GG_N55_Complet_FRA-web

ITALY
FOCUS
A GATEWAY TO THE US MARKET
Similarly, the purchase of Connecticut-based
Italian import company Votto Vines Importing
is strategically designed to ramp up the group’s
presence in the all-important US market. The
small-medium importer established by the Votto
family has an office in New York and its headquarters
in Connecticut. Its role will be to provide a
gateway to the United States for a notoriously
fragmented Italian wine industry. “Many Italian
wine companies are too small and not organised
enough to push their wines in the right channels
and markets through a well-defined proposition
and positioning. Prosit Group aims to bring
together wineries with amazing potential to
create synergies, especially in marketing, distribution,
sales and production, helping individual
companies to develop a more complex proposition
without wresting control of them”, stresses
Maruffa.
“OUR FOCUS IS ON WINERIES WITH GREAT, UNEXPRESSED
POTENTIAL”, EXPLAINS PROSIT GROUP HEAD OF
MARKETING LUCA MARUFFA
CATERING TO MULTIPLE MARKETS
The US is just one market, albeit a significant
one, out of a collection of 60 different destinations
where Prosit Group now ships in excess of
26.5 million bottles of wine generating 83 million
euros in revenue. “Aside from the US, one of our
most important markets currently is Canada, particularly
Quebec”, explains Maruffa. “Torrevento is
also well-established in Germany and we’re doing
well in Benelux with selected importers. South-East
Asia is offering us the opportunity to open up new
markets and closer to home, in Italy, we are developing
the on-trade”. Innovation is viewed as a way of
catering to multiple audiences and future-proofing
the group – from screwcaps to the no-lo segment,
lighter bottles and recycled paper for the packaging,
a multi-pronged approach aims to respond to
a wide range of needs, “without betraying the identity
of the companies because the wines produced
show great typicity”. Although the number of
acquisitions over the past five years has been staggering,
and led to the ongoing rebranding process,
there is every likelihood that it will continue going
forward. “We are always looking for new acquisitions”,
confirms Dagnino. Watch this space….
THE FORMER CO-OPERATIVE WINERY IN MONTALCINO
WAS DESIGNED BY AN ARCHITECT IN 2000
SPRING 2024 • GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE
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