NOVARA
The link between wine and territory characterizes the activity of the Consortium for the protection of Nebbioli Alto Piemonte. The organization monitors and promotes DOC and DOCG production by organizing activities that culminate in Taste Alto Piemonte, the largest showcase dedicated to the sector. From Saturday to Monday the castle of Novara hosts the seventh edition.
Lorella Zoppis, vice president of the Consortium and responsible for events and promotion, at what stage is the process for the valorisation of local wines?
«He has reached a good level. Until a few years ago, Northern Piedmont was known indirectly thanks to a handful of companies that represented it with commitment and competence. Today, however, the identification is much more widespread and deep-rooted, a large circuit of quality producers has been created who have gained positions on the market and notoriety by giving value to the territory. And other bodies such as Atl and the Chamber of Commerce have included the inclusion of the words “Alto Piemonte” in the name in their reorganization programs”.
A group of producers is gaining ground according to which even small attractive events in their territory are more effective than fairs like Vinitaly. What do you think?
«We need to focus on both types. Tastes and other focuses such as the latest masterclasses that we organized in Neustadt in Germany have an informative value, that is, they offer opportunities for knowledge and in-depth analysis of the product. Others, like Vinitaly, have more commercial purposes. The Consortium must work on both fronts in favor of companies that would otherwise be excluded. Instead, I think that participating in trade fairs abroad risks being a bit distracting for us.”
What aspects should you insist on?
“The quality. It’s excellent but you can always do better. We must also continue to invest in promotion because people quickly forget. One more reason, the recognition of European City of Wine.”
Does wine tourism remain an under-explored world?
«Something is moving. I know several companies that are organizing themselves for hospitality, even though we are light years away from other suitable areas. From a hotel point of view there is a need for expansion.”
Another historical issue to be resolved is the relationship with the world of catering. Why are there few places that serve wines from the area?
«It’s true that compared to other territories there’s often no match for variety on offer, but things are changing on this front too. Many businesses have begun to include some proposals on the menu and the Wine Weeks circuit is going in this direction: until Sunday 19th, our wines will be served in 45 venues in the quadrant, creating new opportunities to discover and appreciate them.”
Would the production from Alto Piedmont be sufficient in terms of quantity to satisfy orders?
«Yes, if you consider that many small companies export their labels. If domestic demand were adequate, the same wineries would sell to local restaurants rather than abroad and others could focus on both channels.” —
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