BY CLAIRE McCURDY
“The Future of Italian Wines as Seen from the Point of View of Leading American Wine Professionals”
VINO 2011 ITALIAN WINE WEEK PRESS CONFERENCE
Waldorf Astoria, Jade Room
Representatives of the Italian Trade Commission and the Italian Embassy welcomed the press warmly, saying that even without a crystal ball they would attempt to predict the future of Italian wines.
The news was all good. And the word was that “the future of imported Italian wine is here! There was a festive upbeat quality in the conversation often missing in discussions of the economy —this is one area of the economy that is booming and will continue to boom.
The speakers were Elin McCoy of Bloomberg News; Jon Fredrickson of Gomberg, Frederickson and Assocs. , Tyler Colman of Dr.Vino.com; Leonardo LoCascio of Winebow; Sergio Esposito of Italian Wine Merchants; and Cristina Mariani-May of Castello Banfi.
Tyler Colman (Dr. Vino.com) was the press conference’s commentator on social media for wine market marketing. Colman told the assembled journalists that hard copy, even for classic journals of food and wine such as Gourmet, is dead.
Colman said that one great new US market for wine is the millennials -aged 18-35 and 70,000 strong. How do they get their wine recommendations? from friends on line, blogs, Facebook,Twitter – there are 4 million potential wine consumers on Twitter alone. He suggested that the next big thing- might well be buying wine on line.
Cristina Mariani May, Castello Banfi: There has been strong growth in wine drinking around the world over the last 30 years. Since the ’70’s there has been an international Renaissance in wine drinking: wines from Australia, Chile, South Africa were in competition with Italian wines. But they have outpaced the competition.
Wine production also has changed for the better. Young ecology aficionados are searching for wines that are ecologically sound and pure The future is in “pure “ and “natural” wines .
Elin McCoy of Bloomberg News and Jon Frederickson of Gomberg, Frederickson and Associates said that the market for Italian wines in general is excellent especially in the USA. And America consumers have shown their appreciation of Italian wines. Italy is the largest producer of table wine consumed in the US. And half of the imported wines in the US are Italian.
Both agreed that the future of Italian wines in the US is very strong. Wine has been the leading import in the US for four decades. In 30 years Italian wines have doubled their growth. 28 million cases of wine come into the US each year.
There is a big growth in wine drinkers yearly- 300 ml of bottles; or 13 bottles per capita, leaving much room for growth. One goal is to up US per capita consumption. And the biggest area of opportunity in the US is likely to be middle America.
Leonardo LoCascio, (Winebow, importer) One goal of Italian wine growers is to produce inexpensive wines (at $25 a bottle) that taste as good as luxury wines but at a more reasonable price. California wines used to be the leading value wines but Italian wines have already overtaken them.
What’s the news in Italian wines? No surprise. In sparkling wines it’s Prosecco, Prosecco, Prosecco. In 2009 Italy overtook France in the production of sparkling wines.
Prosecco is unique; not just a sparkling wine but fruity, light, and aromatic, soft. Pinot Grigio also is steadily increasing its sales. New trends in general are for whites, and after dinner wines.
LoCascio said one reason for the strength of Italian wines is that the Italian lifestyle is being sold along with the wine- both are simpatico!
Further, Italian wines are diverse, have price appeal, and wine from the great classic estates, over nine centuries old, have a special appeal.







