Wine: the Italian model of wine family business exported in Tokyo
Institute of fine Italian wines - Premium Brands, ICE and Italian Embassy promote the culture of Italian wine in Japan
(Tokyo, 23rd November 2009). The family business as a vehicle for success for Italian wines becomes a case history. It happens in Japan where, tomorrow, 24th November, at the Italian embassy in Tokyo, the Institute of Fine Italian Wines- Premium Brands and ICE will introduce the press and Japanese economic and financial operators in the trade, the model characterizing the Italian wine business: family and territory. An all made in Italy entrepreneurial phenomenon, the one of the family wine business, which, identifying the family as a strategic actor in the brand and the specific production of the area, reveals as the engine thrust for the positioning of Italian wine on emerging international markets such as Japan.
And Japan is confirmed, in the year of global crisis, one of the most strategic markets for Italian wine. It is confirmed not only by the numbers of exports in the first six months of the year, it reached 9 million hectoliters (+13% over on the first half of 2008 - data study Calwine September 2009), but especially by the relentless
pro-Western social change of Japanese, more and more inclined to absorb the traditions of Italian food and wine culture.
Indeed, "in the wine bars of Tokyo, in addition to wine, there are shelves full of specialized magazines and there is no consumer not stopping to browse them- notes Piero Mastroberardino, supervisor for the Institute of Fine Italian Wines- Premium Brands at the seminar in Tokyo -. This is a signal that shows a vibrant cultural potential for Italian wine in Japan- ends up Mastroberardino - which remains one of the most important worldwide markets after the United States”.
Towing the consumption of our wine in Japan, the explosion of food and Italian restaurants especially in the capital, where only 30% of the Japanese live, but they drink 70% of Italian wine. To drink it particularly women and the young generation under 30 who prefer red wines (60% of consumption).
The tour of the Institute of Fine Italian Wines - Premium Brands, which counts the highest quality of Italian oenology (Biondi Santi SpA, Michele Chiarlo, Ambrogio e Giovanni Folonari, Pio Cesare, Tenuta San Guido, Ca' del Bosco, Umani Ronchi, Carpene' Malvolti, Lungarotti, Masi, Mastroberardino, Alois Lageder, Rivera, Jermann, Donnafugata, Marchesi Antinori, Tasca d'Almerita with a turnover of over 500 million euros per year, will join Vinitaly tour World Tour after Tokyo (November 25th) and will make a stopover in Seoul (November 26th).
Intercom Srl
US Institute of Fine Italian Wines - Premium Brands
Benny Bonizzato (334/6049450)
direzione@agenziaintercom.it
Ilaria Koeppen (347/6804547) koeppen@agenziaintercom.it
|
