Piemonte, North-Western Italian region, is attending for the first time the London International Wine & Spirits Fair with 20 wine producers and consortia. At the Italian Pavillion (stand U50), Piemonte will be displaying its best oenological production, inviting all visitors to taste wine and spirits paired with food specialties. In addition Piemonte will also organise conferences and tasting sessions at the Italian Wine Seminar Area. With 44 different Doc (registered designation of origin) and 13 Docg (registered and guaranteed designation of origin) wines, covering 80% of the total production, Piemonte produce wines such as Barolo and Barbaresco. A snapshot of the wine industry shows 53.000 hectares of land under vines, with an average annual production of 450.000 tons of grapes, mainly from autochthonous vines, processed into around 3 million hectolitres of wine. Piedmontese wine and spirits sector also confirms its international vocation: 60% of the production is in fact destined to foreign Countries, headed by the United States and Germany. In 2006 the regional export reached around 1 billion euro, representing 20% of the national total, which is expected to grow in 2007 for a supposed 12%. Uk is the first destination for the Piedmontese beverage sector - wine, alcohol and spirits, mineral water and soft drinks - representing 20% of the Piedmontese exports, so as nearly 225 million Euros, and a third of the regional total to the European Union.
(adapted from http://www.centroestero.org/EN/Page/t02/view_html?idp=303)
The Italian wine industry is moving its first steps towards territorial marketing. In this view a region/appellation should be managed as a brand, with a unitarian image and a coherent price positioning. A brand that covers not only wine, but also food, tourism and handicraft. Probably one of the Italian regions that are more ahead in territorial marketing is Alto Adige. Piemonte has a much more pronounced diversity, but it's worth while to have a try.
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