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<strong>IT</strong>ALY<br />
FOCUS<br />
are 43,000 producers in Italy but only 10-15 can truly say they have well-known brands.<br />
Our aim is therefore to generate economies of scale for small producers. The average<br />
export price of Italian wine is around 3 euros. If you can generate savings of up to 20%<br />
on a bottle of wine, it’s very significant”.<br />
CONTROLLING THE VALUE CHAIN<br />
The policy has reaped rewards for StraItalian, primarily in one of its major target<br />
markets, the United States, where it has established its own import company, StraItalian<br />
Inc. “This is our gateway to the US market. It allows us to be in charge of the value chain,<br />
generates savings and means that our wines travel straight from Tuscany to Miami or<br />
New York with no intermediaries”. The cost savings have even taken US retailers aback<br />
but they’re not the only advantage of having a dedicated US-based structure. “Flexibility<br />
is a key selling point for us. Having stock already in the US is a great lever. Even<br />
the big retailers we now work with did not want to commit in the beginning and buy a<br />
SUMMER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE<br />
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