Ciao guys, this grand looking place is the philharmonic theater of Verona, where I’m about to attend a lecture on the future of Amarone before the
#anteprimaamarone tomorrow. Today, 60% of Amarone is exported, with Germany as the largest export market, the US in second place, and China as the fastest growing market. The question lingering - and discussed openly here - is how Valpolicella, and really, Italy as a whole, can compete with France, who enjoys an average export bottle price of nearly 8 euro, compared to Italy at less than 3 euro.
Some of the questions being asked: Should Valpolicella better establish and market their ‘Crus’? Does a ‘Cru’ matter with customers/critics when the production so heavily relies on a post-harvest drying process? Should the consortium highlight certain brands as “classic” examples? Or, would that betray the rest of their producers?
The wines deserve more of the world’s attention and everyone agrees there is massive opportunity to grow.
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I’ m john(ny) [aka
@babe_piginthecity ] and I’m taking over the
@lux.wines insta for the week as I hang out in bella Verona 🇮🇹 (courtesy of
@valpolicellawines 🙌) for some deep dive classes 🤓 and the
#AnteprimaAmarone
follow along for wine, risotto, and always cheese. forever cheese. ***
#takeover #luxwines #lovelux #hastalapasta #valpolicella #amarone #winesofinstagram #winesofig #instawine #instawines #wine #wines 
