Exploring the Italian Wine Business in Florida: Insight from Erin DeMara IWA at wine2wine Business Forum 2023

Erin DeMara IWA guided participants through the dynamics of the Florida wine market, highlighting the relevance of this territory for Italian wine producers. During the presentation, unique challenges and opportunities emerged, given the varied economic landscape of the state, from the magic of Orlando and Disney World, to the suggestive Riviera of the Panhandle. The session emphasized the importance of a correct combination of product, price and representation for the success of Italian companies, offering a detailed analysis of demographics, market regions and opportunities for prospective suppliers. By exploring who Florida wine consumers are, where they reside, and how producers can maximize their success, the session provided invaluable guidance in this ever-growing market.

Florida, with its diverse population, is a rapidly growing wine market. Tourism takes on a position of primary importance among the state's economic activities, driving wine consumption to an annual total of 300 million litres. In this context, restaurants play an important role, with more than 47,000 establishments contributing to an industry that generated 69 billion dollars in 2022 alone. The trend towards eating out in Florida is constantly increasing, influenced by the phenomenon of "empty nesters" - parents left alone after their children, now grown up, have abandoned "the nest". This demographic, retired and moving to Florida to enjoy the climate and tax breaks, represents a category that loves good food and wine. Now free from parental commitments, empty nesters have not only the time, but also the economic opportunity to explore new restaurants and appreciate the region's vast wine offering. Their presence in the market contributes significantly to the growth of Florida's wine industry, making it crucial to understand and meet their specific needs.

Erin DeMara IWA is a wine and restaurant industry expert with a 29-year career. For the past seven years, he have been working with 1821 Fine Wine and Spirits, a specialized importer, managing a portfolio of over 100 wines and spirits in Florida, USA. Erin also boasts the title of Certified Wine Educator from the Society of Wine Educators, is an Italian Wine Ambassador and an Educator for the Vinitaly International Academy, the only American professional to have both titles. Additionally, he is a Certified Spirits Specialist, a Certified Sommelier by the Court of Master Sommeliers, and an award-winning member of the Guild of Sommeliers.