Dear
Partner,
Italy has
now a new way to export great wines
Until
“yesterday” what you could get from our wonderful Country was only:
1. Cheap wines from very big wineries with,
let’s be honest, not so good quality
2. Great wines made by small/medium
artisans, great quality but a bit expensive to be sold in your market 3. Most blazoned wines, very expensive, sometimes dificult to find as they come through entailement
This has
always been the dilemma, hasn’t it?
If we temporarily forget about the 3rd option, which is a sector we don't choose to opreate in..
In the
first case you would be able to buy and sell a reasonable amount of cheap
bottles and both you and your Customers (as well as the producer) very well
know that you are only making volume, not good margin and also not managing the
best of the quality that Italy has to offer
In the
second option, I am sure that when your Customers try those kind of wines, they
are all putting their mouth up and pleasantly nodding and then saying something
like “This is really good, I can feel the wood where it aged, great wine,
definitely above the average.. but also price is a bit too high, it would be
challenging for us to position it in our restaurants/shops/you name it..” Does
that sound familiar?
This is a
big problem because if on one side you are able to make some volume and make a
tiny margin per bottle, on the other side you risk to not be able to sell something
that people will like but just the price; and vice versa if you have the
opportunity to sell wine with good margin, you will need to push and fight
quite a lot because the price would be pretty high This big dilemma
represented exactly the starting point when we developed Vigna Italiana, we investigated how to find a way which could complement these 2 important dimensions
and go to the farthest extent in both directions
The result is that Italy has now a new way to export great wines,
this way is called Vigna
Italiana
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