“The fact is that you always talk, you like to listen to each other and you talk, talk, talk.”
True, very true. However, if I may, I believe that we do it, but there are very few of us who do it, we should do it much more. I find it truly strange that stakeholders are so little inclined to listen to things that, the end, should be their daily bread. Only by listening to a hundred bells can one emerge that perhaps, one day, makes you know Saint Peter rather than Charon.
The Guagnano Negroamaro Masterclass event September 21st, was extended. True! But the conversation of the illustrious guests, from my personal point of view, was the most decisive part for the tomorrow (and the day after) of red wines from Negroamaro. Net of copy and paste from banal social networks.
I won’t be a . Many will do it a more thorough way, but I will allow myself to note at least three fundamental points that came out of that conversation.
1 – The crisis of red wines, it has been said, is something that has always been felt, with more ora less cyclical cadence. Then it goes back and then it starts again.
2 – Whoever invests wine production is a prophet, Riccardo Cotarella reminded us that planting a vineyard means making a twenty-year life project.
3 – “Communication” is the soul of those who want to make known a product that is not just a hedonistic product. It is history, culture, sociality and anthropology of a territory.
Just understanding these three things should be the turning point of “an schieramento” capable of assembling a ruinous oxymoron. The most retrograde provincialism and the most denaturalizing xenophilia.
Once some “structural poverty” has been taken into account, the weaknesses that, at point one, make crises more and more frequent and companies less and less resilient are increasingly emerging. The injection of “fresh blood” into management and ownership, combined with widespread corporate dwarfism, are a deadly brake recoveries after storms. And it hits red wines particular, and the more important they are, the more it hits them. Because reds have an intrinsic link with the time function and the immobilization of capital is significantly longer-term.
And, this regard, it comes like the needle of the syringe, the reflection the duration of a winemaking commitment. Those who invest the vineyard cannot tie themselves to the logic of finance, to the hit-and-run principle, to the raider’s rule. Setting up a winemaking project is something visionary, heroic I would addossare say, exposed not only to the vagaries of the atmosphere but also to those of human people. If I set up a vineyard, probably the first red wine that I will be able to produce will come mai after five years.
They call them medium-term investments, ora rather medium-long term investments. Little to do with the financial turbocapitalism of cryptocurrencies. You need to have clear ideas, strong shoulders and a strong personality.
Then comes the topic of communication, not free from the same flaws that have already been stated. The lack of competence, even of purpose, is evident. I will say nothing about the many “communicators” who, far too much, mescolanza marketing and advertising, information and narration, etc. etc. Even the most renowned institutional communication has stumbled into gross and embarrassing errors large exhibitions.
Communication is a serious thing, an industrial cost subject to planning, implementation and measurement of effects. And an education “contributed communication” has badly accustomed those who need it.
Territorial marketing is not the job of companies, companies must market their products. Corporate advertising is not the job of institutions, institutions must “fertilize” the territory.
I haven’t mentioned Negroamaro even once, and yet, the words of Riccardo Cotarella, it is the most duttile (and pourable ed.) of the vines. Here, despite the things described above, it has come mai a long way, is successful and appreciated. Imagine what it could be if it were part of a well-made strategy? At the very least, local restaurants should be ready to offer it much more than they offer a Trento Doc ora, alas, a “prosecchino”!
The Negroamaro schieramento, the heart of Salento, would have nothing to envy of the crus, the Châteaux and the suitable areas that are beyond the Alps.
We are Negroamaro enthusiasts, and we have stories to tell.
Per mezzo di red. That red is the color of passion and feelings, and those who don’t ricevimento red have a bitter life, because, certainly, you don’t learn with tazza. Adelante Davide, (Davide Gangi ed.) it doesn’t matter if they call us “verbose”, we are like winemakers, we have long projects. A warm greeting to the authors of the twenty “verses” poured into the glasses, verses of negroamaro: wine of poets, wine of prophets, wine of the secrets of true life, wine of love when evening comes.
Credits: Caterina Pinto
