CLIENTS
Alto Adige Wines US Campaign
The Official Campaign Logo
The campaign, which started in June 2006, consists of both trade and consumer activities across the country. The theme of the campaign, “The Magic of Diversity - Wine from the Italian Alps”, is aimed at the 25 – 45 year urban and suburban consumer. The objectives of the campaign are to increase overall awareness of the wines from Alto Adige, demonstrate their versatility with a wide range of foods, and showcase the diverse palette of wines that emanate from such a unique winegrowing region, where permanent snow-capped mountains, unpolluted forests, lush fertile valleys and steep vineyard slopes lie harmoniously together.
About the Region
Located in Northern Italy, Alto Adige is one of Italy’s smallest viticultural regions, but certainly not one lacking in diversity.
Few winegrowing regions can boast such a rich variety of soils (mainly porphyry and limestone with glacial deposits of gravel, sand and clay) and micro-climates. Late ripening varieties can be planted in the lower vineyards, while early ripening white grapes thrive in the higher vineyards.
About the Wines
Important white varieties include Pinot Bianco, Gewürztraminer, Sauvignon Blanc, Pinot Grigio, Silvaner, Müller Thurgau and Chardonnay. Red varieties include the indigenous Lagrein and Schiava as well as Pinot Nero. Outside of Italy, Alto Adige is almost synonymous with Pinot Grigio. This marketing initiative aims to promote the wonderful but undiscovered gems, among them Pinot Bianco, Gewürztraminer, Lagrein and Pinot Nero.
The United States is the second most important export market after Germany for the wines from Alto Adige (representing 20% of all wine exported), and where sales have increased by a multiple of eight over the past decade; increasing from 112 thousand gallons in 1995 to almost 900 thousand gallons in 2005.
“In the United States we are seeing a significant increase in interest in the wines from Alto Adige today. Here, we are witnessing a new breed of young, dynamic winemakers, leading innovation in the region and setting new standards of quality. They personify the dynamic modernization underway in Alto Adige, which is gaining global recognition and acclaim for their wines.” said Thomas Augschoell, from the Alto Adige Wine Marketing Board. “While significant growth has been achieved, many people are still relatively unfamiliar with the region and the range of wines it has to offer. The timing is perfect to launch this campaign and capitalize on the growing interest in Alto Adige wines” he added.
About Alto Adige Wine Board
The Alto Adige Wine Board was formed in 1975 by a group of winemaking companies to promote and strengthen the image of the wines from Alto Adige. Today around 100 companies are members, representing 90% of Alto Adige wine production. The members finance activities and events together with the regional administration. The promotion fund is administered by the Chamber of Commerce Bolzano together with the wine associations (Association of cooperative wineries, Association of wine estates and Association of independent winegrowers).
Decisions are made by the promotion committee whose members are nominated by the associations. The Alto Adige Wine Board is active in Italy, Germany, Austria, England and Switzerland and now in the United States.
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