GTR Magazine reports on the return of rosé and the next gen of wine lovers
“Elegant, fresh and intense,” Rosa dei Masi is described as its interpretation of the “Rosé Renaissance”
Driven by a focus on creating experiential retail environments that attract travelers seeking unique and premium items, Silvina Romani, Export Manager Global Travel Retail at VSPT Wine Group, notes that airports have transformed from transit hubs into shopping destinations. With an increasing appreciation for fine wines, travelers are willing to invest more on higher quality products and distinctive experiences. Also, given the airport setting and related circumstances, travelers are often in a mindset to indulge.
According to Romani, the Chile-based group offers a sensory wine experience, particularly via its travel retail exclusive 1865 Voyager Collection. The line consists of three wines: 20- and 70-Year-Old Cabernet Sauvignons and a 40-Year-Old Red Blend. Romani explains the collection’s lifestyle is represented by discovery and a connection to exploration. “Our offerings cater to those seeking not only a wine, but an experience that aligns with their refined tastes and adventurous spirit,” she says.
Pier Giuseppe Torresani, Export & Travel Retail Sales Director at Masi Agricola, shares the unprecedented growth in demand for premium wines is partly because of the nature of the business. “While some consumers are looking for good price opportunities, others are seeking unique and exclusive products that are difficult to find in the domestic market,” he comments. “These are not necessarily different consumers; it can be the same person buying for different occasions.” Torresani adds, in this light it’s normal that there is increasing interest in premium wines, since they are linked to specific grapes, vineyards and producers and therefore scarce.
As an Italian red aperitivo, Rirò offers consumers a slice of the Tuscan lifestyle and a new way of drinking wine
Gen Z and the Rosé Renaissance
Speaking about Gen Z, Torresani says while wine has traditionally been consumed by a more mature population, he’s confident that “step by step” the next generation of consumers will enter the wine world. It is important for Masi Agricola to offer an assortment that covers the emerging needs of consumers of all ages, which is why the company has launched the organic wine range Fresco di Masi. Made up of one white and one red, the range is low in alcohol and a response to the growing demand for sustainable and light-bodied products among the younger consumer segment.
The Italian winemaker has also introduced Rosa dei Masi, which it describes as “elegant, fresh and intense” and its interpretation of the “Rosé Renaissance.” Torresani explains wine is about enjoying flavors and pairing with foods. “Each bottle represents a specific culture, territory and people. Choosing a specific winery or wine is a way for a wine lover to express themselves and to share certain values with others. In that sense, wine has become a lifestyle choice,” he says.
Beyond the return of rosé in the category, the segment is seeing a shift from intense pink and fruity rosé wines to those that are “light salmon in color and more mineral on the palate.”
On the digital side, VSPT Wine Group leverages digital platforms and social media to create informative and interactive content. Romani notes that partnering with influencers allows the company to reach and resonate with a younger audience. Additionally, through sustainable initiatives like its International Wineries for Climate Action membership, VSPT Wine Group demonstrates its commitment to climate change and sustainable progress – shared values among Gen Z.
With its stylish presentation and floral undertones, VOGA Prosecco DOC Still symbolizes modern Italian winemaking
A new way of drinking red wine
To appeal to the next wave of consumers, Esteban Garcia, Duty Free & Travel Retail Manager at Italian Wine Brands, explains the wine industry needs to adapt its strategies to align with the preferences and behaviors of the tech-savvy and socially conscious demographic. “We’re embracing such changes with our main brands including VOGA Italia, specifically it’s new offering Prosecco DOC Still,” remarks Vittoni. In addition to teaming up with social media personalities to increase awareness and engagement, Enoitalia relies on peer reviews and recommendations from trusted figures to influence purchasing decisions.
According to Vittoni, VOGA Italia Prosecco Still symbolizes modern Italian winemaking and provides a sensory experience that is both sophisticated and approachable. “With its stylish presentation, versatile appeal and commitment to quality and innovation, the wine attracts a new generation of wine lovers who appreciate the blend of tradition and contemporary flair,” she says.
Italian Wine Brands is also presenting a new way of drinking red wine with Rirò, the Italian red aperitivo. Crafted in Tuscany, Vittoni shares, the new generation of red wine respects tradition and captures the essence of a region deeply rooted in its heritage, while embracing innovation and change.
Chile-based VSPT Wine Group caters its offering to those seeking an experience that aligns with their refined tastes and adventurous spirit
