Chiaretto di Bardolino: the new trade campaign in US is underway
Aimed on one hand to importers, distributors and buyers, on the other to sommeliers
The initiative aims to increase the sales of Veronese pink wine in the US market and the number of producers exporting to US
The Consortium for the protection of Chiaretto and Bardolino inaugurates a new commercial campaign in the United States dedicated to Chiaretto di Bardolino, the pink wine from the Veronese shore of Lake Garda, a sector leader in Italy.
The initiative, which is divided into two specific tranches dedicated one to wine importers, distributors and buyers and the other to sommeliers of some of the best American restaurants, in view of the future restart of the post-Covid sector, will be entrusted to American agency Colangelo & Partners, active in the trade sector, with offices in New York and San Francisco, and Studio Cru, which instead operates from Italy on highly profiled targets.
The aim of the project, which will start from February and will continue until the end of June, is to identify new commercial outlets in the USA through the search for contacts in order to further increase the knowledge of Chiaretto di Bardolino, to expand the volumes sales in the US market, which now stand at around 5% of production, as well as increasing the number of manufacturing companies exporting to the US.
Leading the seminars dedicated to the world of sommeliers will be the American journalist Katherine Cole, one of the most important international experts on rosé, author of the book “Rosé All Day”.
“The Chiaretto di Bardolino - comments Franco Cristoforetti, president of the Consortium for the protection of Chiaretto and Bardolino - has now acquired, thanks to the communication actions undertaken by the protection Consortium, a considerable reputation in the American press. The new campaign aims to exploit the growth of the rosé category in the United States, also given the great popularity of Italian wines among American consumers, to expand the presence and distribution of Chiaretto".
In fact, Italy is currently leading the imports of American wine, with a growth of 12.8% in the value of the retail trade, as reported by Nielsen Retail Data to 2020, with a market share of 32.6%. In 2019, Nielsen also reported that rosé wine exceeded sales of white and red wines, registering + 29% and gaining a market share of 3.7%.
The growth of the category undoubtedly indicates that there is a lot of potential for Italian pink wine in the USA: “In the light of the data released by Nielsen - continues Cristoforetti - the current one is a perfect time to intervene with a specific campaign dedicated to the American market”.
The Chiaretto di Bardolino companies that will take part in the new US campaign are Albino Piona, Aldo Adami, Benazzoli, Casaretti, Cantine Lenotti, Cavalchina, Gentili, Gorgo, Il Pignetto, Le Fraghe, Monte del Fra', Poggio Delle Grazie, Seiterre , Giovanna Tantini, Valetti, Villabella Vineyards, and Vitevis - Cantina di Castelnuovo.
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