Ontario Prefers Italian Wines

The LCBO and the Italian Trade Commission join forces in promotion Ciao Italia

The promotional campaign of Italian wines in Ontario will run until the end of February and is called Ciao Italia.
The presentation of this initiative, a collaboration between LCBO and the Italian Trade Commission (ICE), took place last week in LCBO's most luxurious store, in the former Summerhill railway station in Toronto.
The figures disclosed by the top managers of the two organizations speak for themselves, ranking Italian wines in the first place among foreign wines.
"At present, Italian wines represent a market share of 17 percent," said Angelo Infusino, Italian Trade Commissioner in Toronto. "We're on a par with France, but with this promotion we shall overtake them." The growing success of Italian products was underscored also by LCBO Chair and CEO Andrew Brandt, who remarked, "Italian wines are increasingly successful. In 2003, our 600 stores across Ontario recorded sales for about $160 million, and we forecast $200 million for 2004."
Andrew Brandt was particularly satisfied with the event, the first ever where Italian wines and foods were presented to both operators (restaurateurs, retailers, and distributors) and the general public. Andrew Brandt answered our questions in a relaxed and happy mood.
So what is Mr. Brandt's favourite Italian wine? Diplomatically, he listed as many as he could remember, interspersing his reply with a few words in Italian.
OK, but what if you decided to drink one or two more glasses? Would you choose a white or a red, and which one?
"I'd drink the cheaper ones," he joked. Then he got serious and names his real preferences, with some $15 whites and a $60 red.
What is the difference between Northern and Southern Italian wines?
"They're all excellent, Southern wines have often a higher alcoholic content but better prices, due to lower labour costs."
A good glass of wine puts people in a good mood, and this, coupled with Italian character, creates a festive atmosphere. The presentation was no exception: even non-Italian customers were enjoying the pleasure of spending time in the nice store, with so many bottles of good wine on display among the notes of Italian music played by an Abruzzese student.
The merry crowd included three representatives from the British consulate, one of which of Italian origin.
What do you think of the organization and wines?
"Excellent organization," replied Elizabeth, Gilda and Nicky, "and the wines are very good; we prefer the reds. We shall have a similar presentation for beer. You're invited."
Everybody was satisfied, and the three girls exemplified the new trend that sees women appreciating quality wines more than men do. The success of Italian wine is due to quality, high technology, imagination, and good company organization. In addition to these factors, the gradual opening and evolution of foreign markets also plays a primary role.
Not too much but excellent: this is the Italian way to success.
This was a veritable cultural revolution for Italy, supported by massive health education campaigns: a glass of wine while eating is good for the heart and helps prevent some diseases such as cancer or the common cold. This went hand in hand with the campaigns on the benefits of the Mediterranean diet, based on wine and olive oil.
"The success of Italian wine in Ontario," concluded Angelo Infusino, "is linked to its price-to-quality ratio. The public is happy to find excellent products at affordable prices."
Consumers' appreciation is duly noted by the producers, who see Ontario as a growing market. Franco Cesari, from Brescia, producer of great wines such as Valpolicella and Amarone that he exports to the USA, commented, "We have a good working relationship with LCBO. It's run by very professional people. They have competent staff, which greatly helps spreading a culture of wine. Today's presentation was very well organized."
Giorgio Conterno, from Monforte d'Alba (Cuneo), confirmed, "We've been in Canada for the past 10 years, and we like the well-ordered Canadian system; just look at this store! I also notice that there is greater interest here than in Italy. Perhaps we don't appreciate enough what we have."

Publication Date: 2004-02-15
Story Location: http://tandemnews.com/viewstory.php?storyid=3654