A small presentation on what is wine and the new challenges of its marketing

1. ?WHY WINE? MILAN, 12 February 2009 W H Y I N E ? Milan, 12 February 2009 private event PIERANGELO CAUSETTI Sommelier BASIC PRINCIPLES

3. ?WHY WINE? 1. WHAT’S WINE MILAN, 12 February 2009 WINE IS A SENSES EXALTATION LIKE A: MUSIC PAINTING POETRY … FILM THEATRE DANCE

4. ?WHY WINE? 1. WHAT’S WINE MILAN, 12 February 2009 WINE DOES CONTAIN: LAND CHARACTER IN WHICH HIS GRAPES BORNS HISTORY & TRADITIONS CLIMATE & SOCIAL ATMOSPHERE PRODUCER PERSONALITY * EVENTS MEMORY (NOT ONLY JOYFUL EVENTS) * THIS IS ONE OF THE BEST WINE PRODUCER AIM

5. ?WHY WINE? 1. WHAT’S WINE MILAN, 12 February 2009 WINE HAS GOT: SOUND COLOUR SMELL TASTE TOUCH

6. ?WHY WINE? 1. WHAT’S WINE MILAN, 12 February 2009 BUT ALSO HAS GOT: CHARACTER & PERSONALITY AGE & DISEASES POSSIBLE FRANKNESS OR FALSENESS MEMORY THE MORE WINE AGES THE MORE THESE FEATURES BECOME STRONG

7. ?WHY WINE? 2. WINE’S FEATURES MILAN, 12 February 2009 SOUND (WHEN YOU SPILL OR SHAKE IT): FREQUENCY (Hz) HARMONY

8. ?WHY WINE? 2. WINE’S FEATURES MILAN, 12 February 2009 COLOUR: BRIGHTNESS PERSONALITY

9. ?WHY WINE? 2. WINE’S FEATURES MILAN, 12 February 2009 SMELL: INTENSITY COMPLEXITY

10. ?WHY WINE? 2. WINE’S FEATURES MILAN, 12 February 2009 TASTE: INTENSITY BODY

11. ?WHY WINE? 2. WINE’S FEATURES MILAN, 12 February 2009 TOUCH: INTENSITY AGGRESSIVENESS

12. ?WHY WINE? 3. WINE’S SKILLS MILAN, 12 February 2009 BASIC SENSES – 3D PLANE vs TIME: COLOUR TASTE WINE SKILLS 3D LINE TIME SMELL

13. ?WHY WINE? 3. WINE’S SKILLS MILAN, 12 February 2009 ARTIFICIAL WINE = A POINT: COLOUR TASTE ARTIFICIAL WINE SMELL

14. ?WHY WINE? 3. WINE’S SKILLS MILAN, 12 February 2009 GOOD WINE = A SPHERE : COLOUR TASTE GOOD WINE HARMONIC BALANCED CIRCULAR SMELL

15. ?WHY WINE? 3. WINE’S SKILLS MILAN, 12 February 2009 DISHARMONIOUS WINE = A MULTISTAR: COLOUR TASTE DISHARMONIOUS WINE SMELL

16. ?WHY WINE? 3. WINE’S SKILLS MILAN, 12 February 2009 RICH WINE = TASTE-COLOUR PLANE: COLOUR TASTE RICH WINE SMELL

17. ?WHY WINE? 3. WINE’S SKILLS MILAN, 12 February 2009 LONG-LIVED WINE = TASTE-SMELL PLANE: COLOUR TASTE LONG-LIVED WINE SMELL

18. ?WHY WINE? 3. WINE’S SKILLS MILAN, 12 February 2009 POOR WINE = COLOUR-SMELL PLANE: COLOUR TASTE POOR WINE SMELL

19. ?WHY WINE? 4. WINE’S ASSOCIATION IDEAS MILAN, 12 February 2009 WINE & HISTORY: YOUNG AGED WHITE RED SPARKLING DESSERT CHANGE, REVOLUTION STABILITY, PROSPERITY STATIONARY, CALM GROWTH, TRUST ILLUSION, DREAM AMUSEMENT, OVERSTATEMENT

20. ?WHY WINE? 4. WINE’S ASSOCIATION IDEAS MILAN, 12 February 2009 WINE & CLIMATE: YOUNG AGED WHITE RED SPARKLING DESSERT MILD HARD HOT COLD CRISP STORM

21. ?WHY WINE? 4. WINE’S ASSOCIATION IDEAS MILAN, 12 February 2009 WINE & CULTURE: YOUNG AGED WHITE RED SPARKLING DESSERT LIGHT STRONG HUMANIST SCIENTIFIC IDEALISM CONJURING

22. ?WHY WINE? 4. WINE’S ASSOCIATION IDEAS MILAN, 12 February 2009 WINE & FRUIT-FLOWERS (TASTE & SMELL): YOUNG AGED WHITE RED SPARKLING DESSERT UNRIPE RIPE, JAM WHITE FRUIT, BANANA, PINEAPPLE RED FRUIT, CHERRY, PLUM YOUNG FRUIT CANDIED FRUIT

23. ?WHY WINE? 4. WINE’S ASSOCIATION IDEAS MILAN, 12 February 2009 WINE & CHARACTER: YOUNG AGED WHITE RED SPARKLING DESSERT CAREFREE WISE OPEN, EASY TO CHANGE TENACITY, STRONG TO CHANGE CHANGING EXSTROVERT

24. ?WHY WINE? 4. WINE’S ASSOCIATION IDEAS MILAN, 12 February 2009 WINE & MUSIC: YOUNG AGED WHITE RED SPARKLING DESSERT NEW AGE CLASSICAL FOLK MEDITATIVE ROCK, DANCE DODECAPHONY

25. ?WHY WINE? 4. WINE’S ASSOCIATION IDEAS MILAN, 12 February 2009 WINE & POETRY (PROSE) examples : YOUNG AGED WHITE RED SPARKLING DESSERT WHITMAN PASCAL, GOETHE, ROUSSEAU SWIFT, VOLTAIRE BAUDELAIRE, MALLARME’ HEMINGWAY, SCOTT FITZGERALD BRECHT, HESSE

26. ?WHY WINE? 5. WINE’S MARKETING MILAN, 12 February 2009 WORLD WINE CONSUMPTION 2005-2008 DATA 1 000 000 Hl / Y decreasing stable increasing

27. ?WHY WINE? 5. WINE’S MARKETING MILAN, 12 February 2009 WINE CONSUMPTION WARNING: WINE CONTAINS ALCOHOL, IT MUST BE DRUNK WITH MODERATION. CHILDREN, PREGNANT, SERIOUSLY ILL, MUSTN’T DRINK ALCOHOL. HOWEVER, THERE ARE ALWAYS (FROM WINE’S BIRTH!) IMPORTANT PROGRESS IN RESEARCH ON WINE COMPONENTS AND THEIR POSITIVE EFFECTS ON HEALTH. ALCOHOL IS NOT A WINE ADDITIVE, IT IS ONE OF THE MOST IMPORTANT GRAPE FERMETATION RESULTS: THE GRAPE SUGAR TRANSFORMATION TO GET UNDER BY YEASTS. ALCOHOL ALLOWS WINE LIFE, CONTROL ITS AGEING, ITS POSSIBLE DISEASES, ITS CHARACTERISTICS AND PERSONALITY.

28. ?WHY WINE? 5. WINE’S MARKETING MILAN, 12 February 2009 PREVIOUS GRAPH SUGGESTION: WINE’S MARKET HAS GOT A BIG SPACE IN THE WORLD! PREVIOUS ANALISIS SUGGESTION: WINE’S MARKETING NEEDS STRONG CONSUMER CLOSENESS * * THAT IS ALWAYS A GOOD MARKETING ANS SALES PRACTICE

29. ?WHY WINE? 5. WINE’S MARKETING MILAN, 12 February 2009 PRODUCT – SERVICE POSITION: PRODUCT SERVICE TANGIBLE INTANGIBLE IMPORTANT MORE IMPORTANT OLD TIME NEW TIME

30. ?WHY WINE? 5. WINE’S MARKETING MILAN, 12 February 2009 MARKETING REVOLUTION: WHOM HOW WHAT THE “BEAUTY” THE “GOOD” THE “WELL” ENVIRONMENT LANDSCAPE HISTORY TRADITION ART BEVERAGES FOOD SPECIALITY LIFE QUALITY WELFARE WELCOME WILLINGNESS UNDERSTAND MARKET WHIT IDEAS ASSOCIATION KNOW WINE AND POTENTIAL ASSOCIATION COMMUNICATE “SLICE OF LIFE” THE BIG PICTURE THE BIG PICTURE THE BIG PICTURE

31. ?WHY WINE? 5. WINE’S MARKETING MILAN, 12 February 2009 FROM QUESTION MARK TO CASH COW: INVENTION DIFFUSION INNOVATION NEW SERVICE INSTRUMENTS & METHOD NEW WINE PERSONALITY & IMAGE COMMUNICATE REAL LIFE, WINE MAKES IMMAGINATION

32. ?WHY WINE? 5. WINE’S MARKETING MILAN, 12 February 2009 DOERS & DESCRIBERS: DOERS WINE DISCRIBERS SALESMAN CLIMATE TRADITION ART MUSIC CLIMATE HISTORY SOCIAL ENVIRONMENT SOUND COLOUR TASTE SMELL TOUCH AGE MOVIE PICTURE LANDSCAPE FOOD WELCOME WELLINGNESS WELFARE POETRY TECNOLOGY FASHION STYLE

33. ?WHY WINE? 6. SUMMING UP MILAN, 12 February 2009 DID THIS PRESENTATION SUGGEST YOU HOW MUCH ALIVE PRODUCT WINE IS? DID THIS PRESENTATION CONVINCE YOU THAT SERVICE IS MORE IMPORTANT THAN PRODUCT AND THAT NOWADAYS THIS IS THE SUCESS KEY? DID THIS PRESENTATION CONVINCE YOU THAT SALESMAN MUST HAVE GREAT KNOWLEDGE, WILLINGNESS, WELCOME, PROFESSIONALISM AND HIS TRAINING IS AN ESSENTIAL COMPANY INVESTMENT? WHAT KIND OF WINE WOULD YOU WANT TO DRINK NOW? RED, WHITE, YOUNG, AGED, SPARKLING, DESSERT? NEXT STEP: NEW WINE PERSONALITY & IMAGE

34. ?WHY WINE? MILAN, 12 February 2009 THANKS FOR YOUR ATTENTION FOR ANY FURTHER INFORMATION, PLEASE CONTACT: PIERANGELO CAUSETTI [email_address]