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Italian Wine Sector Boosts Quality to Seize Exports - Management Briefing
just-drinks, March 2010, Pages: 20
The Italian wine industry hit rock bottom a generation ago, when thousands of bottles of Italian wine were found to have been laced with deadly levels of methanol, a key ingredient in antifreeze that had been used to raise the alcohol content of the wine. The 1986 scandal left nine Italians dead and three dozen or more were hospitalised. Stores across Europe and in the US pulled Italian wine from its shelves. Export levels fell dramatically. Pundits at the time speculated that the industry might never recover. The problems sparked the kind of industry-wide soul-searching that in the end resulted in stiffer quality controls, greater attention to marketing, and investments in new technology.
Today, with global wine markets ever more competitive and a root-and-branch reform of the European Union (EU) common market organisation for wine in the first phases of implementation, the Italian wine sector is under even more pressure to maintain and improve quality to seize and hold market shares worldwide.
The Italian wine market has seen its fair share of troubles over the decades, but connoisseurs around the world still consider Italian wine to be top of the line. This report investigates the latest developments in the rapidly evolving Italian wine market, from Italy’s falling domestic consumption, growing interest in wine tourism, new viticulture technologies, and increasing opportunities to sell wines online. This briefing gives an in-depth assessment of the Italian wine industry, its future and potential looming pitfalls.
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