Vinitaly sums up international markets: Eu and Us markets still the most important for Italian wine, but attention is also on emerging markets like India, and Russia. Good prospects for China as well

The markets of reference remain those of the Us and Eu, but attention is continuing to be oriented towards those countries that were once considered on the periphery of traditional “commercial hubs”. Countries which today are capable of representing a valid solution for the current crisis. Veronafiere is confident of this, and together with Vinitaly (the most important Italian wine exposition) has long turned their interest towards the emerging markets of India, Russia, and, obviously, China. Veronafiere has in fact signed a multi-year accord together with Vinitaly, Unione Italiana Vini, Federvini, Ice and BuonItalia in order to promote the “internationalization” of and training for Italian wine companies that export their goods, with a program that includes funds of 140 million euros until 2010.

This is a strong pact that will promote Italian wines with a series of “tours” to the principle markets of reference as well as to emerging ones. Luigi Castelletti, president of Veronafiere, reiterated: “In this optic Veronafiere, with Vinitaly, has created an integrated system for the organic promotion on foreign markets 365 days out of the year, through a multi-year agreement with Unione Italiana Vini, Federvini, Ice and BuonItalia to sustain the internationalization and the training of Italian companies”.

The complete programming for “Vinitaly Tour 2006” was presented during the exposition held in April, listing the countries that will be involved in the “business tour”. After the U.S., Russia, China, and India, Vinitaly is adding a new stop this year at one of the most important markets worldwide: Japan. A country that is confirming its interest in importing quality wines.

The first stop will be Russia, with Vinitaly Russia to be held in Moscow, 25-26 May and Saint Petersburg on May 27th. The Russian market has also proven to be interested in wines, with an increase in consumption of 70% over the past 10 years. The demand for Italian wines, which holds an important niche among quality wines, has grown about 20-40% per year, but Italian producers have actually developed only about 10% of their total potential.

Next stop on the tour will be the U.S. with an exposition in Chicago on October 24th, in Los Angeles on October 26th, and Las Vegas on the 27th. The U.S. market is a consolidated one, which earned 1 billion dollars in 2005 (for 2 million hectoliters of wine, equaling an increase of 11.5% in value), and also finds Italy in first place among wine importing countries, but this does not mean that Italian companies do not have to continue to increase their potential on this market. It was precisely on this market that the concept “Made in Italy” was invented, and by 2008 the U.S. will be the top market worldwide for wine consumption.
The third stop will be in Japan, for the very first Vinitaly Japan exposition, set for November 21st in Tokyo. Here Italy represents one of the principle exporters and enjoys a high “market share”. According to analysts, the Japanese market could double within 5 years. Meanwhile, over the past 3 years, imports have increased by 6.9%, and Italy, between 2001 and 2004 increased total imports to 16.1%.

Vinitaly China will then take place from November 23-25 in Shanghai, introducing typical Italian products to what is considered the most interesting market today. The events in China have been made possible in part by recent collaborations created between Veronafiere and Cibus Fiera of Parma. According to World Wine Industry Association estimates, future sales in China will increase by 35%.
Finally, Vinitaly India will take place at the beginning of 2007. Programmed for next January, it will stop in Mumbai and New Delhi, the two largest wine markets in the country. India’s economic growth has also increased demand for wine from abroad. The presence of foreign wines has in fact increased by 30% over the past 10 years, even though the high costs place this item among luxury goods. And growth continues along at 22% per year.

Everywhere, “Made in Italy” enjoys an excellent reputation, but to guarantee its competitiveness, promotion must continue, as well as training processes abroad with people working on site (i.e. chefs, sommeliers, etc.) who know how to communicate the quality of Italian wines.