Issue link: http://digital.copcomm.com/i/29638
THE TASTING PANEL’s own Anthony Dias Blue lent his expertise and humor to seminars on the role of wine competitions and medals in consumer marketing, and was joined by contributor Camper English on a panel that explored opportunities for Italian spirits in the flourishing cocktail culture in the U.S. In addition to seated tast- ings that examined wines from the regions of Apulia, Fruili, Lombardy, Montefalco, Soave, Tuscany, the Veneto and others, a series of seminars directed at on- and off- premise buyers covered building a dynamic Italian wine section, tricks of the trade from senior wine buyers and constructing a profitable Italian wine list. Less wine-centric topics, such as social media, cuisine and new regulatory issues, also attracted standing room–only atten- dance. The event’s grand tasting, the Italian Wine Exchange, occupied the greater part of the final day and lived up to its billing as the largest selection of Italian wines under one roof in the U.S. In discussing the future of Italian wines, moderator Elin McCoy of Bloomberg News said, “[For Americans,] drinking Italian wine is the next best thing to being there.” The good news for Italian producers is that America’s affinity for all things Italian remains strong; our favorite restaurants serve Italian cuisine, we drink more Italian wine than any other import and, through our long familiarity with Italian culture, we continue to aspire to the Italian lifestyle. But, as moderator Vic Motto pointed out in his closing keynote address to Italian producers, the realities of the U.S. market include a shrinking number of distribu- tors, fewer larger importers but a growing number of small, specialized importers, a strong local market advantage by domestic producers and a fast-growing but highly competitive premium segment. “To suc- ceed,” said Motto, “your product must be perceived as having more value and better quality than your neighbor’s.” Motto’s advice for producers entering the market emphasized effective marketing and the need to grow in profit not just in volume to capitalize on the consumer shift toward premium wines. He cited the premium wine category ($15 and up) as the fastest-growing segment and the one with the largest profit potential, noting that “within this category, consumers demand quality and authenticity.” McCoy reiterated with regard to the press, “Journalists do not really want to cover wines under $10; they would rather concentrate on luxury cat- egory.” When selecting wine to showcase, McCoy pointed to quality—and story—as a priority. THE TASTING PANEL’S Editor-in-Chief Anthony Dias Blue with importer Brian Larky, founder of Dalla Terra. Francesco Lafranconi (center), SW&S National Director of Mixology & Spirits Education, Las Vegas, and conference attendees appreciate Moccia Zabov zabaglione liqueur. Today Show expert Leslie Sbrocco and Ambassador Umberto Vattani, chair- man of the Italian Trade Commission-ICE. april 201 1 / the tasting panel / 111 PHOTO: ITC PHOTO: ITC PHOTO: DEBORAH PARKER WONG