Batali’s Law, the U.S. Wine Market & Vino 2015 Italian Wine Week

batali3Sue and I had a wonderful time at Vino 2015, the Italian Wine Week celebration in New York City. Besides speaking on the opening panel I was asked to write the Foreword for the conference program. The organizers have posted my essay on their blog. I will paste the first few paragraphs below. You can read the whole essay on the Vino 2015 website by clicking on this link. And here is a link to a story that emphasizes how my ideas about Brand Italy relate to Stevie Kim’s work at Vinitaly International. Enjoy!


2 responses

  1. Does Batali’s Law only apply to highly involved consumer’s?

    I have witness my wineries in their attempt to “sell-place” confuse consumer’s. A very well made Pinot Noir from the Russian River Valley, promoted their brand from the sub-appellation Green Valley and lost sales. In 2000 I was working with David Milligan former president of Chateau & Estate Wines, launching his own line of French Imports into the Southeastern US. We represented Chateau Renaud, a beautiful Macon wholesaling for $8.99 (distributor direct business model). Our distributors were only depleting 30 to 40 cases per month, which I believe was way under market potential. So I decided to change how we positioned the brand by taking “a step back” and selling it simply as a White Burgundy. Within 60 days depletion’s had increase to over 65 cases per month. By years end our Georgia Distributor was selling 70 to 100 cases per month. Now this one selling tactic can not be identify as the only cause for such growth.

    Sometimes marketers confuse consumer’s in an attempt to differentiate their brand by using “industry-language”. Applying a broader message versus a narrow message depends on the demand-supply equation

    Now I’m going to get some Neapolitan Pizza, not just pizza.

  2. A brilliant post, Mike. Whatever you get involved in, from stamp collecting to 21st century classical music, history to boat building, you discover complexity. It seems at first you’ll never master it. Then you get used to to subject being complex, messy and accept it. Some people react by writing off large sections of a subject. Others eventually can’t communicate with people outside their field of interest because they use jargon. But some, as you suggested, continue “explicitly considering their many sides rather than trying to reduce them to some homogenized generality.”
    And this complexity, properly appreciated, adds interest because there’s always more to learn about wine, or anything else.

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