ITALIAN ORGANIC WINES BY TINAZZI
A brand with a long tradition and an innovative organic soul
Founded in 1968, Tinazzi is a family-run winemaking company from Northern Italy with vineyards in two important Italian viticultural regions: the Veneto and Puglia. Over the years, Gian Andrea Tinazzi, the founder’s son, has transformed the family business from a local institution into today’s leading international group. His children, Giorgio and Francesca, help him manage the company.
Under Gian Andrea’s leadership, the group produces high-quality traditional wines, sold in over 30 countries worldwide, amongst them Russia where Tinazzi ranks among the top Italian wine exporters -, USA, Switzerland, Germany, China, Benelux, Denmark and other Scandinavian countries. The important international awards it receives, such as those from renowned magazines like Decanter, Wine Spectator and Wine Enthusiast, are just the latest in a long string of achievements.
NEW ORGANIC WINE RANGE
New in 2021: the Tinazzi winery has launched a brand-new project to add value to its existing portfolio - organic wines from each of its two production locations, one from the Veneto and the other one from Puglia.
Why organic? The Tinazzi family firmly believes that organic is the future. The Covid pandemic has fast-forwarded food and beverage consumption to be increasingly aware and respectful of organic criteria and it is estimated that by 2023 organic wine sales will be double their current level. Respect for the environment and attention to the supply chain translate into care for the quality of life for us and, above all, for our families.
To give an objective background to its organic wine project, Tinazzi commissioned a research company to carry out surveys in some of the company’s biggest markets including traditional European markets, such as Germany, USA, Russia, Poland and China. The aim was to assess the following:
- opinions on and interest in organic food & beverages of Italian origin (especially perceived opinions about Italian organic wines);
- perceptions and images of organic products from other countries;
- perceptions about positioning (product, price, promotion, place/ distribution);
- perceptions about planned packaging.
Around 2,500 people were interviewed (from a database of consumers of red, white and rosé wines at least four times a year). The results were highly favourable to the organic proposition:
Three out of four strongly believe
that organic products are safer for health and organic products preserve nature and the environment. Moreover, most of the respondents are “quite” interested or interested “a lot” in organic wines.
When asked “What are the propositions about organic wine that interest you the most?”, respondents mainly said: product quality, abstemption from use of chemical agents, and company history.
Sustainability and ecological concepts are the main reasons for a consumer to buy organic wines. Moreover, the Tinazzi winery has been in existence for 50 years, and this additional element reassures the consumers about the quality of the product.
With regard to bottle packaging, the survey results underline consumer preferences for natural and green images. Different labels were proposed, and the most popular was the label featuring butterflies, preferred by an overwhelming 80% of the respondents.
Questions about the screw cap closure for bottles were received very positively, because the screw cap enables easy opening and closing of the bottle, so the wine can be stored easily and its quality is preserved.
Most of the interviewees said they expected to find products with these qualities in supermarkets and specialized organic wine shops in the near future.