The recent proposal launched by the Italian Unione Italiana Vini and Alleanza delle Cooperative Agroalimentari was well received by the Consorzio delle Venezie Doc to establish a national discussion table about Pinot Grigio, in order to monitor the various Italian areas under this appellation and help the supply chain in the work of protection and enhancement of this wine.
As proposed by Albino Armani, the question, therefore, is: how to increase the value of the Pinot Grigio production in the world?
From data provided by Unione Italiana Vini Wine Observatory, in Italy Pinot Grigio covers an area of 31,327 hectares (about four times higher than the second in the ranking, California and Oregon with 8,906 hectares and with France even in fifth place with just over 3,000 hectares). We can easily understand how much this wine counts for our wine system.
Moreover, Pinot Grigio is a sort of “ghost” wine for Italy since its 95% is exported. So we have to find tools, strategies, actions to enhance a product that few people know and consider worth in our country. The widespread idea that Pinot Grigio is essentially a “neutral” wine, with a rather low personality index, was born from this observation.
If we want to increase its value, we should start from investing in its top quality. Working on the base of the production pyramid, as done in the recent decades, was demonstrated to be not the best and successful strategy.
It has always been the top to raise the value of the appellation. The base must constantly testify how the whole production model is oriented towards a qualitative increase. We believe this is the best strategy and I personally believe that the Italian Pinot Grigio production chain can play its cards right and better, from top to bottom.