CONSORTIUM FOR THE PROTECTION OF SICILY DOC WINES MODULATED THE PROMOTION PROGRAMS FOR 2020 IN THE USA CANADA AND CHINA
CONSORTIUM FOR THE PROTECTION OF SICILY DOC WINES MODULATED THE PROMOTION PROGRAMS FOR 2020 IN THE USA CANADA AND CHINA


CONSORTIUM FOR THE PROTECTION OF SICILY DOC WINES MODULATED THE PROMOTION PROGRAMS FOR 2020 IN THE USA CANADA AND CHINA

The Doc Sicilia wine protection consortium has reshaped its promotional activities in the US, Canada and China markets in light of the situation caused by Covid-19 and with continuous monitoring of the evolution of rules and behavior of wine consumers also in relation to the latest pandemic-related measures.

The foreign promotional campaigns allow the use of sums to be allocated to non-EU markets. Export represents 56% of annual production sales for Sicilian companies.

The investment in the three countries takes the form of advertising and PR campaigns and other social initiatives which, in the recent past, have made it possible to achieve excellent results linked to the best knowledge of Sicily and the quality of the wines of the 461 companies that bottle Doc Sicilia.

"In the last six years, using the promotion programs, Doc Sicilia has increased the quantity of bottles exported by six times" says Antonio Rallo, president of Doc Sicilia. "That's why we believe that careful use of these initiatives in countries that have shown attention to our wines is one of the necessary actions for the recovery of the sector. We know that all markets have suffered heavy consequences due to the health emergency. According to the strategic plan decided by the DOC Sicily Board of Directors, it is necessary to use the funds as effectively as possible. Also by expanding the activities financed by organizing, for example, web tastings or increasing resources for PR and marketing activities ".

"The great work of promotion of Sicilian wine in the world by the Consorzio Doc Sicilia" adds Giuseppe Bursi, vice president of Doc Sicilia, "therefore continues in three major reference countries. In a period such as the current one, the initiative also takes on a symbolic value and allows us to communicate to the markets a clear sign of hope and trust in the future ".

Filippo Paladino, vice president of Doc Sicilia, comments: "At this moment, in order to recover as soon as possible the blockade imposed by the pandemic, it is a priority to focus on solid markets such as the USA and Canada or on the Chinese one which, although young, has shown signs of interest in DOC Sicily wines. DOC programs have a time horizon of three years, however we think that it will be necessary to diversify promotional actions abroad by looking at countries that in the past have given encouraging answers ".

Investments in the USA and Canada

In the USA - one of the markets where there has been the greatest growth in wine exports for years - Doc Sicilia has launched promotional actions since 2015 which today are aimed at the Consortium's social channels and PR initiatives dedicated to media and influencers .

On April 23 and 27, two tastings were organized on Instagram that saw the live participation of many fans.

Two campaigns aimed at the community of wine enthusiasts are also about to be launched. The first initiative will feature women and men who work in the DOC Sicily companies and who will send their photographs taken to document everyday life: at home, in the countryside, among the vineyards, with the backdrop of panoramas to act as setting for wine glass tasting.

The second campaign will instead focus on the stories of women producers or engaged in other activities of the DOC Sicily companies: their testimonies are part of the events of the "Women in Wine" project.

In 2019, Sicily ranked 7th in the ranking on the knowledge of the regional origin of wines with a percentage of 40% among non-expert US consumers and 57% among Italian wine consumers. As for the regions of Italian origin, the Doc Sicily is second after Tuscany (source Wine Intelligence).

In Canada, a web campaign is being prepared that will start in June and end in September 2020: the wines of Doc Sicilia will be the protagonists of articles, tastings, pairings with the most loved recipes by Canadians.

According to data updated in April 2020, in 2019 the market in the world where there was the greatest consumption of wine and where the development potential remains higher is that of the USA, with 33 million hectoliters in 2019 (2% compared to 2018 and 10% of the average of the past 10 years). There are 331 million Americans and therefore drink 10 liters per capita per year. In Canada, the imported wine market grew by 3% to 1.74 billion euros in 2019 compared to 2018, with 3% for bottled wines at 1.49 billion euros. (source Oiv "The numbers of wine")

The new market in China

In China, the promotion of Doc Sicilia wines is taking place on the WeChat channel (the Chinese version of Facebook and Instagram). It is an investment that is already giving different results considering that in China social life has resumed following the cessation of the blocking measures decided during the peak of the contagion.

Doc Sicilia is also planning a series of master classes aimed - as happened in 2019 - to professionals in the sector, media and influencers and to be carried out thanks to partnerships with Ice Beijing.

In China, wine has an average per capita consumption of 1.2 liters per year. China is the fifth world market for wine consumption by volume, after the USA, France, Italy and Germany.

Window on Japan

Thanks to the Italian Chamber of Commerce in Japan, the producers of Doc Sicilia have been offered the opportunity to participate in free webinars from 28 May to learn more about the Japanese market. The first appointment is dedicated to the export of wine, beer and spirits.

The DOC Sicily and the data on the bottled

The Consortium for the protection of Doc Sicilia wines was established in 2011, the first harvest according to the rules of the Regulations took place in 2012.

2019 ended with a total of 95 million bottles (19% compared to 2018). Today the Doc Sicilia counts on almost 25,000 hectares of claimed vineyards and 8,354 vineyards.

Last year the growth trend (11% compared to 2018) of the bottled wines of other Sicilian denominations that include the mention Sicily within their disciplinary also continued: Cerasuolo di Vittoria Docg, County of Sclafani Doc, Contessa Entellina Doc, Eloro Doc, Menfi Doc, Noto Doc, Vittoria Doc.

In the first quarter of 2020, due to the Covid-19 epidemic, there was an 11% drop in bottling compared to the same period of 2019, but these are data that show how the Doc Sicily has limited the decrease: in a context which sees Italian wine lose from 35% to 40% of the volume per month due to the lockdown, Nero d'Avola has a decrease in bottles produced equal to 5% and Grillo by 13% compared to the drop in bottled wines by 17% of white wines.

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