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From the wine led by mass media to the wine 2.0

In a world where communication flows faster and faster through social, pervaded by the concept of virality, relegating the paper printed in a cult for a small slice of nostalgia, the world of wine, the engine of our agricultural sector, in some ways , still seems to be a happy island for publishers.

How much longer? It will be true glory?

Twitter, Facebook, Youtube or Instagram, are some of the means, integrated into websites manicured, with images and high-definition video, represent the real revolution in the way of communication, what he wants the vast majority of the importers and distributors of all over the world but, unfortunately, puts the Italian companies constantly lagging behind major international competitors.

Do not underestimate, then, to that effect, the change in the geography of consumption, with a profound change in the producer countries, which recorded an inexorable decline of the same, balanced by a steady growth in the remaining part of the world. Able to penetrate new markets, where the raising of the socio-economic level, and then the culture, leads to an increase in the consumption of wine, can develop a growth in exports, which is not possible without proper communication, even stronger if coordinated at the regional level.

The union of the producers and the share, then, should strengthen the concept of ambassadors of responsible consumption of products in its territory, creating the conditions to be competitive on the international market. You have to understand that, in a context that is not from multiple points of reference, given the enormity of choice of quality wines on the market, is no longer sufficient to enter the Olympus of wine critics or be quoted in the glossy guide, but it is necessary the search for their own identity, authentic, transparent, with a corporate image that is able to guarantee and evoke a product and the company website is its main expression in a globalized world. In Italy, then, for example, you are also doing the mistake not to encourage the promotion of the common, such as the use of the funds of the CMO for third countries, often spent as individuals or even unused.

The Italian wine system has evolved according to the historical moment in the form of communication; if in the 60's, with the significant increase in consumption, the wine is sold alone, so we focused only on increasing market share, already in the 80s, with the saturation of demand, we adopted the first strategies operational marketing, trying to enhance the quality of the product than the competition. In the 90s, however, with the overcoming of supply over demand, became decisive customer loyalty through a strategic marketing, research of segments or market niches, thus saw the "wine media," made of competitions, reviews journals glossy, guides and more. Since then more and more accentuated the effects of the global market, so that today it comes across in the complex world of market operators, who are the first purchasers and consumers of resources and services, then sellers of goods, or in the complex world of consumers (producers, buyers, brokers, sommeliers, advisers, research etc.).

And therefore, as noted earlier, it is fundamental to communicate convincingly that it is a product of identity, not replicable, authentic. Ultimately, all systems can be used, but, of course, many lose effect and while there are those who are content to carve out a place in the sun in a field guide, which now no one buys the most, since they are mostly sold to producers, restaurateurs or the members themselves, in our country loses an eye on the real development of the wine in the globalized world, the fact of sharing and social marketing.

by Sebastiano Di Maria
14 december 2014, The Opinion > Editorial

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