2/12 MEININGER’S WBI T growing popularity and subsequent increase subsequent and popularity growing The 25-30%.by content sugar percentage the increased andacidity, the decreased half, by grapes the of weight the reduced have will lastsfromOctober to January, evaporation the usually which period, drying the of end the to clean),By fruit. the aroundcirculate to air to the allow (easier trays plastic more modern the or trays wooden on layers single in its maturity. appreciateage-worthyandcellartocent wine when it is young, although enjoyedit is also a magnifi be to Amarone allow fruit rich and tannins soft itsageing, longdestined for reds Italian great the ofUnlike manyelegant. and balanced round, soft, yet bodied, full extract, in rich palateis chocolate rant,the spice, and nosearomascherry,hasof the bright, redcur and intense is colour Its dominate. not does wellbalanced,however,alcohol;if alcohol the 17% and 15%betweenanywhere reaches age whichaverwine,on fruity big a isresult The dried. partially are grapes the of some that is distinctive so Amarone makes what and tion higher the percentage initsproducofgrapes form and . and la RondinelCorvinone, etiesCorvina, knownas €160m ($209m); today it’s €300m. Valpolicellawas the from wines of value the 2000, In2011. bottlesbottlesin 20m 7.5mto from 2007, since tripled almosthaveRipasso brother’ ‘younger its of sales while 2011, in have soared from 5m Amaronebottles in 2000 to 12m bottles of Sales exports. top ’s of some represent of wines The Valpolicella Grigio. Pinot and Prosecco, Amarone, as wines such important of birthplace the it’s wines, renowned internationally of home The Shah. Michèle quantity, writes and quality both of terms in Italy in regions important most the of one is Italy’s famous . Valdobbiadene,lianoItaly’smost of home the la,itsneighbor Soave, andProsecco Conegdi the three most prominent DOCs are Valpolicel S I S Y L A N A L A N O I G E R fe hretn te rps r li in laid are grapes the harvesting After Amarone is produced from local grape vari portant wine-producing regions in Italy; in regionswine-producing portant im most the of one is and appellations he Veneto region covers some 20 DOC/G THE BEAUTIFUL VENETO BEAUTIFUL THE ------

all are equally suitable for the production of production the for suitable equally are all not Valpolicella, of area the comprise which hectares 6,400 the of identity.“Out of loss a risk wines the as hand, of out getting that’s situation a as increase rapid this see winery family Tedeschi the of Tedeschi Sabrina and brand, Masi of CEO Boscaini, recognisedSandro as such others a as success increased Amarone’s and production in increase the of side positive the see producers some While price. a at however,come has, production in he problem is that one side side one that is problem he “ ‘Ripasso’ and sell at lower prices.” lower at sell and ‘Ripasso’ and ‘Amarone’ of branding the use who brand, established an have not do who producers newer of number a have you fence the of side other the on while prices, higher maintaining by image brand their safeguard to wants T and MD of Bertani of MD and Valpolicella Tuteladella di Consorzio president, Pedron, Emilio 54 Luca Sartori, a director of Casa Vinicola explains Ripasso,”Sartori. and Amarone for duction last the ten years and been replaced pro with producers. “Production has almost halved over among debated being issue another is wines ValpolicellaClassicostructuredSuperiore and rigorous quality standards. more to conforms and wineries 12 includes today which Consortium, Families Amarone own their formed estates family historic of number a 2010 in why reason the was tion, produc of area the expansionof the torelate benefiting from better climatic conditions.” while cultivate, to difficult more also “being naturally lower yields, are considered the best, hillyareasoftheValpolicella Classico, its with the that says She Tedeschi. says Amarone,” use the branding of ‘Amarone’ and ‘Ripasso’ ‘Amarone’and of branding the use who brand, established an have not do who newerproducers of number havea youfence the of side other the on while prices, higher maintaining by image brand their safeguard Sartori and Bertani. Tommasi, Masi, Pasqua, wineries larger the with along quantity, simply not and quality mention a few, who had the courage to pursue Zenato, Speri, Tedeschi and Quintarelli, just to Allegrini, as such producers quality-minded and philosophies to an agreement. voices all bring to attempt an in moderating agingdirectorhistoric the estate,ofBertani is Consorzio di Tuteladella Valpolicella and man the of president Pedron, Emilio which issue trol of sales prices.” con and production quality of terms in tions regula rigorous adopting by protect to want Amarone of Families the what is “this adds He wine.” fine classic a of unworthy prices low at hypermarkets, and stores discount in Amarone of sales “permitted has production Masi lightly more the of production in fall The which issues other of number a and This, Te rbe i ta oe ie at to wants side one that is problem “The of backbone a hadalways Valpolicellahas growers the in rift This ʼ Bsan sy te xaso in expansion the says Boscaini s ʼ association is an is association - - - - - worldwide. According to Consorzio data, 50% data, Consorzio to Accordingworldwide. countriesexported60 whichsomeareto 80% ore DOCG. Superi Soave and DOC, ClassicoSoave DOC, not Bianco. The grapes are samethe for Soave TrebbianoSoave,ofdi up Chardonnay Pi and made is 30% other The blend. the of 70% of minimum a for accounting Soave, of duction vines, resulting in -based wines. some vineyards still planted to with historic altitudes,pergola varying and soils diverse fer of areas hilly Its soils. mineral in rich is and ,volcanicofeast zone,origin oftion is Soave is Italy’s flagship white wine. Its produc Soave red classic wines, Asia still looks to France.” to comes it winery.“WhenZenato ofdirector challenge,”marketingZenato,Nadiaadmitsa US,Canada Europe.andnorthern “Asia isstill the Euro, with the major efforts focused onthe Pedron. Exportshave explainsbeen helped byrecent the fall in prices,” lower at sell and

ONSORZIO ella ella SOURCE: Recioto Amarona Valpolicella VALPOLICELLA OF PRODUCTION OF EVOLUTION Valpolicella  449 fruit-drying chambers 5m 20m 2m m  2011:  2000: ,495 farms producing grapes for  ,463 farms declaring grapes suitable   7 wine co-operatives  208 bottlers  6,541ha of vineyards  19 municipalities DOC VALPOLICELLA ov anal poue 5m ote, of bottles, 50m produces annually Soave is the primary grape for the pro Amarone 1 for Valpolicella DOC 2

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- - - - - dled otherwise. han production DOCG see to like would but Soave, of sales in increase an Luca sees Sabatini, by led Soave, in producer largest the Soave,di CantinaadministrativeEven issues. than rather production, from arising issues on focus to need and similar too are lations of Anselmi believes that DOC and DOCG regu vine.Robertothebudsoneight 10to Anselmi leavingby pruning short and quality; ensure to extracts of 21g/L of level minimum a ing only in the historic communes of Soave; allow tion, reflectingthe authority of Soave; bottling produc for varietals indigenous traditional only using zone; ‘Classica’ the to production DOCG regulations, such as limiting the area of the in includedsuggestionswere his of none disappointedthat Pieropanisyearson rea10 And first, at Enthusiastic DOCG. the joining against decided who Anselmi, and as Pieropan such producers benchmark smaller the of some by debated still are regulations its marketthe demand for Soave. maintaining and price the increasing of aim the with Consorzio, the of prompting the at havedecreasedyieldsproduction2009-2011, instability.” From market create which tions, condi unfavourable accepting or excessively prices lowering not in responsible more be should wineries and rife “Competitionis ery. win Pasqua the of CarlottaPasquasaysvia,” Scandina and US Canada, in especiallywell, cap for export markets. screw bag-in-boxand in wines itspackaging alsoSoave 2010.is andDOC 2009 insales in growth 20% a seen has Canada and US the in awareness increase to campaign recent A ketingSoave and in Eastern Northern Europe. mar intoput been hasGermany; energynew and UK between shared are exports total of titr euain fr OG lnig. To plantings. DOCG for regulations stricter ensuring and upgrading busy are they clare 2008 The Consorzio, led by Aldo Lorenzoni, de Lorenzoni, Aldo by led Consorzio, The and 2002 in establishedwas DOCG Soave selling are Grigio, Pinot also and “Soave,

2009 2007-2010 (in bottles) (in 2007-2010 55

1 1 2 2010 2,568,800 9,264,000 4,101,733 5 29,200 ------which usually comes as a non-vintage wine. mediumstructure,alcohol, 11˚notthanmore pressure.Theresultlight,a is delicate wineof in large steel tanks which keep the wine under eccoismade byCharmat or‘tank– method’ – compared to many other sparkling wines. Pros ant, drinkable quality and its relatively low cost greatsuccessTheProsecco of pleasits liesin DOC and DOCG Prosecco few DOCG producers,” says Lorenzoni. growing systems for new plantings. ing,higher extracts, lower yields, andspecific and specific areas of production, smaller to longer age to limited is production DOCG day, higher cost of production. nised, hence their higher quality but also their mecha be cannot which gradients steep on areproduction miumknownRiveareas–– as the cru areas relating to Prosecco DOCG’s pre that markets export to explain to task ficult dif a is It IGT.and DOC Prosecco from itself differentiates‘Superiore’DOCG the of quality systemquality conveyingis why howand the new the to linked difficulty main the DOCG, name for Prosecco. historic ‘Glera’,the wine) (and grape the call anyone wanting to make Prosecco will need to none,Trieste andGorizia. Outside area ofthis Belluno, , Padua, Treviso, Vicenza, Udine, of Porde Provinces the of areas lower the biadene.extendedThe incorporatesareaDOC Conegliano-Valdobof hills steep historic the and zone Asolani Colli and Montello the by represented status, ‘superiore’ or DOCG, en just over 70m predicted for 2012. possiblyand 2011, in 69m to 2003 in duced bottlespro 40m from rise, the onstill is tion producProseccoDOCGfor Andrise.” totend usually prices good, is going the when rule, market a “As Consorzio. the of ex-president market,”Adami,Francosaysthe regulate not and managing director. ofproduction,” says Gianluca Bisol, owner the area itsexpanding of possibility [the] limited well;however,very doing is hasco DOCG the markets, covering some 56 countries. “Prosec export other and European national, to sales in distribution equal with 2010, of turnover €13m their on sales in increase 19% a tered Since vintage 2009, Prosecco has been giv so are whythere reason the “Maybethat’s “One can createcanmarketcan“Oneone but rules, Prosecco Consorzio the to According io, bnhak opn, a regis has company, benchmark a Bisol, The DOC zone has roughly double the vine O T E N E V ------

2/12 MEININGER’S WBI 2/12 MEININGER’S WBI rnig” otrn ol lk t se more see to like would Motteran branding.” confusionof the toproduction,add DOC from mainly derive which labels, “Private bottles. key DOCG player that produces more than 4m AntonioMotteran,Malvolti, Carpenéof CEO a brand positioning and consumer loyalty,” says establish to able been not have image brand with producers benchmark why reasons the of one is areas DOCG and DOC both in tion DOC and DOCG production. ingto get consumers to differentiate between try in with, struggling ishierarchy Prosecco the that issues main the of one is branding wine is distributed in 75 countries. Italy. Exports have increased by 300%, and the in value in 55% by increasing years five last the over sales with growth, continuous seen bottle production of Zonin’s Prosecco DOC has Veneto. neighbouring of that to product Friuli its ing differentiat and branding its on harder work to needs also DOC the Fantinel,toAccording fall of Euro,the particularly against dollar.the helpedbythe is explains this HeUS. that the and Germany,UK as suchmarkets classic to is registering a 10% to 15% increase in exports year by 2012. a bottles 280m to soar to predicted wine, of amount the timesfour than makesmore yard area of the DOCG, S I S Y L A N A L A N O I G E R “Fragmentation and competition in produc producers, top of efforts the despite Yet 8m- the for responsible Zonin, Domenico MarcoFantinel, keya playerDOC Friuli,in t u b - - - tourism. interests. each than consorzio looking tobolster itsown rather production, of y areas two n the between o m r a h and‘political’ collaboration the strong traditional bind with ’s Garda’s Lake with bind traditional strong the to thanks Germany, – all above – as well Canada, as and US Belgium, Holland, remain marketsmain and the 65% sent of production repre Exports bottles. 11m produced Chi aretto 2011; in bottles 21m some producing years, five last the in fivefold increased has production Bardolino’s Bardolino, of sorzio method. Charmat Sparkling, inthe produced also revamped its a image newwith Chiaretto has Garda, Lake of shores the from rosé light a Chiaretto, tannins. silky and acidity crisp with wines spicy and berry succulent oaked, un- excellentvalue, some producing style, tic Now back on track, it has regained its authen all. at it become not did which oak, new and Cabernet Merlot, with up beefed becoming styles, wine international muscular, big, the simulate to tried Bardolino decade, last the seeing sales on a – positiveare uptrend. Over grapes Corvinone red from mainly produced lo, Bardolino’s light-to – medium-bodiedreds years by the better-known wines of Valpolicel- codn t Agl Prti f h Con the of Peretti Angelo to According recent in overshadowed being Despite

56 W - - - -

 15 municipalities PROSECCO DOCG  €498m in export value  296 bottlers  319 winemakers  7,840 grape growers Top five producers in value and volume  56.42m bottles  6 co-operative cellars  249 bottlers  116 winemakers  2,781 farms  6,583ha of vineyards  13 municipalities SOAVE DOC/G Top five producers in value and volume  €400m in export value  35% exported  65.76m bottles produced  166 Spumante houses  2,781 farms 5,600ha in 2011, to rise to  Top five producers in value and volume  65% exported  32m bottles:  2,700ha of vineyard BARDOLINO DOC GLANCE A AT VENETO  2011: 200m bottles (+28%)  2010: 156m bottles PROSECCO DOC ,100ha of vineyards  20,000ha in 2012 (plus 106ha of Superiore Cartizze) 1 6  Gini  Pieropan  Collis  Cantina di Monteforte  Cantina di Soave  Carpene Malvolti S.P.A.  Contarini Vini E Spumanti S.P.A. antina Produttori di Valdobbiadene   La Marca Vini E Spumanti S.C.A. Valdo Spumanti S.R.L.  Le Giare – Lenotti  Cantina di Custoza  Vigneti Villabella – Delibori  Cantina Caorsa  Cantina di Soc. Agr. Coop C

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