FOCUS US: Multi-channel marketing in the USA: new tools for Italian wine producers to reach US consumers, restaurants and retailers in the 3-tier-system.

The scope of the first of three webinars focusing on the US market, organized by Vinitaly in collaboration with Colangelo & Partners, and the in-depth content of the series were immediately apparent given the names of the panellists. Vanessa Conlin, MW, Head Buyer of Wine Access, one of the main online wine sales platforms recently named "Top e-commerce wine seller" by the NY Times. Kevin Sidders, Founder and CEO of Vinconnect, a direct seller of imported wines whereby European producers can sell their wines directly to US enthusiasts thanks to the creation of the Wine Club. David Parker, founder and CEO of Benchmark Wine Group, the leading e-commerce site for collector bottles in the United States that is now beginning to take its first steps into the direct import business to serve the catering sector and fine wine retailers/fine wine stores, as well as collectors. Analysis of the alternative marketing channels that Italian wine producers can use for their wines on sale to Retail/Restaurants and consumers was the topic discussed under Moderator Gino Colangelo, President of Colangelo & Partners. The consumer experience at the heart of new strategies There is no doubt that the US is the largest wine market in the world: and in America, by tradition, there is always competition and growth. This system certainly does not make relationships between producers, consumers and restaurateurs easy: in a constantly expanding market seeking to cope with a pandemic running by now for almost two years, we have to create new business models based on virtuous relationships, where direct to consumer becomes the most effective operating philosophy. Dave Parker shared clear and comforting data about sales revenues for Italian Fine Wines on the American market, thanks to the introduction of a leaner and more immediate system which posted 67.3 billion dollars in 2020, representing constant growth of 25% on a yearly basis. Discussion then moved on to experience, where Kevin Sidder's expertise with Wine Clubs and communication strategies teaches that growth in recent years, although affected by the pandemic, is especially thanks to looking after the customer experience, whereby the producer interacts directly with the consumer. We only need mention just one example - hospitality in the wine cellar, an opportunity for the producer to cultivate a direct, closer relationship with the visitor, promote awareness of the brand in person, protect the reputation of the product and promote competitiveness. Unique stories are the basis for the brand reputation work of Vanessa Conlin: she and her team are involved in building brand identities around the products on sale through one of the most successful e-commerce sites in the United States, including limited time offers and partnerships with exclusive Wine Clubs. Italian wine, says Vanessa, represents 33% of wine sales throughout Europe, where Tuscan reds are in first place, followed by reds from Piedmont and the Veneto. There is no doubt that the Internet has created new opportunities and that Covid-19 has accelerated the Multi-Channel Marketing trend. And the future? Italian wine, millennials with their strong awareness of the central role of sustainability and all the potential envisaged by a new business system where passion for the relationship with final consumers is definitely in the forefront.