FOR MORE INFORMATION
Consorzio Tutela Vini Valpolicella DOC
Consorzios of Valpolicella and Lugana Demonstrate Their Fine Wines In the U.S. Market
Wines poured for the first time in California, in both
San Francisco and Los Angeles
Los Angeles, CA: Finding the right consumer for a product and being flexible in business are key concepts when it comes to participating successfully in the U.S. wine market. The Consorzios of Valpolicella and of Lugana accordingly chose the two most historically representative cities of the West Coast to present their wines at b2b Walk-Around Tastings organized on April 24 and 26, augmented by two institutional appointments, in order to meet and attract buyers, trade and media professionals.
Fourteen companies participated in the San Francisco event at the Westin St. Francis on April 24, while 17 were present at the Los Angeles event at The MacArthur, formerly known as the Park Plaza, on April 26. The aim of the Consorzios was to present their wines from the regions of Valpolicella and Lugana to as wide a group as possible. And with respect to the expanding interest in “green” winemaking that has taken root in California in recent years, the Valpolicella Consorzio also sought to educate their audiences about the ambitious “RRR” sustainability project which they have undertaken.
In order to make the most effective decisions in the U.S. wine market, one needs to be prepared to work with the “three tier system.” Understanding this system makes it possible to engage in dialogue and get tangible results with the various players in the industry, including finding the ideal consumers. Success never occurs by chance, but is the result of experience, especially when approaching a system with different habits and customs. Establishing and maintaining visibility within the market is critically important.
“In this spirit, our Consortium has been working with the U.S. market for several years,” said Olga Bussinello, Director of the Consorzio Tutela Vini Valpolicella DOC. “We are carrying out more and more focused initiatives and events to promote our region – one that never ceases to impress, and which we are trying to preserve and respect with pioneering sustainability policies such as RRR (Reduce, Respect, and Retrench) Certification, which increase the value of our products in the U.S. among Millennials. The response to our wines has been enthusiastic.”
“The popularity of Lugana is fairly recent and is growing rapidly, especially in export countries like the U.S.,” said Carlo Veronese, Director of Consorzio Tutela Vini Lugana. “The California tasting events were a great success for Lugana and its producers, who spent quality time educating the trade and media on our less-well-known wine region.”
The Italian wine market has been extremely lively and healthy, especially for the wines of the regions of Valpolicella and Lugana, with 17% of Valpolicella DOC exported every year to the U.S. The United States is the world’s leading wine consumer, and indicates increasingly solid and constant growth through 2020.
Participating companies in San Francisco: BENAZZOLI, BORGO LA CACCIA, BULGARINI FAUSTO, CA’ DEI FRATI, CÀ MAIOL, CANTINA VALPANTENA VERONA, DOMENICO FRACCAROLI, DOMINI VENETI by Cantina Valpolicella Negrar, SARTORI DI VERONA, SCRIANI, SELVA CAPUZZA, TINAZZI, VILLA CANESTRARI, and ZENI 1870.
Participating companies in Los Angeles: BENAZZOLI, BORGO LA CACCIA, BULGARINI FAUSTO, CA’ DEI FRATI, CÀ MAIOL, CANTINA VALPANTENA VERONA, DOMENICO FRACCAROLI, DOMINI VENETI by Cantina Valpolicella Negrar, LE MORETTE, MONTE ZOVO, SARTORI DI VERONA, SCRIANI, SELVA CAPUZZA, TINAZZI, VILLA CANESTRARI, VILLA SAN CARLO, and ZENI 1870.
About Valpolicella and Lugana
Valpolicella is located north of Verona in Italy. It borders Lake Garda to the west and is protected by the Lessini Mountains to the east and to the north. It covers the Verona foothills, which form part of the Eastern Alps. Seventeen percent of Valpolicella DOC commercial volume is sold in the United States.
Lugana is located between two different Regions: Lombardy and the Veneto. The part of the denomination in Lombardy has 75% out of the 1,800 hectares currently being cultivated. However, the part in the Veneto is the leader in commercial volumes, with 60% of the bottled wine (around nine million units a year) coming from Veronese producers.