Oscar Farinetti and the lost art of listening A wine2wine Business Forum 2022 session

Oscar Farinetti was a speaker last November at wine2wine Business Forum 2022 with a session on Made in Italy and Italian success in organic products, now available on Vinitaly Plus in podcast format. We remind you that the tenth edition of the International Wine Business Forum will return to Verona on 13 and 14 November 2023, with a focus on the Ambassadors of Italian wine and more than 70 sessions on marketing strategies, international markets, sustainability, innovation and much more.

Wine as a reflection of national identity

Wine is often recognized as one of the main pillars of national identity, however, according to Oscar Farinetti, founder of Eataly – the Italian food and beverage marketplace, many producers fail to effecitvely communicate that message. The wine sector, of considerable importance to the wider economy, should be narrated as a badge of national identity, an approach which other countries, notably France, have achieved with considerable success. According to Farinetti, effective storytelling is a catalyst for increasing sales and embodies what we can define as 'intangible value'. In particular, it seems that Italy is not yet able to effectively communicate the true essence and strength of its wine sector, namely the wide range of organic and sustainable products.

The value of a product: not just material

Effective communication of wine involves narrating its territorial roots, traditions and people involved in its production, in order to establish an emotional bond between consumers and wine. The role of storytelling is crucial, as it makes the product more relatable and engaging. This intangible value acquired by the product not only attracts consumers but also influences their perception of the product, their willingness to pay a higher price, and their inclination to share the experience with others. All of this can have a tangible impact on sales.

Oscar Farinetti

Oscar Farinetti was born on 24 September, in the middle of the 1954 harvest, an excellent vintage for wine in Alba, capital of the Langhe. His mother is from Barolo, his father is from Barbaresco. He lives on the tip of a hill, among his vineyards. He is the founder of Unieuro and, subsequently, Eataly. At the end of 2020 he launched his third major project: Green Pea, an immense department store entirely dedicated to high quality and design non-food products, but at the same time built in harmony with the earth, air and water, that is, sustainable. He owns various farms where he grows and processes organic products. He has received two Honorary Doctorates, has written several best-selling books and lectures around the world.