In a crowded wine market, the customer has more and more choices. In this scenario, product differentiation appears as a key marketing and communication strategy. The concept of volcanic wines is a unique way to position wine.
The Wine Forger’s Handbook: A Brief History of Wine Forgery (Chapter Four)
If you are of a certain age you will probably have an opened bottle of Marsala tucked away in a corner of the pantry. The cook in the house used it to prepare those vogue-ish and vaguely unhealthy dishes, Veal Marsala and Zabaglione (egg yolks whipped to a froth with sugar and Marsala).
In a moment when many consumers across the globe are running away from high alcohol levels and are looking for fresher wines, what is at stake is the typicity found in the glass. This is all the more important that the diversity and regionality will render the wines attractive to a growing number of young consumers, mostly Millenials.
Climate change is not just a buzzword: it is affecting real vineyards, real people and the real economy. Its impact is so huge that the style of the wines are affected by it, the way viticulturalists work in the vineyard and cellar masters do it in the wineries is also changing. It will also need an adaptation of the appellation rules in the Old World in order for the producers to be able to compete on the global and very fierce global wine market.