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Published:  23 July, 2008

Marketing Italian Wine in the UK - A Strategic Review', described as The definitive Italian wine seminar', takes place on Thursday 24 January. The purpose of the seminar, according to the organisers, is to examine the ways in which Italian wine is currently marketed' in the UK and explore, through discussion, alternative approaches to achieving a perception among both trade and consumers of a much higher quality within the sector. The organisers are seeking that elusive Italian brand USP'. The seminar is being held on behalf of the Italian Wine Committee of the Wine & Spirit Association of Great Britain & Northern Ireland, in conjunction with the Italian Trade Commission. It is by invitation and is limited to 50 attendees. A spokesperson said: Italy is generally considered a producer or supplier of high-quality items - including olive oil, fashion, cars, coffee, interior design, cuisine and holiday destinations. It is thought, however, that its wines do not currently engender the same perception of high quality in the UK. This appears contrary to perception in the US, Germany, Switzerland and other key export markets for Italian wine.' Confirmed speakers and topics include: Gavin Humphries, of AC Nielsen, on the Position of Italian Wine in the UK Market'; Costantino Sambuy, UK marketing manager, Piaggio Scooters, on The Piaggio Scooter - A contemporary Italian marketing success story in the UK'; David Gleave MW, Liberty Wines, on The Image of Italian wine in the UK'; Julian Dyer, Sainsbury's wine buyer; restaurateur John Hoskins MW, of Huntsbridge; Allan Westray, Italvini trader and marketer; Paul Henry, Enotria Winecellars; Pierpaolo Petrassi of Italvini and chairman of the Italian Wine Committee; and a to be confirmed' Italian wine producer. For further information, contact Tina Coady on 01865 424753.