Le fiere del vino – Wine trade-fairs

A feature giving tips on an efficient use of trade fairs as a marketing tool for wine estates. Written by Slawka G. Scarso and first published in Bibenda – February-March 2005

INCIPIT
Even though the growth of the trade fair system might have come to a halt in Italy, this doesn’t seem to influence the wine market. On the contrary, wine trade fairs have recently grown in number, on a national and local scale, possibly because trade fair organizations have thought of fighting the immobility of the system by focusing on a sector such as wine, capable of moving masses of people even during a difficult economic phase.
No time to waste on discussing which is the best trade fair. What’s more important, is trying to organize the participation in the event in order to use the relevant budget in the most efficient way. Because, no matter what crisis may affect the system, trade fairs are indeed one of the most important marketing tools for wine estates.
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