3rd May 2005
This was my first visit to a major international wine exhibition as a producer.
My expectations were not high as Italy like France is very self-sufficient if not insular with respect to their own wonderful food and wine culture . A chance to see competitive products, attract a few agents and maybe obtain acknowledgement for two wines submitted in competition. The shared stand was organized by Babrius and included Cape Tourism, two producers Beyerskloof and Whalehaven and an Italian importer Biscagli showcasing Stellenbosch Vineyards wine.
The city was so full that the nearest reasonable hotel that we could book was 40 km away at Sirmione, a picturesque resort town on lake Garda. Except for the tortuous entries and exits to the highway near the Verona airport it proved quite convenient. A park and ride facility at the soccer stadium on the outskirts proved a boon in eliminating both traffic jams and parking problems.
On the first day our convenient corner stand was as well attended as any other. Our stand was simple, two serving counters ,a table with four chairs, a fridge and a tight wash-up cubicle. Most of the other stands seemed to be straight out of ‘modern living’ with designer fittings and private tasting areas for their clients. The exhibitors were impeccably dressed and very professional. Despite an excellent wall display of Cape vineyards and a small Cape Tourism sign, we did not capture visitors eyes until we put up a sign in large letters ‘SUDAFRICA’. From that moment, with the help of our welcoming approach to visitors the stand became one of the most visited at the show.
The interest in South Africa as a wine producer was considerable and many were aware that our wine quality had improved tremendously over the last few years. Everyone wanted to taste wines that were TYPICALLY South African. Our stand could offer Pinotage and a Cape blend from Beyerskloof and the public loved them for their intense fruitiness. Many stopped to tell us of their holidays in SA and how much they enjoyed them. SA holidays seem to be particularly memorable to Italian visitors. Despite the language difficulties, they are impressed with the variety of landscapes, people, flora and fauna and the abundant sunshine thrown in.
Many small restaurant and enoteca owners asked how to get hold of our wines, but serious distributors and agents were evident by their absence. A case of too small volumes to warrant effort and a latent demand that would die if it could not be met. The show was on for five days from 9am to 7pm. We hardly had time to explore the other exhibitors. The few we did stop at ,proved very friendly and willing to exchange information and wine.
A highlight was a farewell dinner for our stand participants at an outdoor restaurant La Greppia in Verona followed by coffee in the magnificent Piazza Delle Erbe. Never mind the Roman theatre or Juliet’s balcony, the whole of central Verona is an unforgettable stage set.
Our two wines did not win any prizes, but the quality of the wines on show were extremely high and we are now motivated to set even higher standards. We received many complements from our visitors and we were approached by over twenty potential agents, half of which were from other European countries. Maybe it was our Italian heritage and language that helped but the potential for doing business in Italy is much greater than I thought.
Alberto Bottega
