We have so much that is still hidden and that needs to be expressed and explored. You can do this by making this richness concrete for those you speak to and work with by communicating this great diversity. Once again, thank you for helping us express this hidden treasure.
Just once each week we're graced with the presence of Steve Kim and Professor Attilio Scienza on the Italian Wine Podcast for the segment entitled Everybody Needs a Bit of Scienza. In this instance, the two took a question from Erik Schneider, 2017 Sweden Somm of the Year! Erik asked what organizations, besides Vinitaly International Academy, promote Italy's great wine culture and heritage throughout the world. Listen to the Professor's answer in the original recording, Episode 333 of the Italian Wine Podcast. WARNING! CONTAINS MATERIAL IN ITALIAN LANGUAGE!
Thankfully, faithful guest blogger Susannah Gold, DWS, FWS is back to help us translate Professor Scienza's words, below. Susannah is President of Vigneto Communications and her own blog is avvinare. Additionally, she is a Lugana East Coast Brand Ambassador and a Vinitaly International Italian Wine Ambassador.
What can Italian Wine Ambassadors do to promote the richness of Italian wine to the world? All 20 regions have indigenous grapes worthy of fame and notice, in addition to VIA are there other institutions that do this?
Attilio Scienza responds:
The question is really one for Stevie Kim and you can ask her why she created VIA. What I can tell you is that Italian wine promotion is very fragmented among regions, consortia and big producers. What we need is a unified strategy that encompasses the entire system and this should be run by ICE, the Italian Trade Institute.
I want to thank you and all the Italian Wine Ambassadors for the job you do in explaining the values that surround Italian wine. Italian wine is not just the grape varieties but also the sensations, emotions and experiences tied to the wines. Like music, perfume or art, Italian wine awakens all of these sensations.
Italy has more to offer than any other country, think of it that we have 50 % of the world's diversity of soils and 500 individual recognized grape vines and counting. Think of the number of combinations that these two factors soil and grape vines can produce and you see the wealth that Italy produces in terms of the plethora of different wines and experiences that we have to offer. We have so much that is still hidden and that needs to be expressed and explored. You can do this by making this richness concrete for those you speak to and work with by communicating this great diversity. Once again, thank you for helping us express this hidden treasure.