IDEAS home Printed from
   My bibliography  Save this paper

Marketing Strategies For Organic Wine Growers In The Veneto Region


  • Rossetto, Luca


The Italian organic wine sector has dramatically increased, recently. In the last two years, the organic vineyard area has doubled reaching more than 50.000 hectares, while organic wineries account are more than 9.000 farms. In particular, the Veneto Region accounts for 4% of total area and for 15% of organic wine makers. This study analyzes the organic wine sector in the Veneto Region mainly focusing on marketing issues. Two organic wine enterprises are recognized: 1) small wine growers and 2) large-size wineries. The former are specialized in producing organic grapes while the latter are highly specialized in both cultivating grapes and processing wine employing sophisticated technology, especially in making wine. Almost total production is certified and it includes a great variety of red, white and old growing wines; most of the product is sold in foreign market, especially in Germany, USA, Japan while domestic market is limited. So far, specialized organic stores and restaurants have been traditional retailing for organic wine. Now, the increasing size of production is sold especially through supermarket chains. Two main marketing strategies have been detected among small wine growers and wineries. The latter are mainly focused on price and product variety while small wine growers, selling wine to traditional retailing, prefer a wine quality strategy. Big size wineries selling to foreign or domestic supermarket chains or to final consumers have high market power inside wine supply-chain. These producers usually set the price through a mark-up on production cost. Uncertainty coming from both high yield variability and market volatility is faced by increasing wine quality and marketing strategies reinforced by their own brand name. Traditional tools, such as wine exhibitions, and new ones, such as e-commerce, drive organic wine promotion. An information campaign on organic food products should be also encouraged to alleviate informational asymmetries. Although a great share of the increasing production of organic wine is well appreciated on foreign market, insufficient marketing activities may slow or impede the future growth. The ambiguous definition of organic wine plays also a critical role hindering further overseas market growth, as well. Actually, Italy is a leading organic wine producer in the world, also its product features is perceived as high quality standard. However, lack of well design marketing plan could be a weakness for Italian wine-makers and exporters, as more and more competitors, such as the US, Canada, Australia with well planned marketing strategy, may affect Italian overseas market.

Suggested Citation

  • Rossetto, Luca, 2002. "Marketing Strategies For Organic Wine Growers In The Veneto Region," Working Papers 14363, University of Minnesota, Center for International Food and Agricultural Policy.
  • Handle: RePEc:ags:umciwp:14363

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item




    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:umciwp:14363. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.