The WINExcel Method E-Book

Mihaela Cojocaru

• Herausgeber: Youcanprint
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2024

Beschreibung

In an increasingly saturated wine market, looking beyond borders is the key to growth. However, exporting without proper preparation can lead to costly mistakes: unclear objectives, superficial analyses, or poor partner choices. "Metodo WINExcel" is a practical guide that takes you step by step through the process of succeeding in international markets. It will help you:● Define a clear and actionable export strategy;● Assess your company's capabilities and identify new opportunities;● Create competitive price lists, sales conditions, presentations, and offers;● Manage the sales network and select the right business partners;● Choose the best markets for your wine. With real-life examples and practical tools drawn from my field experience, you'll learn how to tackle each stage of exporting simply and effectively. This book is designed for producers, export managers, wine brokers, and students who want to turn global challenges into opportunities. With "WINExcel Method", you'll have the right method to grow, stand out, and take your wine to the world.

Leseprobe

Contents

Titolo

Diritto d'autore

Contents

Foreword

Introduction

Step #1 - Analysis

1.1 The winning mindset: the key to stand out

1.2 Internationalization strategy

1. SWOT analysis

2. Market research and prioritization of target markets

3. Selection of a strategic entry and development mode in target countries

4. Creating your business plan

5. Implementation of the business plan and development of selected distribution channels

Step #2 - Preparation

2.1 The value of the corporate and personal brand

2.2 Building a successful team

2.2.1 The essential qualities of a successful wine salesperson

2.2.2 The value of networking

2.3 Impactful business presentation materials

2.4 Define pricing lists and sales terms

2.4.1 The selling price

2.4.2 Pricing strategies

2.4.3 How to increase prices without losing customers

2.4.4 Techniques for successfully negotiating a lower price

2.4.5 Creating price lists for export, HoReCa, and retail

2.5 Tips for Win-Win collaborations

Step #3 - Sales

3.1 Introduction to B2B sales strategy

3.2 Lead generation

3.2.1 Lead generation: Outbound Strategies

3.2.2 Lead generation: strategie inbound

3.3 Lead Management

3.4 Lead conversion into customers

3.4.1 How to persuade a customer to buy your wine

3.4.2 The art of building lasting relationships for success

3.5 How to close a sale successfully

3.5.1 Your first offer

3.5.2 Negotiate: how to create value agreements

3.5.3 Formalize the agreement with a signed contract

3.6. Customer loyalty and after-sales support

3.7. Measure and continuously optimize

Guide

Copertina

Indice

Start

Title | WINExcel Method

Author | Mihaela Cojocaru

ISBN | 9791222782041

© 2024 All rights reserved by the Author

No part of this book may be reproduced without the prior permission of the Author.

Youcanprint

Via Marco Biagi 6 - 73100 Lecce

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Made by human

Contents

Foreword

Introduction

Step #1 - ANALYSIS

1.1 The winning mindset: the key to stand out

1.2 Internationalization strategy

1. SWOT analysis

2. Market research and prioritization of target markets

3. Selection of a strategic entry and development mode in target countries

4. Creating your business plan

5. Implementation of the business plan and development of selected distribution channels

Step #2 - PREPARATION

2.1 The value of the corporate and personal brand

2.2 Building a successful team

2.2.1 The essential qualities of a successful wine salesperson

2.2.2 The value of networking

2.3 Impactful business presentation materials

2.4 Define pricing lists and sales terms

2.4.1 The selling price

2.4.2 Pricing strategies

2.4.3 How to increase prices without losing customers

2.4.4 Techniques for successfully negotiating a lower price

2.4.5 Creating price lists for export, HoReCa, and retail

2.5 Tips for Win-Win collaborations

Step #3 - SALES

3.1 Introduction to B2B sales strategy

3.2 Lead generation

3.2.1 Lead generation: Outbound Strategies

3.2.2 Lead generation: strategie inbound

3.3 Lead Management

3.4 Lead conversion into customers

3.4.1 How to persuade a customer to buy your wine

3.4.2 The art of building lasting relationships for success

3.5 How to close a sale successfully

3.5.1 Your first offer

3.5.2 Negotiate: how to create value agreements

3.5.3 Formalize the agreement with a signed contract

3.6. Customer loyalty and after-sales support

3.7. Measure and continuously optimize

The WINExcel method offers a strategic approach to expanding your wines' presence in international markets. With a combination of strategies and practical advice, you will discover how to achieve the desired success, ensuring sustainable growth and a strong reputation for your brand.

The book stems from a personal journey of hands-on experiences, enriched by the knowledge gained through years of study, reading, and continuous training. It is not just a collection of guidelines, but a synthesis of years of work, successes, and challenges faced in the sales sector, whether in wineries, agencies, or as a wine broker.

The content is structured around three fundamental steps, essential for achieving success and presenting yourself professionally: analysis, preparation, and sales. Each of these steps has been developed based on real-life experiences and lessons learned directly in the field, using simple and accessible language. I didn't just focus on sharing sales strategies and techniques; I also wanted to offer my perspective on the dynamics of the industry, with particular emphasis on building lasting relationships with clients and partners. Additionally, you will find insights on how to build a solid company identity, a strong brand, and a digital strategy. For these last aspects, which are covered only at an introductory level, I invite you to join one of my dedicated courses.

This manual represents the result of constant dedication and a deep passion for the world of wine. My hope is that it will serve as a practical and inspiring guide for those, like me, who are involved in this fascinating industry.”

Enjoy your reading!

Mihaela Cojocaru DipWSET

Foreword

The idea of sending that email to ask for support from an expert like Mihaela wouldn't leave me in peace. My desire to explore and understand new wine markets beyond Italy's borders had become a concrete project. Mihaela's professionalism, expertise, and experience, combined with her simplicity and humanity, were decisive in giving momentum to my project as an export manager in Latin America, collaborating with wineries eager to expand into less explored markets.

I had the pleasure of reading her book, carefully applying the suggestions and strategies described meticulously. These tips opened important doors for me, allowing me to establish new relationships that are crucial for the development of my business.

Discussing wine export to international markets is a complex and multifaceted topic. The first part of the book precisely addresses the global wine market, analyzing international trade and focusing on the challenges that Italian companies face compared to the more famous French wineries. One passage that particularly struck me is the call for cohesion and collaboration, a lesson that I have also embraced in my role as a broker, drawing inspiration from the French model.

Part #2 delves into the core strategies for wineries looking to expand abroad. Mihaela clearly explains the importance of brand identity and business strategy, essential elements for remaining competitive in the market. The discussion of pricing, presented in a simple yet thorough manner, illuminated a crucial aspect that is often overlooked but is essential for ensuring a proper entry strategy and stability in the industry.

Part #3, finally, is dedicated to the practical application of all the knowledge acquired. I had the opportunity to put these concepts into practice, and they helped me solidify my project. It's true that every profession needs a starting point, and I began precisely by following the principles described in the book. During the organization of my trip to Colombia to present the wineries from Veneto and Friuli at the Italian Center in Barranquilla, Mihaela asked me to read her book and share my impressions. I used the book as a practical guide, a true handbook. This is not just a compliment; the results speak for themselves: what I learned has helped me achieve my goals.

I thank Mihaela for her support, patience, and availability. She is a highly skilled and sensitive professional, qualities of invaluable worth.

Chiara Marinella SalaImporter ColombiaWine broker LATAMWine & Food [email protected] @peccati_divino.com

Foreword

If you have this book in your hands, your ambition is to grow professionally in a sector where simple competence is no longer enough. Intuition, passion, character, emotional intelligence, and cultural awareness are the foundation for interpreting a dynamic and highly competitive market.

Wine is a product with a predominant cultural content, and the instrumental goal of those working in this sector is to enhance and nurture the competencies of the consumer/client, who, for their part, demands completeness and transparency in both communication and commercial transactions.

The value perceived by the customer becomes the core of a marketing plan where knowledge management finds a vehicle—while also being a source of new knowledge—in a professional, engaging, and, why not, also emotional storytelling.

Mihaela is the professional who can provide you with all these valuable ingredients. This book is indeed written by a specialist who has amassed years of study, travel, teaching, and international experience, consolidating her unique offering around parameters of precision and care, meticulousness and warmth, consistency and timeliness.

For me, Mihaela is first and foremost a valuable friend, but she has also been a teacher and, later on, a work colleague. I can therefore say that I know her from multiple perspectives and present her— with admiration and affection—as a woman of great determination, extremely meticulous, skilled, and prompt in identifying and pursuing the most suitable ways and means to quickly achieve her goals and bring them to fruition over time.

Possessing a discerning palate and a profound knowledge of wine, her ability to convey its essence is direct, effective, and devoid of embellishments. For this reason, I believe that her personal perspective—distilled in the professional method encompassed within these pages—serves as a valuable tool for those seeking a pragmatic view of the wine world, aimed at achieving solid, tangible, and lasting results over time.

Let the acquisition process begin!

Paola RestelliWine immersive ambassadoIG @wine_immersionLinkedIn @paolarestelliwww.paolarestelli.com

Acknowledgments

Writing this book on export has been an extraordinary journey, made possible by the support and inspiration of special individuals who have left an indelible mark on my path.

First and foremost, my heartfelt gratitude goes to my mother. Your unwavering support at every stage of my life has been my rock and my guide.

To my husband, my greatest supporter, I extend my special thanks. When I doubted myself, you believed in me.

A warm thought goes to Chiara. Your attention to detail and invaluable suggestions have made this manual more precise. Thank you for encouraging me to transform my consultancy into a book. Without you, this book would not exist.

I would like to thank all the friends who actively contributed, such as Ana, Sofia, Carla, Mina, Maria, Erika, Marina, Daniela, Pavla, Emanuela, and Paola. Your willingness to participate in my surveys and share your experiences has added a human and concrete dimension, making it an even more useful tool for those venturing into the world of export.

I wish to express my sincere gratitude to all the individuals with whom I have had the privilege to collaborate, whose contributions have profoundly enriched my professional journey. A special thanks goes to the Apollonio brothers, Massimiliano and Marcello, who initiated my adventure in the wine world; to Francesca Misculin from the Brandland agency, who opened the doors to the Asian market for me; and finally to Edoardo Freddi, who taught me the importance of seizing every opportunity and nurturing meaningful relationships over time. Their experience and support have been fundamental to the success of my work.

There are many others I would like to thank for making my journey in export not only stimulating but also worthy of sharing. The lessons learned and experiences shared are now the foundation of my consultancy to train future export managers.

My journey through the world of wine

In 2007, I began my adventure in the wine world as a secretary at Apollonio Winery, leveraging my language skills to manage international communications. What initially started as just a job soon transformed into an overwhelming passion, leading me to explore a sector rich in history, tradition, and innovation.

Today, I look back on my professional journey with gratitude. Wine is not just a product; it is a connection between emotions, stories, and people. This passion has opened doors to travel, new friendships, and the opportunity to showcase our wines in unexpected places, enriching both my professional and personal skills. I fondly remember my first tentative presentations of the winery: "Founded in 1870, now in its fourth generation, specializing in dry red wines and long aging...".

My path continued, taking me to work with various wineries as a wine broker and later with the Brandland agency. Along the way, I deepened my knowledge by attending courses and studying marketing, export strategies, and sales. In 2016, my collaboration with AccademiaVino Milano as a WSET Educator marked a significant turning point. I had the privilege of sharing my passion with students, offering not only technical knowledge but also a journey into the vast universe of wine. Subsequently, in 2022, I began collaborating with Italian Food Academy®, where I teach courses on wine marketing and train future food export managers through project work. It is rewarding to see students achieve their professional goals of internationalization.

These experiences inspired me to create the "WINExcel Method," a project born from the desire to share my experience with those entering the world of wine sales abroad. The book provides essential tools for successfully navigating this competitive sector. It is not just a technical manual; it is a practical guide that combines theory and experience, designed for those looking to embark on a professional journey in the wine industry. It serves as a foundation from which to face the challenges and seize the opportunities that the sector offers.

I hope that the "WINExcel Method" becomes a companion on your journey toward success, providing the basic tools and knowledge necessary to stand out. I am here to offer you consultancy and support along the way, whether you are just taking your first steps or looking to refine your skills.

Ready? Pour yourself a glass of your favorite wine, and let’s get started…

Introduction

Over the past thirty years, the wine sector has undergone a profound transformation, driven by the evolution of global markets and the increasing number of producers worldwide. These changes have compelled wineries to refine their internationalization strategies, relying on a solid understanding of the markets and maximizing the potential of new technologies and the prestige of "Made in Italy."

The wine landscape is now more diverse and complex than ever. While traditional wine-producing countries maintain their dominance in global production, new powers such as Argentina, the United States, and Chile have emerged as key players, offering high-quality wines at competitive prices. This situation has generated intense competition between producers from the Old World and the New World, forcing them to reorganize the entire sector.

Market overcrowding has become the norm, with thousands of labels competing for shelf space in stores, spots on restaurant wine lists, and placements in distributors' portfolios. In this context, the challenge for producers is twofold: on one hand, to stand out in a saturated market; on the other, to cope with declining consumption that tests even the most established brands.

The key to success lies in the adoption of innovative and targeted strategies, both in communication and international relations. Only through effective market management will it be possible to capture customer attention and ensure a stable and successful presence across various distribution channels.

Global wine production overview

The 2023 vintage may go down in history for its low production, approaching the levels of 1961, when only 214 million hectoliters were produced. In 2023, production reached just 244.1 million hectoliters from a vineyard area of 7.3 million hectares. Adverse climatic conditions impacted many wine regions, with floods, frost, extreme drought, and plant diseases significantly contributing to the reduction in production.

In 2022, global production was 258 million hectoliters, marking a slight decrease of 1% compared to 2021. This minor decline was attributed to a harvest that was more abundant than expected in Europe, despite the challenges posed by drought and heatwaves during spring and summer. Production levels in the Southern Hemisphere remained average.

However, 2023 represents a harsh blow after four years of substantial volume stability, which had remained around 260 million hectoliters. A careful analysis of trends since 2000 reveals a slow but steady decline in production, highlighting how the climate crisis has become the main adversary for wine businesses globally. For the first time in nine years, Italy recorded a significant drop of 12%, falling to 43 million hectoliters and relinquishing its title as the world’s largest producer to France, which remained stable at 45.8 million hectoliters compared to 2022. This outcome marks a significant shift in the balance among the world's major wine producers.

In a context marked by extreme climatic conditions and significant impacts on vine cultivation, it is also essential to consider the overall decline in consumption and the increase in wine inventories, particularly in Italy. This situation presents a unique opportunity to rethink and restructure production and distribution strategies on a global scale.

A lower production year like 2023 could, paradoxically, help restore balance in the wine market by reducing oversupply and stabilizing prices. Wineries, producers, and distributors must now confront the challenge of adapting to these new realities, maximizing the opportunities presented by market changes and new consumption trends.

Italy is preparing for a particularly early 2024 harvest, rich in uncertainties due to the effects of climate change. High temperatures and a lack of rainfall have accelerated grape maturation, leading to the harvest beginning 10-15 days earlier than the historical average. According to Coldiretti, the 2024 vintage presents multiple uncertainties, primarily due to its early start, which will "spread" the harvesting operations over four months.

In addition to the climatic challenges, Coldiretti has expressed concern over certain European Union policies, particularly the European Commission's approval of warning labels adopted by Ireland, with Belgium now seemingly following suit. These labels, deemed by Coldiretti as a trade-distorting measure, are viewed as an ideological approach toward wine, a product that is an integral part of the Mediterranean diet and boasts a history of over ten thousand years.

Despite the challenges, the 2024 harvest offers a unique opportunity for Italy to demonstrate its resilience and ability to adapt to new climatic and political conditions. With careful management of resources and relationships with international markets, the Italian wine industry can not only overcome current difficulties but also solidify its position as one of the leading wine producers in the world. (Information from www.coldiretti.it)

Global wine consumption

Wine consumption has shown a negative trend since 2018. This decline can largely be attributed to a significant drop in consumption in China, a market that previously represented one of the most promising areas for growth.

China has recorded an average loss of about 2 million hectoliters per year, which was further exacerbated in 2020 due to the COVID-19 pandemic. Global lockdown measures, challenges faced by the Ho.Re.Ca. sector (Hotels, Restaurants, Catering), and the absence of international tourism have had a considerable impact on wine consumption worldwide.

The pandemic hit the wine industry hard, which faced not only a decrease in consumption in restaurants and bars but also a shift in consumer behavior. Many consumers opted to drink alcohol at home, often favoring cheaper or more familiar beverages, such as beer and spirits. The closure of borders and the lack of tourists reduced sales in many key wine regions, such as Italy and France, which heavily rely on wine tourism for their direct-to-consumer sales

Traditional wine-producing countries, such as Italy, France, and Spain, are experiencing a decline in consumption, while emerging countries are witnessing significant increases. Over the past thirty years, per capita wine consumption in Italy has more than halved, dropping from over 80 liters to approximately 35 liters per person per year, with forecasts indicating further declines in the coming three years. France and Spain have also seen substantial decreases in consumption, with declines of 19% and 29%, respectively, over the last 15 years.

While traditional markets show signs of stagnation, countries like the United States, the United Kingdom, and Russia are emerging as new consumption hubs. The United States, in particular, has become the leading global market, with steady growth reinforcing its global position. However, challenges such as geopolitical tensions, energy crises, and logistical issues are negatively impacting global consumption, which has recorded a slight decline.

The European Union, while maintaining a dominant position, continues to see a slow but steady reduction in consumption, reflecting a downward trend that has been ongoing for years. In contrast, emerging markets such as South Africa are showing positive signs, while Asia presents a more complex picture, with China in decline and other countries like India and Vietnam beginning to gain traction.

In this context, wine producers face the dual challenge of adapting to new consumer preferences and exploring growing markets. The increasing interest in organic, natural, and low-alcohol wines, particularly in younger markets like the United States and Australia, requires innovative and flexible strategies. To remain competitive, export remains a crucial strategic element, especially for Italian wineries, which must continue to invest in quality, innovation, and marketing to seize the opportunities presented by evolving global markets.

Causes of fluctuations

Wine has always been a fundamental element of the culture and gastronomy of many countries, but the decline in consumption presents complex and multifactorial causes. Economic factors, for instance, have a significant impact. During periods of uncertainty, households tend to reassess their spending, prioritizing essential needs. In times of recession, wine, often viewed as a discretionary purchase, may be one of the first items to be cut from the budget.

Adverse weather conditions are another factor that cannot be ignored. Late frosts, prolonged droughts, and other meteorological challenges have a direct impact on grape production, causing fluctuations in wine availability and, consequently, in prices. However, modern harvesting has seen the introduction of advanced harvesting machines capable of selecting and picking grapes at the optimal time. This not only enhances wine quality but, with the implementation of automated irrigation systems, has made water resource management more efficient.

Winemaking itself has been revolutionized by new technologies. Intelligent fermentation tanks provide real-time data on temperature, pH, and sugar content, enabling winemakers to make precise adjustments. Techniques such as infrared spectroscopy analyze the composition of the grapes, facilitating informed decisions during blending.

In a competitive landscape, the wine industry also faces the rising popularity of craft beers and spirits, which are capturing the attention of consumers, particularly younger generations. These consumers, increasingly health-conscious and focused on wellness, are gravitating toward low-alcohol options.

To tackle these challenges, it is crucial to effectively segment the market. Investing in market research and data analysis allows for a better understanding of the specific needs of consumers, particularly younger and digitally connected demographics. Marketing plays a key role in shaping perceptions of wine. Creative and targeted campaigns can revitalize interest, creating engaging experiences that promote responsible consumption.

Artificial intelligence is emerging in the fields of tasting and marketing. AI algorithms can analyze consumer preferences, making the purchasing experience more personalized. AI-driven virtual tastings provide tailored recommendations and educational content, further enriching the sensory experience.

Wine tourism represents one of the most fascinating and promising opportunities in the world of wine. Organizing food and wine tours, wellness experiences, and other tailored offerings not only attracts new visitors but also strengthens the bond between the brand and consumers. These experiences allow visitors to immerse themselves in the culture and history of wine, making the product not only more memorable but also more desirable. If you wish to explore how to develop quality tourism and learn in detail about history, regulations, and best practices, I highly recommend the book 'Wine Tourism in Italy' by Dario Stefàno and Donatella Cinelli Colombini.

I have seen firsthand how wine tourism can translate into concrete sales opportunities. For instance, while working at the Apollonio winery, a tourist, after visiting our facility, asked their trusted retailers to import the wines they discovered during their stay. This interest led us to secure an importer in New York state, demonstrating the potential of wine tourism to create new business connections. For this reason, I encourage you to open your wineries and warmly welcome guests!

If you want to learn more about the updated data on food and wine tourism in Italy for 2024, you can download the report from Divinea and Wine Suite. Utilizing information from the Wine Tourism and Direct-to-Consumer Sales Report, the document provides a comprehensive analysis of the figures related to Italian and international wine tourism, new industry KPIs, the best-selling experiences, opportunities in the direct-to-consumer channel, and the sales gap between Italy and its competitors. Download it from the link https://winesuite.divinea.com/it/report-enoturismo-vendite-dtc-2024

Investing in educational programs is crucial not only for enhancing the understanding of the unique characteristics of wine and the benefits of sustainable practices but also for building transparent and authentic communication regarding production processes and obtained certifications. As a WSET Educator and instructor in various marketing and export courses, I emphasize the importance of consumer education.

Education and information should not be limited to consumers. Today, Italian wineries have a valuable opportunity: they can enhance the skills of their staff by utilizing public funds available for free training. By leveraging resources like the FonARCom fund, companies can offer courses that update employees' knowledge in key areas such as digital marketing, internationalization strategies, and wine-related English.

These training programs not only enhance employees' operational capabilities but also contribute to strengthening the company's competitiveness in the global market. Furthermore, the continuous training made possible by these funds improves the quality of the services and products offered, without impacting the company's budget, as the costs are fully covered by FonARCom.

As an instructor at Methodus Informatica - EDOTTO Training Center, I offer free courses specifically designed to address these needs, providing businesses with the necessary tools to excel in the international market.

Furthermore, the use of big data has become a key element in predicting shifts in consumer preferences. I see how investing in data analytics tools can enable wineries to anticipate trends and quickly and efficiently adapt their offerings. Automation and production optimization through advanced technologies not only enhance efficiency but also reduce operational costs.

The main driving factors of our industry

According to Wine Monitor, the driving factors and key changes in our industry are presenting opportunities for those who can seize them and have the foresight to innovate. Rapid urbanization in emerging economies is transforming lifestyles and consumption habits. In China, the growing middle class and the modernization of cities like Shanghai and Beijing have increased interest in wine. Similarly, in Brazil, urbanization has fostered greater exposure to and acceptance of wine as part of urban living. In India, metropolitan areas like Mumbai and Delhi are witnessing a rise in consumption among young professionals and the emerging middle class.

The increase in incomes has led to a growing preference for high-end wines. In China, the demand for premium wines is rapidly rising in major cities. In the United States, consumers are increasingly willing to spend on artisanal and organic wines. Similarly, in Europe, countries such as France, Germany, and the United Kingdom are showing a heightened interest in high-quality wines.

In dynamic markets, wine is emerging as the preferred social beverage over beer. This shift is driven by an increased emphasis on quality, sophisticated experiences, and health consciousness. Wine, with its distinctive flavors and cultural associations, aligns well with these trends. Pairing wine with high-quality foods and the growing awareness of responsible drinking further contribute to this evolution.

The new sensitivities towards organic and sustainability are expanding the consumer base. Demand is rising for sparkling wines, rosés, and innovative varietals, reflecting an interest in products that prioritize taste and sustainability.

The depreciation of the euro against the dollar and other currencies could benefit exports to non-EU markets. This situation presents an opportunity to increase the presence of Italian wines in global markets and strengthen their position as a world leader in the sector.

To stand out in the competitive global wine landscape, it is essential not to be solely anchored in tradition. The key to success lies in the ability to innovate and adapt to new trends and opportunities. Flexibility and strategic vision will enable you to seize these opportunities and differentiate yourself in the global market, transforming challenges into avenues for growth and establishment.

International Trade

The global wine export market has faced significant challenges due to geopolitical events and energy crises. COVID-19, the conflict in Ukraine, and energy-related issues have heavily impacted exports, leading to increased costs and strain in the logistics chain, resulting in transportation delays.

Despite these obstacles, the overall value of wine exports has reached new peaks, primarily driven by rising prices that reflect increased costs for producers and distributors. Among the leading exporters, France continues to dominate, followed by Italy and other emerging countries like Chile and the United States, which have significantly contributed to the growth in export value.

In the context of global trade, bottled wines account for the majority of exports in both volume and value, while sparkling wines have shown positive growth, marking an increase in both quantity and value. Although this category represents a smaller portion of the total volume exported, it significantly contributes to the overall value, reflecting strong consumer demand.

France, Italy, and Spain remain the leaders in the sparkling wine segment, playing a crucial role in the global market. Despite the overall challenges, the resilience and adaptability to new market conditions have enabled the sector to maintain a competitive position and continue to thrive.

Challenges to address

The wine industry, steeped in tradition and history, now faces unprecedented challenges and opportunities due to globalization and changes in consumer behavior. Relying solely on importers can limit brand control and visibility, reducing growth opportunities.

Having a direct physical presence in a foreign market allows for complete control over sales and marketing operations, ensuring immediate and meaningful interaction with customers. This approach facilitates a deeper understanding of local market dynamics and consumer preferences, enabling more effective strategy adaptation. Opening a branch or representative office requires a significant investment in both financial resources and human capital. It is essential to carefully select and train personnel to ensure compliance with local regulations and efficient management of operations.

Joining forces with local companies through collaborations or joint ventures can be an effective way to leverage existing market knowledge and distribution networks. This approach can mitigate the risks associated with entering a new market and accelerate the penetration process. To ensure the success of a partnership, it is essential to select reliable partners and establish clear agreements to avoid conflicts of interest or governance issues.

Trade fairs and local events provide a unique opportunity to showcase products to a broad and diverse audience, build relationships with potential customers and distributors, and gather valuable feedback on offerings. Actively participating in these events can enhance brand visibility and strengthen the company's reputation in the market.

Another area for improvement could be the lack of a coordinated industry strategy, which could maximize the potential of the entire Italian wine sector. It is important to consider the phenomenon of "flash-in-the-pan" trends in the market, where certain wines may experience bursts of success often tied to temporary fashion trends. Developing marketing and positioning strategies that ensure sustainable long-term presence is essential.

It is essential to understand that international markets have different needs and preferences compared to the domestic market. This means adapting marketing, product, and communication strategies to meet the specific demands of each market:

• each country has its own preferences in terms of product and packaging. It is essential to tailor the product range and packaging to the specific demands of each market to maximize attractiveness and sales success.