ROME «There are few Calabrian companies that venture onto the national market also due to the difficulties and costs in creating a sales network, on the other hand we must also take into account the small wine production in Calabria, equal to just 0.4% of the national one » thus Paolo Ippolito at the Vinoforum on “strange case” of Southern wines disappearing from important tables. «It is a partly correct analysis, but it is obvious that we don’t have that critical mass to fill all the spaces – adds Ippolito – and combined with this is the fact that marketing in Italy is not easy, regionalities are king. Since the Seventies we have undertaken a national and international path to promote our wines: today 30% of our production is destined abroad”. Ippolito does not deny the existence of “prejudices” although the perception of Calabrian wine has improved a lot: “But – he comments – much still needs to be done, entering the wine lists is easier than in the past due to greater attention to the native Calabrian wine . There is a lot of work to do but I am optimistic, if we can work as a team we will succeed.” It is «fundamental» for Paolo Ippolito «to network and have support from the Region, see Vinitaly for the first time with a single stand. Calabria does not have a “substance” problem, there is valid entrepreneurship and products that are second to none: many of our wines are at the top of the national and international rankings and are reported in the most prestigious sector guides. However, Calabria has a problem of “form”, today it communicates better than in the past, also thanks to the continuity in promotion by the Region, in particular President Occhiuto and the Councilor for Agriculture Gallo, who makes us feel his nearness. Our region must focus on its biodiversity, which ensures a great wealth of products, and on tourism. I believe that the path is the right one.”
Finally, about the Vinòforum, Ippolito talks about «a participation that I strongly sponsored with the department, with the company – he explains – we have been participating for 10 years now, it is a useful event especially in central Italy because it brings together the major producers. It is a week of very interesting meetings: the first three days are reserved almost exclusively for sector meetings in Lazio and Rome in particular.” An important event «which is part of a series of initiatives promoted by the Region to strengthen the Calabria “brand” and promote Calabrian wine» concludes Paolo Ippolito.
