The topic comes up often, and it’s one of those that can easily spark debate among “industry professionals.” I wrote about it a few days ago in this article, and thinking that Vinitaly might be the right occasion to take the pulse of the situation, I tried to interview producers (and others) on the subject.
I still believe the mistake lies in treating wine communication as something absolute, when in fact it should—and could—be dynamic.
The point is not to change the communication exchanged between professionals, but to pay attention to who your interlocutor is.
When I talk about simplification, I want to be clear that I am referring to the form, not the content. Wine deserves respect, but I believe that a type of communication that starts from the territory and from people can be more appealing than one that starts directly from the product.
I am also firmly convinced that beginners and young people are two “categories” that the wine world does not nurture enough, even though, in my view, they represent large and interesting market segments. I also believe that this audience far too often receives a type of communication that is inadequate and not very inclusive.
So, beyond my personal opinion, I thought it was right to give the floor to those who work in the wine world. Federico Gabriele and I collected around twenty testimonials, “snatched” from our interlocutors during a moment of peak Vinitaly hyperactivity. It wasn’t easy, but the result seems to speak for itself…
Clicca qui per vedere tutte le interviste
