The latest edition of “Soave by the Glass”, the promotional campaign coordinated by the Consorzio di Tutela in collaboration with the WellCome agency and the Ice Tokyo office, showed an increase of 22% in the number of bottles sold. “Lumino Carino” in Ehime, “Il Bacaro” in Tokyo e “Bar Ponte” in Oita are the contest winners that sold the most bottles of Soave.
Press Release n°34/2017 Consorzio per la tutela vini Soave e Recioto di Soave
Sales of bottles of Soave increased by 22% compared to last year over the same 40 day promotional period. The participating venues registered an increase of 41%, passing from 273 to 385 bottles this year. Tra questi “Lumino Carino” in Ehime, “Il Bacaro” in Tokyo and “Bar Ponte” in Oita are the locales that proposed Soave with originality and also sold the most Soave.
Compared to past editions, this year’s Soave by the Glass broadened its reach to cover the entire country, from Hokkaido to Kyushu. as well as major cities like the capital, Tokyo and Osaka, in the Kansai region, and the second most largest metropolis for number of inhabitants. The results have been extremely positive and have gained in momentum since the first year of promotional activity five years ago. More Soave wines are appearing on wine lists throughout Japan, and more requests by consumers who find the wines particularly suited to Italian, but also local cuisine.
The campaign is part of a broader promotional strategy that includes activities in Italy and abroad. The wineries taking part in this initiative were:
Cantina del Castello
Cantina di Monteforte
Cantina di Soave
Tenuta Sant Antonio
“The Japanese market has been very receptive to Soave wine, and this edition of Soave by the Glass is a confirmation of growing interest”, explains Aldo Lorenzoni, Director of the Soave Consortium – “The Japanese marketplace requires open mindedness and sensitivity to understand and work effectively with consumers, venues and trade. Over the past five years since the project’s launch, we have successfully reached out to both restaurants and consumers.”