Archive for category: Italy

The natural look

Pierpaolo Penco, Wine Intelligence Country Manager for Italy, discusses the latest Merano WineFestival and the growing importance natural and organic wines in Italian culture As a wine lover, I first attended the Merano WineFestival in…

Can Italian wine succeed without strong brands

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 Italy…

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…

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   Everything that is organic, biodynamic, sustainable…

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…

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 The Italian wine industry is often considered fragmented…

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

Dolce vitality?

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