THE FUTURE OF WINE IS LINKED TO COMMUNICATION AND TRAINING: THIS IS WHAT EMERGED FROM THE ROUND TABLE "WINE, ART AND CULTURE MADE IN ITALY" BY BIBENDA. TRADE MARKETING AND EDUCATION, ACCORDING TO ALBERTO MATTIACCI AND GIOVANNI NEGRI

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"The battle for the growth of the wine culture should be moved to the masses, and should be played in stores, focusing on trade marketing''

The future of wine in Italy is doubly tied to food and wine communication and nutrition education in schools.
At least according to the round table "Wine, Art and Culture Made in Italy", organized by Ais-Bibenda held today in Rome. Alberto Mattiacci, professor of marketing at the University of Rome La Sapienza and scientific director of Eurispes says, "the socio-cultural elite of the country has won the battle for the growth of wine culture, now we need to shift our focus to the masses, and the battle must be played in stores: supermarkets, minimarkets or wine shops, because that is where the consumer makes choices, focusing all his attention and knowledge. We need to focus on trade marketing, making agreements with major retail chains in the shops so that wine is treated in an appropriate manner and generates sales by understanding and stimulating the curiosity of consumers who are the focus of this new challenge. Not to mention that, unlike 20 years ago, the big food companies today spend 70% of their budget for promotion in trade marketing and only 30% in consumption".
The writer Giovanni Negri, however, thinks the focus should be more on training, "there is a gap to fill between mythologized and narrated wine and criminalized wine. A serious government should explain what is good to eat and drink to us and to the country, balancing a situation where you can be persecuted for drinking a glass of wine at a meal in a restaurant while an entire generation is being ruined drinking chemical alcohol in discotheques.
A TV commercial would be effective, but it would also be useful to devote an hour a week to "Italian heritage" in schools, where teachers explain how to value history, art, food, landscape, nature, everything that makes up Italian heritage from the sea stacks in Capri to Ribolla Gialla, to make it clear to youth that they are sitting on an untapped oil field, and hope that they know how to respect and take advantage of it better than us”. Moreover, the subject wine is missing even in hotel and restaurant courses, and on television where "in 105 programs”, points out the soul of Ais-Bibenda, Franco Ricci, “that talk about wine & food, only 0.08% of their time is dedicated to Bacchus".