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Allegrini produces some of Italy’s best-known wines, with much of its volume exported |
ITALY. Allegrini Azienda Agricole and Brandforce Distribution have teamed up to bring some of Italy’s renowned wine labels to the travel retail channel. The partners presented the range to customers during the recent TFWA World Exhibition.
The company, best known for lines such as Amarone from the Valpolicella region, already exports around 80% of stock, with distribution in around 65 countries worldwide, and a strong presence in US and certain European domestic markets.
Silvia Allegrini, who hails from the seventh generation of Allegrini wine-makers, told The Moodie Report: “Allegrini is known first and foremost for quality and our wines have won many awards. The key is that we have full control of our vineyards and we have invested a lot in the land and in production. Often you come across boutique wines that have small production and very little control over the blend of wines they use, especially as they grow bigger. We are different.
“Also our portfolio covers not only Valpolicella, but some of the other important wine-growing regions in Italy, through acquisitions of wineries in Tuscany and Montalcino, for example.
“Today, the group produces 3.5 million bottles a year. We can produce big quantities but we are not about mass production; rather we prefer to be selective about where we sell our wines. We want to build the brand.
“Travel retail can be a showcase as well as a source of good volumes, and we are just learning about the market, through our partners at Brandforce. Cruise ships could be a big market we believe, and we also see an opportunity in the diplomatic channel. Many travel retailers are trying to improve and broaden their wine offer, and we can provide a solution.”
Brandforce Distribution Director Patrick Vorstenbosch said: “We have seen many brands built in duty free over the years. It’s a highly specialised, different market, and that’s where our expertise comes in. We began working with Allegrini earlier in 2011.
“Our role as a distribution company is to help brands owners unlock their potential in this channel. And we want to work with true brands, not just products. The Allegrini label fits that description. It’s a well-known label, and is recognised as a leading wine in many countries. We can build on that recognition to create a strong travel retail business. It’s a long-term plan: we want to get the distribution, then grow the portfolio in this channel. Allegrini has a wide range of wines that can fit most price points. But it’s a strategy that isn’t built simply on price, but rather on quality.”
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The company believes its range has a big opportunity in travel retail |
