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COMPANY FOUNDER EDOARDO<br />
<strong>FR</strong>EDDI GRADUATED IN<br />
ECONOMICS AND MANAGEMENT<br />
<strong>FR</strong>OM LUIGI BOCCONI<br />
UNIVERSITY IN MILAN<br />
ROBUST DEMAND FOR FINE WINES<br />
The range extension dovetails with the premiumisation trend that continues<br />
to gain traction around the world, despite some current headwinds due to the<br />
economic crisis and inflation. Edoardo Freddi confirms the underlying tendency<br />
for consumers to trade up: “We are seeing a lot of demand for fine wines, especially<br />
in markets such as Germany, Switzerland, the UK, Japan and the Far East”.<br />
This high-end focus is reflected in the company’s ongoing market shift – whilst<br />
70% of the wines are currently sold in the off-trade, partly as a result of on-trade<br />
closures during Covid, the aim is to achieve channel distribution which leans<br />
more heavily in favour of the on-trade. “Over the next few years, the shares of the<br />
various channels will change and we will arrive at 50% off-trade, 40% on-trade<br />
and 10% online”, with e-commerce increasingly gaining in significance. But will<br />
this year’s small Italian crop hinder the company’s growth potential? “There will<br />
certainly be an increase in prices, but the crop reduction can benefit companies<br />
from an inventory perspective, and lower production will also allow them to raise<br />
their positioning, demonstrate the uniqueness of their wines, and invest more<br />
in promotion”. Every cloud has a silver lining…<br />
68 WINTER 2023 • GILBERT & GAILLARD - THE <strong>FR</strong>ENCH EXPERTS ON WINE
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