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I couldn’t believe my eyes!
According to a recent survey, three out of ten of the most sold wines in Italian supermarkets (red wines) are Morellino di Scansano DOCG. This is amazing, 2.310.000 millions of bottles out of a total of 8.726.000, more than 26%, are Morellino di Scansano (from three different brands). Much more than Chianti, much more than any other of the 400 + Italian appellations!
I mean, it’s a great news. That indicates a few things, in my book:
- a) this Appellation is successful, very successful, maybe the most successful of them all in Italy. Not yet abroad, though.
- b) if this is successful, why they keep confirming the closure of the Morellino appellation. They (the Consorzio of Tutela) say that the Morellino has grown too much, too quickly, so there might be risks in the market. Risks, what risks, what about this incredible performance than?
- c) the statistics, the numbers, are incredibly important. Why don’t the Consorzio spend part of its sizable budget to understand markets’ shares, sales stats, and all those meaningful numbers that are important to take decisions on promotion and production, and, after and only after invite the producers to take informed decisions on something that is of fundamental importance on their lives. I have repeatedly asked for it, no answer came yet.
Well, let’s conquer the World now.