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Can Italian wine succeed without strong brands

Italian wine branding

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

April 2018

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 […]

February 2018

Il boom dei vini naturali

Italy Natural Wines

Italy has embraced the sustainable wine movement more strongly than any other major production country, according to Pierpaolo Penco, Wine Intelligence Italy Country Manager

January 2018

Press release: Sparkling wine enjoying long-term growth in Italy, according to new report by Wine Intelligence

Sparkling Wine in the Italian Market 2018 (IT)

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

Sparkling Wine in the Italian Market 2018 (IT)

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

Wine2Wine Logo square

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

September 2017

Does wine tourism boost sales?

wine tourism

Evidence from Friuli Venezia Giulia suggests that tourism can create a legion of ambassadors for a region’s wine offering

July 2017

Vinitrac® Sparkling Italia 2017


Ad Agosto, sara’ lanciato il primo sondaggio sul mercato italiano delle bollicine

December 2015

Dolce vitality?


Italian wines are undergoing a renaissance. Does the industry have the structure to sustain it?

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