Italian Tutored Tasting

The Italian Trade Commission has launched a new trade promotion to spread the word of a 2.5% volume and 23.4% value increase in Italian wine sales.



16 March 2010

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The Italian Trade Commission has devised a “promotion through education” campaign to create greater awareness of Italian wine with key trade customers. The course will highlight DOC & DOCG and IGT wines currently available on the Irish market and will also focus on food and wine matching.

While the Irish wine market experienced an overall decrease of -8% for 2009, Italian wine increased its volume sales by +2.5%, while sales by value also increased significantly by +23.4% to December 2009.

With growing consumer interest in Italian wine, the Italian Trade Commission feels that now is the time to tap into this success by creating greater awareness of Italy’s many regional wine styles. To facilitate this, the ITC have commissioned an in-depth Italian “Wine Course”.

The course comprises five modules devised by wine writer Helen Coburn, who is currently sitting the Master of Wine course and is an expert on Italian wine.

The tastings are free of charge and are open to trade customers only. It will take place in three major centres, Dublin, Cork and Galway, running from March to May 2010.

Further information may be had from Simon Keating at the Italian Trade Commission on 01 – 668 9280 and bookings may be made with Jean Smullen at or on 086 – 816 64 68.



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