In this interview, Edoardo Freddi explains the export potential and which countries are most receptive to Italian wine.
A glimpse of the international market for Italian wine is given by Edoardo Freddi, head of Edoardo Freddi International (Efi), an Italian export management company in the wine sector, which closed 2021 with a managed turnover of more than 75 million euros and a partnership with 43 Italian wineries for a total of 28 million bottles sold worldwide. “We are now in our 10th year,” says Freddi, “with the awareness, in our own small way, that we know the markets quite well, also thanks to a punctual presence with our collaborators on site who know how to transfer the needs of the local market: this is the case, for example, in China, where we now have two stable resources. Technically we are agents because we neither buy nor sell, but we put the winery in contact with the importer and the market. We also follow some aspects of marketing, to support sales, starting with packaging, we support the wineries we follow, to achieve the right results for success in a given market’.
If the most consistent numbers are with the European market and in particular Eastern Europe, with Russia that has resumed imports since last June with interesting numbers, it is Asia and Africa that represent potential markets that could give satisfaction in terms of growth. Recent participations in sector fairs such as the Facim (Fiera Internacional de Maputo) in Mozambique in the collective organised by Ice and at ProWine in Singapore, have allowed us to take stock of wine exports in these two countries.
The most receptive countries for Italian wine in Africa and Asia
In particular, in the African market, which accounts for 1% of Edoardo Freddi International’s total sales, the perspective is to double turnover by the end of the year, aiming at 7% in the next five years. Four are the most interesting countries in which Efi operates: South Africa, with organic and high-end labels, Nigeria where the wine culture is growing, Angola and Mozambique interested instead in the entry level and medium range.
Edoardo Freddi International’s turnover in Asia currently stands at 25% with the aim of reaching 30% by the end of 2022. Four reference countries account for 95% of revenues and they are China, South Korea, Japan and Vietnam, plus Indonesia and Thailand, which have represented interesting growth rates in the last year.
New wineries in the stable and a look at the spirits world
Three new wine cellars have been added to the company’s portfolio, which are very closely linked to the territory and allow an expansion of the offer in international markets. In particular, Santa Lucia produces organic Franciacorta and Curtefranca wines, Serre Ponsecco is instead located in the heart of the Prosecco Conegliano Valdobbiadene production area, while Casa Vinicola Triacca ranges from the heroic viticulture of the Valtellina of La Gatta wines to the Tuscan hills of Chianti with La Madonnina and Santavenere in Montepulciano.
In addition to being founder of the company of the same name, Edoardo Freddi is CEO of the FreedL Group, a group specialising in investments in assets and companies operating in the beverages sector, which holds the majority of the capital of the newly-formed Veraison Group Spa – a reality formed by the merger of Salvaterra, Progetti Agricoli and 4RU, important Italian commercial and production entities – and promotes the best Italian spirits in the world through Sapiens Spirits.
Source: Mark Up