Unit 6 Falcon Park Neasden Lane London NW10 1RZ Tel: 0800 328 0358 Fax: 0208 438 4608 sales@theitalianwinecompany.com www.theitalianwinecompany.com Key contacts Managing director Franco Bucci General manager Steven Dawson National sales managers Derek Clark Garry Boldy London sales managers Daniele Pomponi Antonio Montesanti Franco Scolari Roberto Perrone Sanjay Patel Key brands Il Borgo Verga Gaudio Cá Montini Zanetta Villa Silvia Colli Fiorito Giallo For the last three years The Italian Wine Company has succeeded in establishing Italian wine brands in the UK by building on products that retail at less than £5. Managing director of The Italian Wine Company Franco Bucci says: "There are some wines priced over £5, for example Montana, that weren't launched at that price." Bucci believes that in order to create a successful brand with a price point over £5, you need an established product in that brand that retails at under this crucial figure. "The consumer will then feel more comfortable in investing money in a new product that costs more," he says. Distribution is crucial to brand building and Bucci recognises this saying: "If you have a wine that retails at more than £5, it becomes very difficult to get the distribution." The Italian Wine Company's strategy has been deliberate, concentrating on "two bottles for £5" promotions. Bucci says: "At the moment, II Borgo is likely to be the strongest Italian wine brand in the UK. The Borgo range is stocked in all the independent sector across the UK, major cash and carry stores, supermarket multiples but not the big hypermarkets." Cheers to small wine producers Bucci believes that the small wine producer's role is, by definition, small but important. "With limited shelf space in supermarkets and more and more brands being created, the small producer has to accept their role will diminish in the overall scheme of things." However, he adds: "This doesn't mean they will not be able to sell their product or that they should stop producing it. On the contrary, they need to accept that their products can only be sold by specialist retail outlets or by smaller independent distributors." Bucci believes that they will succeed as long as they differentiate themselves from the brands. He says: "Why create an oaked chardonnay that can be bought for less, with better packaging and with the same quality from larger producers. Small producers need to be different, be better and take advantage of the weaknesses that the larger producers face." Getting it right Bucci cites Cá Montini as a good example of a small producer who adapted to survive. "Cá Montini made some excellent quality wines from Veneto, typically Soave Classico and Valpolicella Classico, but could see itself pushed out by the large producers. It decided that in order to sell more wine it needed to create a product that would stand out from the plethora of wines produced in Veneto. "The result was the Luna di Luna range, a unique and exciting product that is presented in a choice of blue, black, red and green bottles. Luna di Luna is now the fifth most imported brand in the US ahead of Jacobs Creek (Database 2000)." The Italian Wine Company pioneered sales of Luna di Luna, which can now be purchased in Bestway, Parfetts, Batleys and many more cash and carry wholesalers. Bucci says: "It is crucial to create a PoS difference in the supermarket and no wine is likely to match Luna di Luna in this area." Daring ventures The Italian Wine Company is about to launch Giallo, which is Italian for yellow and the appropriately coloured bottle is clearly aimed at attracting the consumer. Bucci says: "It's our most daring venture to date, a Nebbiolo doc from Piedmont, a truly noble grape in a striking package with a retail price point of £4.99. The wine is la piece de resistence' and much more valuable than its retail price!" Available across the UK, Giallo offersan enticing margin for the retailer and the launch will carry a considerable marketing campaign along with it. Bucci explains: "To launch the new product we have created a promotion that will benefit retail outlets. Buy a case of Giallo, call a freephone number for an A2 size poster and receive a free case of wine worth £29.94." Bucci is very confident that the promotion will attract attention: "This is a launch with a difference ­ all retailers have to do is hang the poster in their window. Four retailers will also win £1000's worth of Giallo from a free draw." {{Z SUPPLEMENTS }}