“Orvieto in the mirror” is the name of appointment of the local Consorzio in Umbria region, central Italy held on September the 26th, within the wider event ‘Orvieto city of taste, art and work’ (Orvieto, September 24th – October 2nd). A week of conferences, workshops and dinners with the best Italian chef promoted by Gal Trasimeno-Orvietano, the Cotarella Foundation and the “Way of Life” territorial tourist consortium.
A conference to discuss about strengths and weaknesses of a historical and evocative denomination in search of a revival.
Riccardo Cotarella, President of the Scientific Committee “Orvieto diVino”, Patini (Nomisma), Rossi (Partesa), Magnocavallo (Tannico), Bertini (Langosteria group), Maggi (Enoteca La Loggia), Zappile (Il Pagliaccio, Rome), Cancino (The Wine Teller) shared their vision moderated by Strabioli.
The goal is to restore prestige to a wine rich in charm and history, first of all by leveraging on the new generations of producers, communicators and consumers. Among the main points that emerged, we return to the importance of raising the average price so that the perception of Orvieto wines improves and this is possible only through a synergical operation focusing on effective communication, especially if we consider that the numbers speak for themselves: on average most consumers of Orvieto wines are over 50 years old and if young people are the future this is a risk. Cotarella underlines the importance of data to avoid to only approach wine poetically forgetting the cruciality of entrepreneurship.
women in wine – local delegation
In addition, therefore, to the zoning and the numerous improvement interventions to which the disciplinary was subjected from the very beginning: the constitution as a Consortium since 1958 and the more recent inclusions of the red version (1998) as well as the Noble Rot (2010), it is crucial need to focus on a shared strategy. A promotional strategy that conquers even younger consumers and turns the operators into passionate ambassadors of a territory that lacks nothing. It is crucial to work as a team also taking advantage of any leadership rather than nourishing the competition and, why not, also leveraging on a type as rare as the noble rot that could act somehow as a driving force as suggested by Camilli (President of Association of Italian Sommelier). A strategy that focuses on the central role of the Consortium.
don alfonso restaurant – main course
The regional delegation of the Associaion of the Italian Women in the Wine Business has been involved with an informative desk. After the conference a wonderful dinner has been served in collaboration with the Michelin starred resaurant Don Alfonso from Campania region, Southern Italy.
don alfonso restaurant – main course
