La gestione consortile di iniziative di promozione dei vini nei paesi terzi: il caso Piemonte

Nine Piedmont’s Consortia carried out an activity of information and promotion of 9 wines with controlled and guaranteed designation of origin. The project had several objectives: to give visibility to Piedmont as a wine region of excellence, to improve the image of the DOC wines of Piedmont and enhance their tie with the territory of origin; to strengthen their market shares in the U.S. and to stimulate the Chinese market. The initiatives involved both consumers and traders. The activities have led to participation in events and fairs, guided wine tastings, gala dinner and incoming. The analysis of the results obtained was carried out by the distribution and analysis of questionnaires to a sample of participants. The monitoring has allowed us to estimate the effectiveness of the different initiatives and the achievement of objectives (increased knowledge of the designation wines from Piedmont, active references and purchase intentions). The results show that the various initiatives have different levels of effectiveness and also that considered markets (USA, China) generate different responses.