ROSÉXPO – 4° Salone Internazionale dei vini rosati

Una sintesi della prima giornata di Rosexpo caratterizzata da un interessante convegno di cui riportiamo alcuni spunti di riflessione. Il mondo delle Doc e delle Docg è un grande contenitore di territori, e come detto dal senatore Dario Stefàno «andrebbe rivisitato», ma forse proprio il Rosato avrebbe bisogno di una doc dedicata che lo possa liberare dall’essere una moda, facendogli fare il salto di qualità che merita. Ma delle valutazioni in assenza di un osservatorio nazionale del vino non sono agevoli. Ecco che i numeri, allora, sono arrivati dalla banca dati di Tannico uno dei leader italiani nella vendita on-line.

Un osservatorio privilegiato che conta su più di 1 milione e 700 mila utenti per un volume di 1 milione di bottiglie vendute con 50mila clienti registrati. «Grazie a Tannico Intelligence – ha spiegato nel corso del convegno Marco Magnacavallo – è possibile stigmatizzare un andamento e targhettizzarlo. Una vendita, quella dei rosati, che inizia a liberarsi dalla naturale stagionalità e che registra un picco di vendite per i vini di Provenza (20%) ai quali seguono proprio quelli della Puglia (17%); a seguire Sicilia (14%), Abruzzo (11%), Sardegna e alto Adige (9%), Lombardia e Toscana all’8% e fanalino di coda la Campania con il 4%. I rosati, sempre dallo studio dei dati di Tannico, sono il vino delle fasce più adulte. Lo acquistato poco i più giovani mentre è più presente nel carrello virtuale di chi ha più di 55 anni».

Diverso, invece, l’impatto sulle tavole dei ristoranti, dove secondo l’esperienza di Enrico Pierri, titolare del noto ristorante Il San Lorenzo di Roma, «sono i giovani dai 30 ai 35 anni a spendere più denaro per acquistare una bottiglia di vino importante, perché acquistano ciò che conoscono». E ha chiosato Massimo Maccianti, direttore generale di Vino & Design «se il mercato non conosce un vino è perché il produttore non conosce il mercato». Ma da cosa dipende l’acquisto di una bottiglia? A spiegarlo il professor Vincenzo Russo dello Iulm di Milano che sulle emozioni che provoca un vino ci ha fondato i suoi studi universitari. «La decisione di acquisto di una marca di vino in enoteca, al supermercato, al ristorante o sul web – ha detto il professor Russo – è guidata spesso da “scorciatoie”, ovvero da esperienze pregresse o da meccanismi di facilitazione della decisione (la marca, il prezzo, l’etichetta, la bottiglia)».  Da dove ripartire allora? «Colore, bottiglia etichetta» ha suggerito Pierri e un giusto equilibrio tra corretti investimenti sulla comunicazione senza perdere una antica tradizione che però deve imparare a leggere l’evoluzione del mercato e i suoi target di riferimento.

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