In order to create more awareness for the wide range of Italian wines, the Italian Trade Agency (ITA) is launching the campaign "my wine Italy". Now the specialised trade can register as a partner of the big Italy weeks in autumn 2023.
Italy is not without reason one of the most important wine exporters to Germany. Whether autochthonous or terroir-based, from the alpine north to the Mediterranean south - the selection of unique wines from Italy is large. There are smaller wineries that are courageously breaking new ground in production and are sometimes still considered insider tips. At the same time, big names and well-known classics can also surprise customers. Therefore, the Italian Trade Agency (ITA) is now launching a comprehensive campaign that will be announced and implemented both offline and online.
A central component is the big Italy weeks. These promotional weeks will take place from mid-October to the beginning of November at participating specialist retailers throughout Germany. Partner acquisition has just started. Depending on the portfolio and target group of the participating specialist retailer, the focus of the big Italy weeks can be individually determined. The common goal is always in sight: to make customers aware of Italian wines and the dolce vita feeling that goes with them. On the campaign website meinweinitalien.de, interested parties can find more details about the campaign, conditions and the opportunity to apply directly.
"New trends, promotions and a wide range of wine from all countries can overwhelm consumers and make shopping difficult. That's why many wine lovers value the advice and personal recommendations of their specialist retailer very much. In addition to a fixed range, they also expect insider tips and attractive promotions there. This is where we want to pick up and motivate both the specialised trade and wine lovers with our big Italy weeks to focus more on the range of Italy", Francesco Alfonsi, director of the Berlin ITA office, summarises the advantages for wine lovers and the trade.
During the campaign period of the big Italy Weeks, participating retailers have numerous incentives to draw their customers' attention to wines from Italy. Among other things, the confirmed partners will receive a financial contribution and can also win a special prize for the most creative kick-off campaign. Extensive media support as well as provided advertising material ensure attention for the "my wine Italy" campaign.