Considered at the “end of its career” by many operators and analysts already about ten years ago, Pinot Grigio from the north-east of Italy doesn’t pay attention to those opinion leaders, focuses on its loyal consumers and continues to beat its own records.
A long seller or, if you prefer, a highlander.
In 2023, 1,661,384 hl of Pinot Grigio delle Venezie were bottled, +2% more than the previous year. In percentage terms it may not seem like much, but in absolute terms it means almost 5 million more bottles than 2022. In a year of worldwide decrease in wine consumption.
The positive trend in demand is also demonstrated by the drop in stocks from the previous harvest, so much so that as of 31 December 2023, over 83,000 hl of the 2023 vintage had already been bottled.
Some might say that the merit lies in the organoleptic style of the wine, but this would mean dangerously underestimating the role of companies and institutions that have been able to position and enhance it on the market, from Santa Margherita at the origin to the Consorzio Vini DOC delle Venezie nowadays.
In these first 5 years of activity, the Consortium has been able to define a shared direction, managing and integrating situations that appeared distant and different considering that it covers 27,000 potentially claimable hectares, distributed over three regions.
“We guarantee an important system balance of the designations of origin of the Triveneto for the production of Pinot grigio” states the President of the Consortium Albino Armani and continues “We represent a valid support in terms of international positioning and quality, also thanks to the certified traceability guarantee by Triveneta Certificazioni and by the State seal on all bottles on the market”.
A growth path that is also reflected in the Consortium structure, with the arrival this year of the new Director Stefano Sequino, immediately committed to implementing the strategies defined by the Consortium’s Board of Directors.
“It will be important to strengthen supply governance measures useful for supporting the supply chain and monitoring volumes as well as promotional activities, also on the internal market, with the aim of supporting visibility, territorial identity and maximum recognition from consumers. – recalls Sequino – The objective, on the promotion front, is to consolidate mature markets, such as the United States, UK, Germany and Canada, but also to reach and encourage emerging markets”.
The Consortium is in fact ready to restart with promotional and information activities aimed at strengthening its presence in the markets and increase the identity value of the denomination in terms of quality, culture and territory. In addition to participating in the main sector fairs, starting with Wine Paris & Vinexpo, ProWein and Vinitaly, the DOC Delle Venezie has also put the spotlight on South-East Asia, with the aim of developing new networks with the specialized audience of buyers, press and industry professionals.