Charting the path of promoting the Cirò Doc

Increasing consumer awareness through promotion and popularization of the Calabrian territory: this is what emerges from the results of the scientific study.

Knowing how to assess consumers' perceptions of a given product or service is always essential for planning its development and promotion. The Consortium for the Protection of Cirò Doc Wines commissioned Wine Intelligence to carry out just such a study. The study, financed by the Consortium, thanks to the contribution of the Region of Calabria, compared the results that emerged in relation to the Cirò Denomination of Origin with the perception of other Italian Doc wines. Wine Intelligence therefore focused its research on coding and analyzing the data that emerged from the consumer market study, with a particular focus on the domestic market and the German market.

"For the first time, a study of such depth has been conducted on Cirò wine," says Raffaele Librandi, president of the Consorzio di Tutela Vini Doc Cirò e Melissa. - We chose to invest in this research because in recent years we have noticed a growing interest in Cirò and more generally in our wines. We therefore wanted to deepen this trend through a sharp and detailed snapshot of our denomination, which could become the tool to outline a promotion strategy, based on targeted and more effective actions."

The goal for the Consortium is, in fact, to transform the data that emerged into concrete actions aimed at promoting the identity and quality of Cirò wines nationally and internationally. "Analyses such as those that Wine Intelligence has developed for the Cirò and Melissa Consortium," comments Pierpaolo Penco, Lecturer and expert in wine marketing, "make it possible to gather reliable information and data on the behavior and attitudes of wine consumers, starting with Italy and Germany, which are the top two sales markets for the appellation. The results point out that promotion activities cannot be neglected in order to become more and better known, as long as targeted interventions are carried out that have as their ultimate goal the growth of the perception of the DOC brand and, therefore, the consideration and willingness of consumers to spend to buy its wines. This can be done through structured marketing and communication planning precisely in light of the environmental factors that the analyses have allowed us to discover or confirm." 

In this regard, it also seems clear how the study highlights the need to convey the promotion of wines through greater knowledge and dissemination of the Calabrian territory.

"Making Cirò wine known, conveying its value of high quality, cannot be separated from attributing greater value to the entire Calabria system. The involvement of institutions for a niche DOC, made up of many small companies, is essential. We need to work in synergy in order to make our denomination known in the markets and do so with a precise strategy," concludes Raffaele Librandi.

The conference, which was held at Borgo Saverona in Cirò Marina, was attended and attended by experts in the field and representatives of various institutions and organizations, demonstrating the intentions of a collective work to promote the territory. Speakers included Raffaele Librandi President of the Consortium for the Protection of Cirò and Melissa Doc Wines; Pierpaolo Penco, lecturer and wine marketing expert; Angelo Radica, National President of the Wine Cities Association; Giacomo Giovinazzo, Director General of the Agriculture Department of the Region of Calabria; Sergio Ferrari, Mayor of Cirò Marina; and Gianluca Gallo, Councillor for Agriculture, Agri-Food Resources and Forestry of the Region of Calabria.

We at DoctorWine have always believed in the potential of Cirò. We present below the Reserves currently on the market that we liked the most (to read the card click on the name).ions for a niche Doc, made up of many small companies, is essential. We need to work in synergy in order to make our denomination known in the markets and do so with a precise strategy," concludes Raffaele Librandi.

• ‘A Vita, Cirò Rosso Classico Superiore Riserva 2017
• Cataldo Calabretta, Cirò Rosso Classico Superiore Riserva 2017
• Cote di Franze, Cirò Rosso Classico Superiore Riserva 2016
• Librandi, Cirò Rosso Classico Superiore Riserva Duca Sanfelice 2019
• Brigante Vigneti e Cantina, Cirò Rosso Classico Superiore Riserva 0727 2016
• Zito, Cirò Rosso Classico Superiore Riserva Casale Difesa Serra Falcone 2017

Related Products