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Trends in the world of wine
[vc_row full_screen_section_height=”no”][vc_column][vc_column_text]The world of wine has changed significantly in recent years.
The changes are both internal and external and concern the entire winemaking chain. Segments such as processing methods and tastes have changed, but also the players involved, with the roles of protagonists and co-protagonists having been reassigned in a short time: consider the case of China which in just a few years has earned second place as a wine producing country (read previous article).
The endogenous changes have been accompanied by exogenous ones that affect the entire supply chain: from climate change - which on the one hand is creating problems in traditional areas such as Southern Italy and Spain but on the other has opened up, for example, new scenarios on the southern shore of Great Britain - to communication and sales techniques in e-commerce (read previous article).
Proposing a comprehensive picture of what is changing is not easy, but some stimuli can come from events such as MUST-Fermenting Ideas, which in 15 days will bring together Masters of Wine, opinion leaders and world-famous winemakers in Portugal.
So what are the hot topics today?
We will talk about natural wines to try to understand not only what a natural wine is but also what the challenges are in the vineyard and in the cellar to try to frame a term that since 2008 has become not only a prominent hashtag on Twitter, but a common domain term that stimulates the market with double-digit growth.
(read previous article).
We will then talk about ancient varieties and the rediscovery of native ones, which represent only two trends in a general picture where the word and the common need seem to be anchored to the territory, understood as a source of identity, in the face of a globalization that risks standardizing tastes and varieties.
Victor de la Serna, from El Mundo, will tackle the topic, talking about how much this phenomenon is impacting the European market: let's think, among all, of the success of Nerello Mascalese and Eta, among the wines most present today on the menus of the New York that counts.
One of the most influential writers in the Big Apple, Eric Asimov of the New York Times, will talk about varieties that are perhaps well-known but still underestimated compared to international ones.
We will talk about apparently unbeatable records, such as that of Champagne, which could instead find an important competitor in English bubbles, also thanks to Brexit which will revolutionise the wine market, especially the Italian one – in 2016 the UK became the world's leading sparkling wine outlet market Made in Italy.
We will also talk about China, how this market with huge potential is changing and how it could influence global trends, but also about wine communication and intercepting Millennials, the consumers of tomorrow, as well as e-commerce.
Among the macro-themes, we will also address that of food and wine tourism, trying to understand how to integrate it into a wider movement, making it an experience that goes well beyond the visit of the single winery.
The risk is that today wine tourism remains confined to the single reality visited, with a Disneyland effect, when instead it could be the lever for a quality tourism that focuses on the territory and its excellences, capable of promoting an area at 360 degrees and at the same time providing training, going to affect the market of fake agri-food and Italian Sounding imitation which to date has a turnover, relative to Italian brands, of 60 billion euros.
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