Vernaccia di San Gimignano takes on foreign markets
The American mission of Vernaccia di San Gimignano has just ended. Two events were held, one at the Metropolitan Pavilion in New York and the other at Chicago’s Warwick Allerton Hotel, in which thirteen producers of San Gimignano presented their wines to operators, opinion makers and the trade press.
Both events were a huge success with the public. Besides the producers’ tasting tables, two seminars offering an introduction to the territory and the appellation were held, and tickets to both were completely sold out. Presented by Paul Wenger in both New York and Chicago, the seminars allowed journalists and operators to take an informed approach to Vernaccia di San Gimignano, a historical appellation with clearly defined organoleptic characteristics which identify it within the universe of white wines.
The mission was organised by the Consorzio della Denominazione San Gimignano and is the second leg of the promotional tour of the Appellation on foreign markets, which began in January with a similar event in Shanghai.
The Consortium’s President, Letizia Cesani, explains: “Our promotion strategy pursues two aims: one being to consolidate the reputation of Vernaccia di San Gimignano on reference markets and those that are already open to exports, such as the US outside of Europe and Germany within the EU, and the other being to introduce the appellation onto emerging markets such as Asia, where Vernaccia di San Gimignano is less well-known, thanks to educational and informative activities, with a view to creating future demand for this wine.
This promotional activity includes our presence at Prowein, which is going to be held in Düsseldorf in mid-March and will directly involve eleven estates from the territory, with which the Consortium will have a stand with over twenty labels of Vernaccia di San Gimignano available for tasting. It also includes the Preview which has just ended and which brought over sixty international operators, as well as sixty foreign and over eighty Italian journalists to the area.
It is essential for us not only to take our appellation abroad, but also to prioritise incoming projects, which we consider to be irreplaceable and fundamental to offer international operators and journalists the opportunity to know the terroir of this product and see the close ties that bind Vernaccia di San Gimignano and its producers to the area, its culture and its traditions. This is why the US mission that has just come to an end will be followed up in June by a visit to San Gimignano by a group of US operators, who will have another chance to taste the wines that they have tasted over the past few days, to visit the vineyards and the wineries and to get to know the producers’ families and our way of life”.