Wine Importers want better communication and support from the Wineries they represent. Here is their view and demands. Only wine Producers who listen to their Customers will survive

1. It is not the strongest species to survive,neither the most
intellegent, but the species that can better adapt to time
changes

2. A MARKET RESEARCH MADE WITH 276 WINE IMPORTERS WORLDWIDE
WHAT IMPORTERS WANT
WHAT WINE IMPORTERS THINK ABOUT COMMUNICATION MADE BY WINERIES

3. Who we are .
Italy Fine Wines is the first Guide for quality
Italian wines of the web era. It’s in full
colors, in English, online, always updated
and it’s sent to over 20.000 Wine Importers
and Press in 140 Countries.
Italian wine excellences, hidden gems, indigenous varieties,
presented for the first time through an highly emotional
format.
Information belongs to web and it is not enough to be there. A first class
communication is required to emerge form the ocean of information that every
day reaches your Clients

4. ABOUT
We asked 276 Wine Importers in Germany, Scandinavia, Canada, USA, China, Japan, UK and
other Countries what they think about communication made by Wine Producers on the web.
Why they need a lot of sales tools such as pictures, logos, labels, tech sheets and shelf talkers in
formats they can download and adapt easily.
The interview

5. Language.
Wine Producers with a web site in English get
attention than sites in local language only
x1
Local language
five times
x
5
English
better

6. TEXT
+70%
Short text and nice graphics get
70% more attention
BE
BRIEF

7. Images of top quality that can communicat
value
extra attention
290%
get
High Definition
Your Winery
Must communicate value
IMAGES

8. IMAGE
= VALUE
74%
of
Importers claim that the quality of
image of the Winery is one of the
fundamental elements in the
selection of a new Vendor

9. VIDEO+
IMAGE
Web Sites offering images and videos get
470%
Extra attention

10. Text or Image?
Pages with only text are viewed for ‘x’ seconds. The same
content expressed with images get viewed 7 times longer
7 times
Text+image
text
+7

11. slideshow
Home Pages with a slideshow
Get extra attention in
the region of
2
minutes

12. 71%
Less than 20% of
Importers attend wine
shows in Europe.
71% of Importers use internet
to find information about new
Wine Producers to acquire in their
Portfolio
-20%

13. Judgments .
83%
of Importers believe that web sites of Italian Producers are
less atractive than other Countries

14. Judg
ment
55%
s
of
Importers would not buy wines
from Producers with a poor web
site and support

15. Judg
ment
92%
s
of
Importers claim that Italian
wine Producers are very slow in
answering emails and queries

16. Judg
ment
94%
s
of
Importers claim that they receive
constantly email and marketing
materials from Producers of other
Countries but not Italy.

17. Made in Italy, oh Yes
Considering the wine history of a certain Country, the contribution of terroir and
‘Made in:’ from which Country would you add Wineries in your Portfolio?
(choose only one Country)
40
38
35
30
27
25
20
14
15
12
10
6
3
5
0
FRANCIA
ITALIA
SPAGNA
STATI UNITI
AUSTRALIA
CILE

18. Too expensive?
From which Country the export prices are exaggerated? ( choose only one Country)
60
56
50
40
30
20
13
12
9
10
6
4
0
FRANCIA
ITALIA
SPAGNA
STATI UNITI
AUSTRALIA
CILE

19. toPos or not to Pos
How important are POS ( point of sales, tech sheets, etc) to support your sales?
Not important
[PERCENTUALE]
Important
enough
[PERCENTUALE
Very
important
[PERCENTUALE
]

20. Why no Pos?
You believe that POS are not important. Why?
They are poor
[PERCENT
UALE]
They are not
editable
[PERCENTUAL
E]
They are not
in my
language
[PERCENTUAL
E]

21. Shelf Talk Talk
How important for your Company are the Shelf Talkers provided by Wineries?
Not important
[PERCENTUALE]
Important
enough
[PERCENTUALE]
Very important
[PERCENTUALE]

22. Communication, yes or not?
From the Wineries in which Country you receive the best support?
34
35
30
25
20
22
19
17
15
8
10
5
0
0
FRANCIA
ITALIA
SPAGNA
STATI UNITI
AUSTRALIA
CILE

23. Ciao!
ItalyFineWines
Via Carlo Jussi 145-d
40068 San Lazzaro di Savena
BO-Italy
contact info
Phone: +39 340 8111852
Fax: +39 051 6252352
Email:
redazione@italyfinewines.com
Web: www.italyfinewines.com
Gian Piero Staffa