Vino 2015 hits New York

Dubbed “the grandest Italian wine event ever held outside Italy”, Vino 2015 is packing out New York’s Waldorf Astoria this week.

Mike Veseth (www.wineeconomist.com)

With a packed schedule of tasting and seminars two of the speakers, Mike Veseth – the Wine Economist, and Banfi’s co-CEO, Cristina Mariani-May, spoke to the drinks business before the event.

“I won’t know how grand until I get there,” said Veseth, “but it’s a good moment for Italian wine in the US

and it makes sense to make a real effort promoting here, with decline in the domestic market and the UK not so strong.” With total US wine sales flat, there is a shift up-market with significant growth in the US$20+ category according to Veseth. He felt the Italians were being much more aggressive and visible in the market. “Instead of thinking the job’s done when they find a distributor, they’re starting to realise they have to generate pull-through by hosting wine dinners and putting a face to their wines because they’re competing with Californian wineries who are doing that the whole time.”

Mariani-May who looks after the Castello Banfi estate in Brunello, said: “With the excitement around the release of Brunello 2010, this year has started off with a bang, so we’re expecting Vino 2015 to keep the momentum going.” She also wanted to use the event to boost Italian wine education because“Vino Week promises to attract a wide range of avid wine drinkers thirsting for knowledge.”

Cristina Mariani-May co-CEO Banfi

As for US sales of Amarone, Brunello and Barolo, she said: “All three are enjoying growth, both on the collectors/auction scene and in the mainstream. The enthusiasm of 2010 vintage Brunello is one of the hottest topics in wine right now.” She described Bolgheri as “one to watch” and continued interest in Super-Tuscans because of the US trend towards red blends. Veseth agreed they would attract a new generation of drinkers, but said: “Those riding the Super-Tuscan horse are unlikely to be as successful in the future as they were in the past.”

He also felt a big issue for Italian wine remained the fact sales are heavily skewed to the East Coast and New York. For her part, Mariani-May pointed to growth in unexpected areas for her flagship Castello Banfi Brunello. “Nevada, Virginia, Michigan, Arizona, and Missouri are all seeing double-digit growth over the past year.”