Italy Country Manager and wine marketing lecturer
Italy Country Manager for Wine Intelligence, one of the leading International wine business intelligence agencies, Pierpaolo is a wine consultant to the Italian wine industry, as well as a wine marketing lecturer. He collaborates with several Italian wine consortiums, associations and wineries in the areas of strategy, marketing, communication & PR, product development and wine tourism. His articles on Italian wine have been published in several leading magazines. After a master’s degree in tourism management at MIB Trieste School of Management, one of the major Italian business school, he has decided to combine his professional knowledge and his personal passion for wine with managerial education. He is currently the Managing Director of the Wine Business courses at MIB Trieste School of Management and visiting lecturer on wine marketing for Universities, Business Schools and other institutions.
"Let's share the numbers: young people, wine and market from lockdown to date"
In many key markets (Australia, Canada, China, Germany, Sweden, the UK and the US), wine continues to be benefit from the various lockdowns and restrictions, with consumers increasingly enjoying wine across a broader range of at-home occasions. How did the pandemic affect the behaviour of younger generations of wine drinkers? Based on data collected by Wine Intelligence amongst regular wine drinkers in several key markets, Pierpaolo Penco, Country Manager Italia for Wine Intelligence, will focus on the Millennials (25-41) and Gen Z (21-24) age cohorts and their trends as wine consumers during the Covid-19 era. In the US, for example, wine consumption growth during the lockdown has been led by Millennial drinkers, followed closely by Gen Z. On the contrary, the average age of Australian wine drinkers is rising, as the category struggles to entice the 18-24s to become wine drinkers. In the pre-pandemic era, Millennial consumers were rapidly becoming the main consumers of sparkling wine. Involvement levels with sparkling wine have been boosted by these motivated Millennials, who are highly involved in the category and more open-minded about their sparkling wine choices. From our data, still wine is emerging as the main “beneficiary” of lockdown and restrictions, while sparkling wines are recovering. So what can the wine industry expect from the Millennial and Gen Z segments, when more dynamic alcoholic beverages and the general reduction in alcohol consumption appear to be major drivers in their choice?
"Italy facing the Rosé challenge, between new bubbles and markets"
The “third colour of wine”, which in recent years has become firmly established on markets all over the world as having its own defined identity and which eagerly awaits the much anticipated “Prosecco rosé”, (a new classification that have huge impact on the market share or pink wine) will be the topic discussed by market experts and producers during Wine2Wine. They will try to interpret what the future holds for this stye of wine in the post-pandemic market. Numbers and market analysis will be presented by Pierpaolo Penco (Wine Intelligence) and Carlo Flamini (UIV Wine Observatory). In addition, to better understand how the intricacies of Italian rosé, the discussion will include the president of Rosautoctono – Istituto del Vino Rosa Autoctono Italiano, Franco Cristoforetti, and the winemaker-producer Mattia Vezzola, vice-president of Consorzio Valtenesi. In addition it will be moderated by the director of Corriere Vinicolo, Giulio Somma. Rosé wines, the “theme of the year” in the weekly magazine of Unione Italiana Vini (UIV) during 2021, will also be matched in the title of the central conference of the next edition of Simei, comparing experiences in the vineyards, wineries and markets of major international producers. There will be a global comparison that will start in the pages of the newspaper with speeches by journalists from different countries and arrive at the world symposium of Simei, the most important international exhibition of technologies and products for oenology. This year, Simei will be intersected with “pink seduction”, a production and commercial frontier of great interest for the most advanced industry of the supply chain for our sector that will find, once again, large and rich representation.