It’s with great pleasure that I share the following good news: The Moscato d’Asti blog has asked me back for another year of blogging here on the Moscato d’Asti stories blog!
It’s good news in part because I need the work. But it’s even better news because it’s an example of the Moscato d’Asti consortium‘s commitment to engaging with the international community of wine lovers and wine appreciation.
I’ve always thought that wine is kind of like a song. Even the best song in the world isn’t a great song unless someone hears it (it all goes back to the question of “if a tree falls in the forest and no one hears it, does it make a sound?”).
So many great wines are produced each year in Italy but too many of them will never be experienced by my fellow Americans. Part of that has to do with the fact that it’s increasingly difficult to sell foreign wines in a market that is evermore saturated and where distribution channels are growing more and more narrow every day.
The challenges of reaching the U.S. market are exacerbated by the fact that marketing has become such an important factor in selling wines in America. The bottom line is that there is simply too much wine here. And much of it is value-driven. Two decades ago, when the Italian food and wine renaissance was just taking shape, everyone was excited to learn about Italian wines like Moscato d’Asti. Today, American wine lovers and consumers are bombarded from all sides with new wines from across the world.
So it thrills me to see that the Moscato d’Asti consortium has reaffirmed its commitment to engaging with American consumers — in a language that they understand.
Of course, I’m not the only one who will be creating English-language content for the blog. And that’s the whole point: Moscato d’Asti is committed to and actively engaged in reaching those consumers with high-quality content that was conceived with them specifically in mind.
That’s good news for all of us — wine lovers, wine growers, and wine sellers alike.