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FIVI Market, an extraordinary success

by Francesco Annibali 11/28/19
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Mercato dei Vini dei Vignaioli Indipendenti FIVI Piacenza

The "taste and buy" format that characterizes the largest annual event of FIVI, in Piacenza, is perfect.

There are supporting columns such as Pieropan da Soave, celebrities such as Gianfranco Fino da Manduria, farmers with 5 hectares who have been making wine for 40 years and Millennials who have left their offices to go to the countryside, coming from the Langhe and the most remote areas, and all stand together, in identical counters in form and size, a sort of hive that conveys a bright idea of compactness of purpose.

It is the Wine Market of Independent Vinegrowers, those who personally follow the entire chain from the care of the vineyard, to the transformation of grapes into wine, up to bottling and sale, FIVI event that brings together a large slice of members from all over Italy, which was held at the Expo in Piacenza from 23 to 25 November.

An event really well done by the overflowing, and well-deserved, success of the public, with more than 20,000 accesses, to tell the familiar face, ultra fragmented but beautiful, of the Italian wine economy.
A labyrinth of small companies, 626 to be precise, which makes FIVI president Matilde Poggi greeted "it's nice to see more each year that the Market's audience is made up of affectionate people who come back regularly to visit us, who follow us and anxiously await this moment to review known producers and discover new ones. This special report is also evident on the social networks, where the movement and interest in this event in the previous period, is really high.
 
A success that is the result of a new format, which gives the opportunity to buy the wines in the tasting area, and so you see a small horde of buyers - not just enthusiasts - around with the steel trolley, a bit 'supermaket, a bit' social center event.
The tastings made confirm the impression of a very high average quality level, and above all of generalized mastery of the techniques used in the production, whether they be Ancestral Method or macerated, white vinification or carbonic maceration.
A beauty full of charm, but perhaps a little fragile: if it is true that the fragmentation of family businesses conveys a (well-deserved) feeling of authenticity, it is also true that for the foreign market the "beehive effect" is a major problem.
 
And it is here that, in the opinion of the writer, the event will have to work for the immediate future: in the ability to give a clear and simplified image to foreign buyers. It won't be easy, but for me the future is in Piacenza.



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