PIWI Wines from Italy

PIWI WINES FROM ITALY

As promised after the article on Dealcoholizing wines this blog dedicated to PIWI Wines. These are not yet in production in Piedmont but that does not mean that we should not be informed before they come on the market, even in Piedmont.

As an aside, let me mention that there is a whole new approach from Piedmont. The key word has become "sustainability." Our winery Podere ai Valloni (Boca, Alto Piemonte, organic production) sent us a 30-page report (alleluja) with pictures of how they are 100% committed to "sustainability" in the vineyard and cantina.

Now on to the crux of the article: PIWI wines.

Although the economic and environmental benefits are clear, there is still a big communication gap, accompanied by so-called wine neophobia: the phobia of new wines.

Veneto is the main region for Piwi wine production.

Northern Italy is at the forefront for growing vines resistant to fungal diseases. The Piwi categoryis mapped by a recent study conducted by the Dimensione agricoltura company, together with the Tesafaculty of the University of Padua, as part of the Imvibior project.

This particular family, which made its debut at the last Vinitaly, finds its main growing location in Veneto. With 630 hectares planted with resistant vines, 94 producers and 173 wine labels on the market (38% of the national total), the northeastern region, Italy's largest wine producer and largest wine exporter, leads the rankings and is ahead of Alto Adige (53 producers and 119 wines on the market), Trentino (37 producers and 61 wines), Lombardy (34 producers and 49 wines) and Friuli Venezia Giulia (21 producers and 41 wines).

Advantages and disadvantages of resistant vines

The survey, conducted on 25 farms (together with the technical company Agridinamica and the winery Ca' da Roman), showed that Piwi growers were generally satisfied with the path taken. In detail, 96% of the sample stated that they would grow resistant vines again; 76% planned to increase their numbers. The environmental and economic benefits are significant: resistant vines require an average of four treatments per year, as opposed to the 15 to 20 required for traditional varieties.

But there is also the flip side of the coin. Despite these benefits, nearly half of producers (48 percent) say they face difficulties in marketing the final product. As for sales channels, according to data collected by Tesaf, Piwi producers focus more on direct sales (96 percent) and the on-trade channel (91 percent) and rely to a limited extent on intermediaries or large-scale distribution, but with very low percentages.

Gap communication gap and 'wine neophobia

Other interesting elements of the survey relate to communication and consumption issues. 92% of producers surveyed believe that effectively communicating the benefits of the product is essential to its commercial success. Despite the fact that the market points to an increasing awareness of environmental and social sustainability issues, the survey by Tesaf and Dimensione agricoltura found that only 20% of consumers surveyed are familiar with Piwi wines. Analyzing purchase motivation, it was found that 35 percent relied primarily on the advice of the seller they trust, followed by preference after tasting (35 percent) and lower environmental impact (34 percent).

"Without adequate information," explains Professor Daniel Vecchiato (Tesaf Department), "consumer tests show that they tend to choose a traditional wine. This phenomenon is partly due to what is known as 'wine neophobia,' i.e. the unconscious aversion to trying new wines rather than products that are already known and therefore familiar. But when consumers are informed about the environmental and social benefits of resistant vines, preference shifts significantly in favor of a Piwi wine, which is also accompanied by a significant increase in willingness to pay.

Increased promotion and uptake as cap wine

According to the wine entrepreneurs, a common strategy is needed, with 40 percent of the sample calling for joint actions between producers, 16 percent stressing the importance of more promotion of online sales and 12 percent welcoming regulatory changes to include Piwi vines in cap -specifications, as is the intention of the large Delle Venezie DOC Consortium.

The survey," said Massimo Vallotto, head of winery Ca' da Roman, "shows two aspects: a growing interest, supported by the positive experiences of producers who have already used resistant vines, and the need to strengthen information activities to facilitate sales. Regulatory barriers and a lack of knowledge about the benefits of resistant vines are the main obstacles to marketing."

The logo and IGT label to get out of the niche

"The data," concludes Professor Vecchiato, "confirm that wines produced from vines resistant to Piwi are still a niche product and that, to encourage purchase, it is possible to make them easily identifiable through the 'Piwi International ' logo and by ensuring that their sustainability characteristics are conveyed to consumers with a familiar signal, such as organic certification. An incentive to purchase, according to the academic, could also come from the IGT label or, finally, the words "wine produced from resistant vines."

Source: Gambero Rosso

To learn more about PIWI wines see this link https://piwi-international.org/en/piwi-regional/italy/