The news that Italian wines were not included among the products affected by the customs duty imposed by the Trump government seemed a great relief. However, we were mindful that all of 2020’s other uncertainties remained, including the most troubling: Brexit. We had not yet seen the devastating effects of Coronavirus.
Through analysis of every single market, we are witnessing the Baby Boomers passing the baton to Generation Y in the United States. It is a delicate transition phase. Young people must be loyalised. Now more than ever, a direct affinity and targeted meetings are needed to raise the new market’s awareness that Italian wine can surpass French wine in the USA.
The worst-case scenario in the UK is that there will be no free trade agreement with Europe. However, history, with its ebb and flow, has taught us that this too can be overcome.
The Russian market is different. Young. Its motto is to intercept trends. Current trend keywords include orange wine, organic and natural wines.
Finally, the Asian market has seen online wine purchases soar because of the Coronavirus.
Now all markets have stalled. Consequently, we are witnessing the promotion of fiscal, financial and tax levers. But nature follows its own pace! Winemaking has a natural vegetative cycle which does not follow any rules except its own.
What is the point of a redundancy fund for winemakers? Can a vineyard be put on stand-by like an invoice from any company service provider?
Today the agricultural sector requires simplification, technology and a united front to view the world with awareness and conviction. It also needs missions abroad, reduction of unnecessary costs, support for production, innovation, investments in e-commerce, tax auditing, reduction of certification costs, more awareness of organic/biodynamic production, direct liquidity and investments in logistics.
Winemakers require a single powerful promotional message! A message that expresses the strength and anger of those who are struggling in this context without securities. Because nature can rebel at any moment.
We are currently working safely in the countryside, adopting all the necessary measures to return home with the confidence that we are taking no risks. But now, more than ever, we need to plan for tomorrow. Firstly, we must anticipate trends in the agricultural and wine sector.
Nobody is asking for pro bono assistance. Every Italian company is only asking to seize this opportunity to be relaunched in the future.
This context is similar to that of a war. Each world war required a recovery plan. Now is the time to analyse such a plan, because wine will always remain the most important beverage from the most beautiful country in the world: Italy.
Tenuta Liliana Staff
Italian Wine in 2020
