Italy Country Manager Pierpaolo Penco reflects on how the market success of many Italian wine brands seems to depend more on the ability to create categories that fill market gaps at every price point, rather than on developing corporate brands
The other ‘4Ps’ of Italian wine
While the textbook definition of the 4Ps Product, Place, Price & Promotion might be used to explain the success of Italian wine in export markets, the truth is that the category benefits more from another set of 4Ps: Pizza, Pasta, Prosecco and […]
Il boom dei vini naturali
Italy has embraced the sustainable wine movement more strongly than any other major production country, according to Pierpaolo Penco, Wine Intelligence Italy Country Manager
Press release: Sparkling wine enjoying long-term growth in Italy, according to new report by Wine Intelligence
For Immediate Release: 19 January 2018 This first Wine Intelligence report on the Italian sparkling wine market, written in Italian, finds that sparkling wine is enjoying long-term growth in Italy. This trend is largely driven by the prevalence and popularity of Prosecco. […]
Sparkling Wine in the Italian Market 2018
In this first Wine Intelligence 74-page report on the Italian sparkling wine market, written in Italian, we look into the consumption behaviour and perception of different sparkling wine types of around 31.6 million Italians (around 64% of the adult population), who have […]
The rise of digital and other takeaways from Wine2Wine in Italy
Pierpaolo Penco, Wine Intelligence’s Country Manager for Italy, shares his perspective on the latest industry developments as showcased at Italy’s annual wine business forum
Does wine tourism boost sales?
Evidence from Friuli Venezia Giulia suggests that tourism can create a legion of ambassadors for a region’s wine offering
Vinitrac® Sparkling Italia 2017
Ad Agosto, sara’ lanciato il primo sondaggio sul mercato italiano delle bollicine
Italian wines are undergoing a renaissance. Does the industry have the structure to sustain it?