Regional Institute of Wine and Oil

Promotion of Sicilian wines on the German market

The German market remains an important reference market for exports for Italian wines. Italian wine is the best-selling imported wine in Germany with around 6 million hectoliters out of a total of around 13 million imported, with a share equal to 42% of the market.

Importers and sector operators, as well as German consumers, have an excellent opinion of the Italian wine sector, which can also be attributed to a cultural factor linked to quality values according to the more classic "Italian life style".
According to the most recent consumption trends of Italian wines, the wine productions of the southernmost regions of Italy are currently those that are attracting the greatest interest and curiosity: they constitute a novelty and recall territories and production environments linked to the notoriety of the landscapes and the most authentic Mediterranean culture.

IRVOS OFFER
The promotion and communication project includes:

Official presentation conference aimed at the press and commercial operators in the reference market. The action will take place in Cologne next June with a seminar dedicated to Sicilian wines conducted by our German media partner;
 Road shows Germany, a two-year event for the development of specific actions aimed at enhancing and promoting wines in the relevant markets and operators. Specifically, the action will take place in two cities per year (Frankfurt/Munich November 2012 – Hamburg/Berlin November 2013);
 Incoming Sicily dedicated to German journalists and operators interested in learning about producers and their territory – October 2012 – October 2013.

Plan

Presentation conference – Cologne, June 2012
A meeting dedicated to the target audiences will be organized for the official presentation of the promotion on the German market. The conference will be held in Cologne next June at an appropriate venue and will allow for an in-depth analysis of the planned actions. At the same time, a tasting seminar will be planned to introduce Sicilian wines.
There will be 50/60 operators present (buyers, restaurateurs, journalists).
The presence of producers is not expected.
The event will take place as follows:

3.00pm-6.00pm
– Institutional presentation of Sicily and its territories.
– Communication on the initiative aimed at operators and intervention strategy.
– Tasting seminar to begin the journey into Sicilian viticulture, discovering peculiarities and characteristics.
– At the end of the event there will be a reception with gastronomic preparations, finger food inspired by Mediterranean cuisine.

To join the project presentation initiative in Cologne, the payment of an initial fee of €250.00 is required.

Road show – Germany: Frankfurt/Munich – November 2012,
Hamburg/Berlin – November 2013

During the scheduled meetings, producers will be able to present their selection of products to a target of around 100 operators made up of restaurateurs (80%), buyers, wholesalers, retailers, maître d's of the best restaurants and hotels, high-level delicatessens and wine shops, opinion leaders and specialized press.
The Road show will be divided into two stages per year (Frankfurt/Munich November 2012 – Hamburg/Berlin November 2013).
Each individual event will take place as follows:

3.00pm-4.30pm
– Tasting guided by our media partner. Two products per company will be selected and the guided tasting will be aimed at an audience of 50 guests from the selected categories. The room will be set up "in parliamentary style" so that each guest has a table, enough glasses and a notepad for notes. The staff of the chosen locations will ensure the pouring of the wines during the tasting. It will also include: a presidential table on a platform, technological supports to allow the projection of Powerpoint presentations. A simultaneous translation service will be ensured.
16.30-21.00
– Free wine tasting and possibility of negotiations with the Sicilian producers present. Each producer will have their own station consisting of a table, chairs, glasses and wine tasting sets. Language assistance provided.
19.00-21.00
– Buffet with gastronomic preparations inspired by Mediterranean cuisine dedicated to guests participating in the events described above.

The aim of the project is to achieve the participation of 50 operators from the targets selected per event, at each guided tasting, and to achieve the total participation of approximately 100 people at each free/buffet tasting

Incoming
The Project involves the organization of two incoming events in Sicily aimed at 6 buyers who will carry out a journey of knowledge, meetings and tastings to discover the production territories and companies.

Technical assistance to companies
IRVOS, making use of the consultancy of sector experts, will activate targeted technical assistance to companies by preparing summary sheets containing notes attributable to product, price, conditions of promotion, place (logistics).
This activity will allow us to select the companies most suited to the German market by price and product types, with particular attention to the main reference target group: catering and distribution.

SELECTION OF PARTICIPANTS
Maximum participation expected from 30 companies (25 wine + 5 oil).
Applications received from companies in default of IRVOS will not be accepted.

NOTE
The detailed program of the events will subsequently be sent to the participating companies, together with the information for shipping the samples, with a specific technical circular.

PRC Re Pubbliche (tel. 091 6622261 – [email protected]), project manager is available for an informational interview aimed at exploring technical and logistical aspects in greater depth.

Project and general organization: PRC Public Kings
Logistics partner: Italian Chamber of Commerce in Germany
German media partner: Dr. Steffen Maus – wein-welten
Technical consultancy: Dr. Antonio Mercadante