Nick Breeze: When the industry talks to itself, you talk about bottle weight or very technical things. When you are talking to your drinkers, people who like the experience of Amerone or your other wines, y
I was at the exhibition yesterday and I thought it was an experience.
RP: Absolutely. Creativity is the first value of our house. All of our most important wines have huge creativity content from the winemaking side and to the wine labels and on to how they are communicated.
So, this is who we are and indeed this link between Pasqua and the art is a very distinctive link for for us. It is what makes Pasqua unique in our environment.
NB: Can you leave us now with your message about how you think about the future we are facing when all of these things come together?
RP: My overall message is starting from the wine and I am not only talking about Pasqua, not only Verona, not only Veneto, we are talking about the whole Italian wine industry, I am bullish for the future.
I think we need to go out there conscious that Italian wine is second to nobody, also conscious that we have a lot of investment to do in order to keep increasing our value, in order to close the gap to other categories.
But we can do it because we have great entrepreneurs, great artisans, great winemakers. Made In Italy by itself has a very powerful leverage all over the world.
In terms of sustainability, my message is that we have to be brave, we have to be ambitious. We need also our European policymakers to incentivise us via different ways.
But the message here is lets go, let’s start, we need to move it forward and be ambitious because at the end of the road, the future consumer, the young kids, will evaluate this as the key thing. So it is strategic for our reputation.
Last but not least, communication. We were talking about creativity and my message is that we need to speak the wine language in a less self-celebratory way, less complicated way. Still of course technical but we need to catch the hearts of the millennials and consumers of the future.
Again be brave and try to use their codes and their language and always having a lot of respect for our heritage, always leveraging the generations of know-how in making wine but try to see the wine industry from their point of view.