Consorzio di Tutela Vini DOC Cirò e Melissa and the wine intelligence study that traces the path of promotion of the DOC

The Cirò and Melissa DOC Wine Protection Consortium presented the study conducted by Wine Intelligence to the press on 19 July at Borgo Saverona in Cirò Marina. The study, funded by the Consortium, thanks to the contribution of the Calabria Region, aims to evaluate the perception of consumers in relation to the Cirò Designation of Origin, comparing the results with the perception of the other Italian DOCs. Wine intelligence has therefore focused the research on the coding and analysis of the data emerging from the study of the consumer market, with particular focus on the national market and on the German market. “ For the first time a study of such depth has been conducted on the Cirò wine ” declares Raffaele Librandi, President of the Consorzio di Tutela Vini DOC Cirò and Melissa, “ We have chosen to invest in this research as in recent years we have noticed a growing interest in Cirò and more generally in our wines. We therefore wanted to explore this trend through a clear and detailed photograph of our denomination, which could become the tool for outlining a promotion strategy, based on targeted and more effective actions." The objective for the Consortium is, in fact, to transform the data that emerges into concrete actions aimed at promoting the identity and quality of the wines of Cirotano at a national and international level . “ Analyzes such as those that Wine Intelligence has developed for the Cirò and Melissa Consortium ” comments Pierpaolo Penco Professor and expert in wine marketing “ make it possible to collect reliable information and data on the behavior and attitudes of wine consumers, starting with Italy and Germany which are the first two sales markets of the Denomination. The results show that a promotional activity cannot be neglected in order to make oneself known more and better, provided that targeted interventions are implemented whose final objective is the growth of the perception of the DOC brand and, therefore, the consideration and willingness of consumers to spend to purchase its wines. This can be done through structured marketing and communication planning precisely in the light of the environmental factors that the analyzes have made it possible to discover or confirm . In this regard, it also appears clear how the study highlights the need to convey the promotion of wines through greater knowledge and dissemination of the Calabrian territory . “ Making Cirò wine known, transmitting its high quality value, cannot ignore the attribution of greater value to the whole “Calabria system”. The involvement of the institutions for a niche DOC, made up of many small companies, is essential. We need to work in synergy to be able to make our denomination known in the markets and do it with a precise strategy .” continues Raffaele Librandi. During the conference, experts in the sector and representatives of various institutions and organizations took part and spoke, demonstrating the intentions of a collective work for the promotion of the territory. Among the speakers Dr. Raffaele Librandi President of the Consortium for the Protection of DOC Cirò and Melissa Wines , Dr. Pierpaolo Penco Lecturer and wine marketing expert , Dr. Angelo Radica National President of the City of Wine Association , Dr. Giacomo Giovinazzo Director General of the Agriculture Department of the Calabria Region , Dr. Sergio Ferrari Mayor of Cirò Marina and Dr. Gianluca Gallo Councilor for Agriculture , Agri-food Resources and Forestry of the Calabria Region .