The creation of an effective marketing strategy is essential to promote the sales of Italian fine wines, from local to national distributors in several countries. In addition to the quality of the product, it is necessary to plan marketing actions to attract the attention of B2B and B2C customers. In this article, we will provide some original communication and marketing ideas that can help distributors of Italian wines to increase visibility and sales in their national or local market. We will also see which are the most sought-after Italian fine wines in the world, focusing attention on emerging products that are achieving considerable popularity.
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How to increase sales of Italian wines
To plan a marketing strategy capable of improving the sales of Italian wines, it is important to carry out original actions which contribute to differentiating one's brand from the competitors but also increase sales in their market. Here are some useful tips to achieve this goal.
1# Create partnerships with top chefs and restaurants
By partnering with chefs from high-level restaurants, the distributors can offer their wines in combination with gourmet dishes. This increases the visibility of brands and products and, at the same time, creates a memorable culinary experience for customers.
To get in touch with starred or internationally renowned chefs, it is possible to use standard communication channels (such as e-mail, telephone, or social media), presenting your wines and offering unmissable collaboration opportunities. Participation in food and wine trade fairs also allows you to meet potential partners to whom you can present your products.
2# Collaborate with influencers
By partnering with influencers in the wine or food industry who have followers interested in fine wines, it can allow producers to reach an audience of wine enthusiasts who want to know and approach new quality products.
Again, social media (such as Instagram and Facebook) are an important channel to find industry-savvy influencers to send your wines to and offer a partnership to promote them to their followers. Alternatively, it is possible to organize exclusive events by inviting influencers to participate in tastings at their premises and to share the experience on their social channels.
3# Create virtual experiences
Online virtual tastings with wine industry experts and sommeliers also offer the opportunity to build relationships with potential customers and make your wines better known by sending participants products to taste directly at their homes.
To organize virtual tastings (using well-known video platforms), it is necessary to promote the event by creating, for example, a landing page on the distributor's website where customers can register to participate in the tasting event. Before the event, each participant receives the product to taste and a "tasting kit" containing information on the wines, tasting notes, and suggestions on food pairings.
4# Use of advanced technologies
To make the experience of potential customers more engaging and interactive, technology can provide a valuable contribution. For example, it is possible to use virtual tours of the vineyards and cellars, or show the production processes adopted by your company.
Another idea could be to add a QR Code to the wine packaging which allows you to provide customers with interactive information on wines and to have an engaging experience also from a digital point of view (as we will see in the paragraph "How to use the QR Code to promotional purposes" ). It should be noted that this promotional QR Code must differ from the mandatory QR Code (which entered into force on 1 January 2023 for all EU countries). The latter must be included on the wine label and must contain only information useful to consumers following current EU laws (therefore they cannot contain advertising information or other forms of marketing).
5# Take care of brand storytelling
Fine wines are the final product of a company that has a history and a tradition that needs to be told. The history of the vineyard, the traditions that link the products to the territory of origin, and the commitment of the family business: these aspects can make the wines even more desirable in the eyes of international customers.
Social profiles, the company website, and other communication materials (such as brochures and flyers) can become useful tools for sharing the unique story of a particular wine, through the use of engaging images and videos.
To learn more about storytelling for Italian food and wine, see also "Food Brand Narrative: communicate a strong brand identity to B2B and B2C customers "
How to use the QR Code for promotional purposes
As anticipated in the previous paragraph, the obligatory QR Code to be added on the label in the EU works as an "electronic label" and does not allow for the insertion of advertising messages, but only useful information for the final consumer (for example the presence of allergens).
This does not exclude the possibility of adding promotional QR Codes to be printed on other supports that can be applied, for example, on the neck of bottles. These tools can give customers an engaging and interactive experience, enticing them to purchase the product. Below, we propose a series of suggestions on the links to be associated with the "additional" QR Code to make the product more attractive:
- History of the wine and the producer, by linking the QR Code to a web page or a video.
- Information on the vine: by creating a section dedicated to the description of the vine it is possible to add information on the characteristics of the grape variety and the territory of origin. In this way, the customer can deepen his knowledge and appreciation.
- Food pairings, also in this case by connecting the QR Code to a web page. This can help the customer to choose the most suitable food to accompany the wine, enhancing the dining experience.
- Virtual tours of the vineyards and the cellar, through videos or photographic presentations.
- Events and promotions. This allows the customer to be informed in real-time about tasting events, meetings, and other promotional activities relating to the producer or distributor and his products.
- Reviews and feedback, linking the QR Code to a dedicated section.
To make the best use of these marketing tools, it is important to create engaging and aesthetically curated content, to improve the customer experience and increase the visibility and reputation of the product. Even the choice of the message to insert to entice the customer to frame the code must be short, incisive, and original. Here are some examples to take inspiration from:
- "Discover the history of our wine. Scan the QR code for an immersive experience";
- "Do you want to know more about our vine? Scan the QR code for exclusive information";
- "Take a virtual tour of our vineyards. Scan the QR code for an immersive experience";
- "Perfect pairings for your palate. Scan the QR code to discover them".
How to get in touch with potential customers
The use of the ideas illustrated in the previous paragraph has the purpose of increasing the popularity of Italian wines in several countries and attracting the attention of international buyers. Now let's see how to get in touch with resellers and food service operators to increase the sales of these products.
To get in touch with retailers, wine shops, wine bars, and restaurants:
- Research and identify potential B2B customers in the local area where you want to increase your business
- Create a contact list differentiated by type (dealer, wine shop, restaurant, etc.) to send in a targeted presentation of the products.
- Provide marketing support, such as brochures, flyers, and engaging images of the wines. These materials can be used by retailers and restaurants to promote the products to their final customers.
- Send samples of the products, accompanied by a tasting sheet containing information on the wines, suggestions on table pairings, and tasting notes.
- Provide documentation on vineyards and wine production processes, as well as certificates of quality.
- Organize tastings for resellers interested in Italian wines, at trade fairs or on the occasion of virtual or physical events.
- Maintain a relationship of trust with B2B customers, responding to their requests promptly and providing updates on wine availability.
The quality of the products, their uniqueness, and the marketing strategies are fundamental factors for Italian wine distributors that want to expand their market.
The most sought-after wines in the world
2022 was a record year for Italian wine exports, with 8 billion euros according to Nomisma Wine Monitor estimates (+12% compared to 2021) and an increase in turnover in the Horeca channel of 47% compared to 2021. Based on export data, scores and reviews released by wine critics, prizes won and market research, here are the most popular Italian wines in which there is greater interest abroad:
- Barolo is a wine produced in Piedmont, known for its rich and tannic flavor, with notes of red fruit and spices. It is considered one of the most important and high-quality Italian wines and is often chosen for special occasions. This wine is in great demand in the United States, Germany, and Switzerland.
- Chianti is one of the best-known Italian wines in the world (Chianti DOCG is exported to over 160 countries). Produced in Tuscany, this wine is appreciated for its fruity and slightly spicy flavor.
- Amarone is a full-bodied red wine produced in the Valpolicella region (Veneto), using dried grapes to increase the concentration of sugars. Amarone is known for its intense and complex flavor, with notes of dried fruit and spices. The main markets of reference are the United States, the United Kingdom, and Switzerland.
- Brunello di Montalcino is produced in Tuscany and is known for its rich and complex flavor, with notes of dark fruit, spices, and chocolate. It is produced with Sangiovese grapes grown in the Montalcino area and aged for at least five years. Much appreciated abroad, Brunello is exported to 135 countries, with the United States as the largest importer, followed by Germany and the United Kingdom.
- Prosecco is one of the most popular Italian sparkling wines in the world (Prosecco DOC has been exported to over 140 countries). Produced in the Veneto region, this wine has a fresh and fruity flavor and is often chosen for parties and informal occasions.
- Nero d'Avola is a red wine produced in Sicily and has an intense and spicy flavor, with notes of red fruit and chocolate. It has become increasingly popular in recent years, especially in the USA, UK, and Germany.
- Nebbiolo is a red grape native to Piedmont and is considered one of the noblest and most valuable grape varieties in the world. Among the most famous wines produced with Nebbiolo are Barolo and Barbaresco. It has a complex and tannic flavor, with notes of red fruit, flowers, and spices.
- Franciacorta is a sparkling wine produced in Lombardy which is gaining more and more popularity thanks to its high quality and unique taste.
The popularity of emerging wines in international markets
Alongside the wines that have consolidated their reputation on international markets over time, we should not also evaluate the growth abroad of emerging vines, as confirmed by the relative protection consortia, the wine sector associations, and wine critics. Among these should be mentioned:
- Etna Rosso, produced with Nerello Mascalese grapes. This wine is becoming increasingly popular in international markets, thanks to its lively acidity and earthy flavor.
- Vermentino, a white wine produced in Sardinia and Liguria, is highly appreciated for its fresh acidity, fruity flavor, and culinary versatility.
- Aglianico is a typical wine of the regions of Southern Italy characterized by a fruity flavor and spicy notes.
- Sagrantino di Montefalco is a wine produced in Umbria and is highly appreciated for its particular balance between intensity and balanced acidity.
Marketplace B2B Italian wines
Visit the Wines and Beverages section of the Italian Food News international marketplace. The marketplace is open to Italian producers and international buyers (distributors, wholesalers, importers, Horeca):
