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La Vis hopes to put Trentino on the map

Published:  23 July, 2008

Cantina La Vis, the Trentino cooperative that took over the privately owned Casa Girelli earlier this year, has pledged to put its region on the map'.

La Vis president Roberto Giacomoni, managing director Fausto Peratoner, and Stefano Girelli were in London last Wednesday (7 September) to explain the background to the takeover and to pledge their commitment to promoting Trentino as a region producing premium-quality wines.

With Girelli translating, Giacomoni said that the two companies were a good fit, with La Vis's expertise in production and Girelli's in distribution and export. The cantina has 1,300 members, with more than 1,400 hectares producing 1.4 million cases (15% of Trentino's total production), of which 75% is white (Chardonnay 38%, Mller-Thurgau 17%, Pinot Grigio 14%, and others 5.5%).

The cooperative, which is the fourth-largest wine-producing group in Italy, was formed in 1948 and made only bulk wine until 15 years ago. The company objective is to double production to 10 million bottles over the next five years and, at the same time, double its exports.

Giacomoni said that using the synergies between the two companies, they want to become a serious player, focusing on Trentino'. Noting New Zealand's success, he added: Trentino has the capacity to produce pure white wines. New Zealand has the highest average price points, and I believe there is room in this market. The answer from the Old World to this,

is Trentino.'

Asked about their strategy for breaking into the UK market, Peratoner said: The first thing is to introduce the wines - throw a stone in the lake', and then they would be sitting down with Girelli's UK partners, HwCg, to look at the wines and the packaging and to formulate a strategy.