Ep. 2042 When being collective leads to uniqueness | wine2wine Business Forum 2023

Aug 8, 2024

In this engaging discussion, Nathalie Spielmann, a branding expert focusing on territory and terroir, partners with Robert Camuto, a seasoned wine industry professional. They explore the essence of terroir branding, distinguishing it from typical country branding. The conversation dives into the unique identity of Champagne, the power of collective effort among producers, and the importance of ethical practices in building valuable territorial brands. They also highlight the challenges faced by the Italian wine industry and the significance of educating consumers about quality and terroir.

Ask episode

Chapters

Transcript

Episode notes

Intro

00:00 • 4min

The Art of Terroir in Champagne

04:22 • 5min

The Power of Terroir Branding

09:08 • 19min

Challenges and Evolution of the Italian Wine Industry

28:08 • 2min

Navigating Wine Branding Challenges

29:48 • 8min

The Value and Protection of Prosecco's Brand Identity

37:47 • 3min

Welcome to Episode 2042, where we present the session recordings from the wine2wine Business Forum 2023. In today's episode, we delve into- When being collective leads to uniqueness: Branding Territory and Terroir Branding with Nathalie Spielmann, Robert Camuto

Italian Wine Podcast is proud to be a media partner of wine2wine Business Forum and we are pleased to present this series of market focus sessions, recorded during the Forum held in Verona in November 2023.

wine2wine Business Forum is an international wine business event, held annually in Verona, Italy since 2014. The event is a key annual reference point for wine producers and wine professionals from around the world, providing an opportunity to network, develop and expand their wine business worldwide.

About the session:

Terroir branding - distinct from country-of-origin effects and place branding - explains how and why some regions are better known than others. Indeed, when local firms can develop global brands while being engaged in responsible actions to protect their valuable resources, the value of their territorial brand soars. Champagne is an excellent example.

This session will discuss how to identify key facets that make terroir brands unique, how they can work collectively using cooperative postures, the role of moral engagement, and the hazards that prevent value creation. In the ever-globalized marketplace, distinctiveness is a key performance indicator and efficient terroir branding is a critical strategic approach helping regions and wine brands gain notoriety and rise above the competitive clutter.

Find more about wine2wine Business Forum: https://wine2wine.net/

_______________________________

Let's keep in touch! Follow Italian Wine Podcast on our social media channels:

Instagram www.instagram.com/italianwinepodcast/

Facebook www.facebook.com/ItalianWinePodcast

Twitter www.twitter.com/itawinepodcast

Tiktok www.tiktok.com/@mammajumboshrimp

LinkedIn www.linkedin.com/company/italianwinepodcast

If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/

Until next time, Cin Cin!

Thanks for tuning in! Listen to more stories from the Italian Wine Community here on Italian Wine Podcast!