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The “Consorzio Tutela Vini d’Abruzzo” (Consortium for the Protection of the Wines of Abruzzo): a useful way of increasing the consumer awareness and the competitive positioning of Abruzzo’s DOC wines
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Undoubtedly the Consortium is the most important structure for grape growing and wine producing in the Abruzzo region.
2. The role of “consortiums” has been regulated for some time by Act 164 and the subsequent decrees, even though there has been considerable debate over its role and the possibility of introducing new laws that will help such bodies to become more efficient and updated.
3. The “Consorzio Tutela Vini d’Abruzzo” is well aware of some critical points that characterize the local situation (a disproportion in supply and demand and the need to accelerate quality innovation processes). On the other hand the Consortium is also fully aware of the productive power, business capacity and expertise of the members that belong to it. In this light the Consortium has decided to face any problems regarding its short and long term development in the most systematic and thorough of ways.
For this purpose a multi-year Strategic Plan is being implemented, which aims at orienting the most significant choices by means of a Promotion and Communication Project in line with the Plan.
When this elaboration has been completed and shared, it will be the object of a more extensive presentation.
At present it can already be said that the general guidelines, which will characterize the development of the “Consorzio”, are the following:
- The association basis, which will progressively guarantee support and services to the organization and, in consideration of the relevant weight cooperative companies have, will encourage the “Cantine Sociali” to intensify their relationships with their partners guiding them towards greater quality, cultural innovation and an improvement in their managerial capacities;
- The areas of production will be carefully examined and segmented through the diffusion of suitable research methodologies and the achievement of innovative technology aimed at giving greater value to the potential and vocation of the various “terroir”;
- The market (from the point of view of the general market image of the wines of Abruzzo and not from the commercial and distribution point of view which concerns the single producers.): strategies to guarantee the origin of the product and the visibility of the “typical fruits of our land” such as Montepulciano d’Abruzzo will be encouraged. The communicative strategy of the Consortium to affirm and state its values of fairness and reliability will be reinforced.
For an effective, long-term implementation of such strategies, the Consortium feels it is very important to encourage the various operators belonging to it (cooperatives, “Cantine Sociali” and private producers, who have great production, innovation, transformation and commercial capacity) to pursue an “alliance strategy” even though they express different interests, values and cultures.
There are two “common values” which unite operators expressing such different interests:
- The production territory of the Abruzzo wine industry, which must be given more value through a combined promotion of the quality of the product, the “terroir”, the ecosystem and the local environment.
- Cultural and entrepreneurial innovation in the viticulture of the region which can be improved through the implementation of new training, managerial and management policies (also addressing the needs of the co-operative system).
It is with these challenging objectives but also with its great determination and desire that the role and strategy of the Consorzio, which has only recently begun working at its full capacity, can be measured (and it is obvious that in such a delicate and complex scenario the recent and all too frequent alarm raised by the local specialized press on the state of the Abruzzo wine industry do not help matters.
In conclusion, we firmly believe that if the region’s wine industry is to have a prominent role at a national level after a period of stagnation, a long-sighted strategy is required as well as clarity and the sharing of the objectives. Of course this also implies a lively “internal discussion” between the various operators with the common aim of developing a “higher general competitive position” for the Abruzzo wine industry as a whole.
Consorzio di Tutela dei Vini d’Abruzzo