2012 Vinitaly US Tour in New York launches Vinitaly Interactive Wine Tasting

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New York’s wine professionals gathered at the Three Sixty Tribeca Rooftop on May 2nd to conduct business, exchange views and taste fine Italian wines at the Vinitaly US Tour 2012 stop. Wine pundits discussed current trends in the restaurant scene, brand building and how to turn promotion of Italian wines into sales for one the most important wine markets worldwide.

2012 Vinitaly US Tour in New York launches Vinitaly Interactive Wine Tasting

Trade visitors were able to use IPads with the innovative Vinitaly Interactive application during the grand tasting in order to facilitate education, promotion and consumption of Italian wine. The new technology facilitated wine tastings of the Valpolicella Consortium, the Prosecco Consortium and the portfolio of importer Folio Fine Wine Partners.

According to Olga Businello, Director of the Valpolicella Consortium the new technology is useful: ”In a market such as the U.S. it is possible to test the use of I-Pads to do the tasting with wine experts and potential new consumers. When the information is decoded there will be definitely be food for thought to incorporate it in the marketing and promotion of the consortium and the wineries. "

The technology provides market research on preferences of attendees in different markets for the producers and also helps participants to easily recall their preferences of the day. After the tasting, the participants receive an email with their evaluations.

The first business seminar saw Tony May (SD26), Alessandro Lunardi (Marchesi de’ Frescobaldi) and Bill Hayde (Martin Scott) elaborating on the difficulties of the US consumer and retail market. Mary Gorman (Master of Wine and columnist) moderated the discussion, which highlighted the importance of attending to consumers’ interests. The lively conversation elaborated on the very competitive Manhattan restaurant scene, with wine-by-the-glass programs still evolving and how importers are able to get access to restaurants wine lists. The panel also established that Indigenous grape varieties and expensive wine sales are aided through the help of wines-by-the-glass programs even if certain wines of these programs tend to be seasonal.

The second business seminar focused on performance-oriented brand building with experts Paolo Domeneghetti (Domaine Select), Filippo di Belardino (Banfi) and Lisa Carley (New York Wine Examiner). Gino Colangelo (Colangelo & Partners) moderated the seminar, which elaborated on strategies to improve the link between sampling and sales to efficiently address market dynamics in the current economic climate. The discussion also focused on what type of event is useful to showcase wines (i.e. organic wines), since wine dinners decrease in influence. The panellists agreed that quality events have to create ‘an experience’ for the consumers with an educational value added and ideally integrate a direct sales component.

The New York stop of the Vinitaly US Tour also featured two well-received guided tasting seminars organized by the Valpolicella Consortium as well as the Sagrantino Consorzio di Montefalco Consortium.

Distinguished sommelier and wine educator Charlie Arturaola presented the Valpolicella seminar together with Olga Bussinello, Director of the Valpolicella Consortium, while Ian Wolff, wine editor of La Cucina Italiana, presented the Sagrantino seminar.

About Veronafiere
Veronafiere is the leading organizer of trade shows in Italy including Vinitaly, the largest wine event in the world. In 2012, over 4200 exhibitors showcased their wines to 140,000+ visitors (35% from outside of Italy representing over 120 countries). Veronafiere created the Vinitaly World Tour http://www.vinitalytour.com in 1998 to develop an international platform for the promotion of companies in the Italian wine and food sectors. The latest development saw Vinitaly aiming at increasing Italian wine sales in China as it reinforced its partnership with the Hong Kong Trade Development Council (HKTDC), which organizes Asia’s leading wine fair Hong Kong International Wine & Spirits Fair.

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Vinitaly International Media Team