Santa Margherita collaborates with Mido again this year
The star last year and again at this 2009 edition of Mido is Santa Margherita prosecco, which will be offered to all visitors and exhibitors at the Mido Design Lab bar (hall 24).
We’ve taken advantage of this occasion to ask the Santa Margherita Marketing Manager a few questions!
How did the collaboration between Mido and Santa Margherita begin?
It began last year following a request by Mr Zappi during the launch of our Prosecco "52" D.O.C., which is our prosecco par excellence and recently won the best prosecco of the year award by the magazine "Il Mio Vino".
Santa Margherita is synonymous with "Made in Italy" excellence all over the world. Which decisions contributed to achieving this important result?
I believe that at the basis of Made in Italy excellence there is always the concept of "fine Italian hands", in other words, intuition and, I would say, the considerable creativity of Italian artisans who combine great intrinsic quality, conceptual simplicity and ability. In our case, international success began in 1961, when our enologists intuited that Pinot Grigio grapes had the potential to produce a high quality wine and with a unique profile through the use of a winemaking technique that immediately separates the skins from the must after pressing. We did not invent Pinot Grigio grapes, but we created a Pinot Grigio wine that now represents Italian enology throughout the world, thanks to enological expertise that allowed us see beyond what was in front of everyone else’s eyes.
What are your reference markets?
We export to over 70 countries, worldwide. Apart from Italy, our main markets are United States, Canada, United Kingdom, Germany and Japan. We are developing exports to Russia, Eastern Europe, Hong Kong and Australia.
With important investments in marketing and communication, such as sponsoring the Fondo per l'Ambiente Italiano (FAI) and A.C. Milan, you are avant-garde in the wine sector. What strengths have you found? In the current scenario of communication proliferation we believe that the quality of the message is much more important than quantity. This is why we have focused on wider communication activities and public relations, which also go beyond the winemaking world, because we think that the culture of enology is a determining factor in the general culture of a society. Apropos of this, I would like to mention the literary competition we have been organizing for four years together with Feltrinelli bookshops. It involves the publication of the winners’ stories (a maximum of 4,000 characters) on the labels of our most famous wines.
For consumers seeking something new, what are you planning for 2009?
In 2009 the image of Santa Margherita wines will be completely renewed with a new label that fully supports the prestige that consumers already recognize in the intrinsic quality of our products. For the occasion, we have added new wines, Mueller Thurgau fermo Trentino Doc and Teroldego Rotaliano Doc, and presented the "Impronta del Fondatore" line inspired by Gaetano Marzotto and reserved for restaurants and wine bars.
