.
Silvano Stefanutti, another member of Villa Russiz, and president of the Cerruti Institute, also agrees with Illy’s proposal. “The wine growing economy of Friuli needs an immediate response. I am convinced that Blanc Furlan will be appreciated by many because it represents the exegesis of our uniqueness and tradition”.