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<strong>IT</strong>ALY<br />
FOCUS<br />
BY DESIGNING AN EXCLUSIVE<br />
BOTTLE, SOURCING PINOT<br />
GRIGIO IN FRUILI AND<br />
LEVERAGING AWARENESS OF<br />
THE VARIETAL, STRA<strong>IT</strong>ALIAN<br />
HAS SUCCESSFULLY SECURED<br />
LISTINGS IN MAJOR US<br />
SUPERMARKETS<br />
full container. We have warehouses in New York<br />
and Miami, allowing retailers to access smaller<br />
batches, one or two pallets. For me, that’s genuine<br />
flexibility”. The strategy has been so successful that<br />
Peragine is now looking to replicate it in China<br />
and Japan. “We have been working for a while on<br />
a joint-venture for both countries that would give<br />
us more direct control over these markets”.<br />
PREMIUMISING TWO <strong>IT</strong>ALIAN<br />
RANGE STAPLES<br />
The US market has also allowed the company to<br />
premiumise two Italian appellations that to a<br />
certain extent have become commoditised. Italian<br />
Pinot grigio has undeniably been a resounding<br />
success internationally in recent years but with<br />
this success has come a measure of trivialisation.<br />
“Pinot grigio is very well-known worldwide, but<br />
we want to take it further”, explains Peragine. “So<br />
we steered away from Veneto and went to Friuli,<br />
which is the best region in Italy for white wines”.<br />
After an 18-month quest to design a premium,<br />
signature Pinot grigio, StraItalian produced<br />
Strato Pinot Grigio DOC. The name is a nod to<br />
the different layers of soil vines put their roots<br />
down through, but also to the company’s name<br />
and to its potential ‘stratospheric’ success. The<br />
packaging is also key to the higher-end approach.<br />
“We drew the bottle in-house. It’s a Champagne<br />
bottle and is exclusively made for us”. With the<br />
blessing of the critics – James Suckling awarded<br />
it 91 points and Gilbert & Gaillard a double gold<br />
medal – Strato Pinot Grigio is all-set to enter the<br />
US market with a price point of $18.99 that sets it<br />
apart from the customary range of $6.99 to $13.99<br />
for the varietal. “We have been picked up by three<br />
big box retailers – which I cannot name yet – and<br />
also by Fresh Market”.<br />
<strong>IT</strong>ALIAN DESIGN AT <strong>IT</strong>S FINEST<br />
The success mirrors that of StraItalian stable mate,<br />
Bocciamatta Private Collection Aquatic Creatures,<br />
114 SUMMER 2023 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE
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