Vinitaly 2016: Abruzzo region invests in global markets in order to expand

By Alex Doillon, Petra Kotlan

Published: 12 April, 2016

At Vinitaly 2016, being held from 10-13 April in Verona, the Abruzzo regional body announced that it will continue to invest in the UK despite it being an increasingly competitive one as well as other international markets.

"England and Germany are the most important markets for us and I am confident that Abruzzo wines have lots of possibilities all around the world," said Enrico Marramiero, vice-president of the Consorzio di Tutele Vini d'Abruzzo.

Abruzzo's representatives see the UK as an important market but, since this market already welcomes a wide range of international wines, it is also a very difficult one. According to Marramiero, promoting Abruzzo wines in the UK is not easy, as he explained: "Abruzzo is not the most famous Italian wine producing region but we make lots of efforts to grow in this market." Another market barrier for entering the UK market are high taxes.

Despite the challenges producers are expecting to gain ground in the UK market. "We are expecting Montepulciano d'Abruzzo to grow in the UK and a sensibility for Abruzzo wines among consumers already exists," said Monica Pisciella, marketing and communication representative for Cantina Colle Moro.

Cantina Colle Moro, one of the biggest co-operatives in the region, are exporting to Asia, the US and some countries in Europe, but not yet to the UK. "We would love to expand to the UK and are looking for an importer right now," said Francesco Labbrozzi, president of Cantina Colle Moro.

Both Pisciella and Marramiero see the reputation of Montepulciano d'Abruzzo DOC as an opportunity and selling point for other Abruzzo wines. "We are not only promoting red grapes but also white grapes such as Pecorino and Cococciola," said Marramiero, who tries to increase awareness around the wide range of grape varieties coming from the region.

For the Consorzio the promotion of the brand Montepulciano d'Abruzzo DOC comes first and once people know about it they would like to communicate the differences within the appellation. The different 'sotto zone di Montepulciano' show distinctive characteristics. "We hope and expect that they will receive DOCG status within one to two years," said Marramiero.

Piscella also said the company is focusing on increasing awareness of their brands and the region as a whole and have recently started a digital marketing campaign. They are also training small producers in the region on how to engage on social media.

The domestic market for Abruzzo wines for many producers however will continue to be a focus as well. "Right now, exports represent only 30% of our business," said a representative from the Consorzio.

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