L’Italia al Vinexpo 2011 di Bordeaux

Con i risultati finali dell’ultima vendemmia l’Italia è diventata il principale produttore di vino al mondo grazie al sorpasso di misura messo a segno nei confronti della Francia che deteneva il primato.

Lo ha reso noto la Coldiretti sulla base dei dati della Commissione europea che rilevano una produzione di 49,6 milioni di ettolitri per l’Italia superiore ai 46,2 milioni di ettolitri realizzata dalla Francia, su un totale comunitario di 157,2 milioni di ettolitri in calo del 3,7 per cento.

Ed è con questo fresco primato che l’Italia ha preso parte alla più grande fiera internazionale del vino e distillati, che si è svolta a Bordeaux, in Francia, dal 19 al 23 giugno 2011.

Una collettiva di circa 300 imprese tricolori e un ciclo di seminari dedicati al vino made in Italy con l’obiettivo di dotarlo di nuove chiavi di lettura e di comunicazione, ampliando e valorizzando la parte immateriale del prodotto, sempre più strategica nel quadro globale delle relazioni internazionali. Così il nostro Paese si è presentato, grazie all’Istituto nazionale per il Commercio Estero, al Salone Internazionale del Vino di Bordeaux.

Vinexpo rappresenta l’appuntamento mondiale del settore che, con cadenza biennale, offre un momento di confronto delle tendenze dei principali Paesi produttori di vino ed alcolici e un palcoscenico per la presentazione di nuove proposte di comunicazione globale. Quest’anno è prevista la partecipazione di oltre 2400 espositori provenienti da 47 Paesi.

“Il Vino racconta l’Italia” è la terza edizione di seminari tecnici che accompagna la presenza delle imprese italiane a Bordeaux nel corso degli ultimi sei anni. L’ampio consenso riscontrato fin dalla prima edizione con il ciclo “Viti Estreme” (2007) e successivamente con “Le Vie del Vino” (2009) ha segnato un importante passaggio verso un marketing esperienziale, cogliendo le istanze del consumatore post-moderno, fondendo insieme storia, cultura, tradizione, in un’esperienza originale, in qualche misura unica.

Un modello promozionale del vino made in Italy, quello proposto dall’Ice, che si presenta al consumatore globale trasformando l’approccio marketing da “un mercato di massa a una massa di mercati” lontano dall’impostazione di una produzione massificata.

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