The Morellino di Scansano Docg Consortium will attend for the first time the London International Wine & Spirits Fair, to be held from 20 to 22 May 2008. Morellino di Scansano is the most recent "Denominazione di Origine Controllata e Garantita" (Docg) wine approved in Tuscany, and in the last years has been able to conquer an increasingly broad range of fans, not only in Italy but also in the international markets. The Consortium has recently decided to support and consolidate this phenomenon, that since now has developed spontaneously. The first step will be London, where the new institutional bottle of Morellino di Scansano, designed to represent a unique coherent image on the markets, is going to be launched. The UK currently represents 13% of the Morellino di Scansano export share in Europe.The value of a name, easy to pronounce even by non-Italians. A very peculiar geographical position, near to the sea. And a new Tuscan alternative to Chianti, Montalcino and Maremma. The recent success met by Morellino di Scansano Docg in Italy and abroad has originated by a complex mix of circumstances. Now it's time to put good luck aside, and decide a medium term strategy, with a unique image, a clear price positioning... It's the hardest work for an Italian Consortium.
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