12 TH ANNUAL AAWE CONFERENCE 2018 ITHACA, NEW YORK, UNITED STATES JUNE 10 th, 2018 Statler Hall Room 396 A new sub-appellation among local restaurants: the Rive case in the Conegliano Valdobbiadene Prosecco District Luigi Galletto, Luigino Barisan UNIVERSITY OF PADOVA, ITALY Department of Land, Environment, Agriculture and Forestry (TESAF)
Summary "Hogback" Geomorphology CONEGLIANO VALDOBBIADENE PROSECCO DOCG: Introduction What does the (Prosecco) Rive Docg really mean? Methodology and data collection Objectives The theorethical framework adopted Survey sample Results: The survey sample Implications Conclusions:
Prosecco PDO Wine System v v v Conegliano Valdobbiadene Prosecco DOCG: 15 boroughs of the Treviso Province are included Asolo Prosecco DOCG: 17 boroughs in the Treviso province Prosecco DOC: 9 Provinces. It includes the whole of the Friuli and Venezia Giulia region and most of the Veneto region (excluded the Verona and Rovigo provinces). Treviso DOC: it corresponds to the Treviso Province Tratto da: http://www.prosecco.it/it/prosecco- superiore- docg/ Conegliano Valdobbiadene Prosecco DOCG was born in 2009 with the Prosecco PDO Wine System s Reform (Decree of the Ministry of Agriculture, July 17 th, 2009)
Rive DOCG: the role of the heroic viticulture RELAUNCHING CONEGLIANO VALDOBBIADENE PROSECCO PDOWINES BY MEANS OF RIVE DOCG à DIFFERENTIATION STRATEGY Million bottles 500 400 300 200 100 0 Conegliaano Valdobbiadene Prosecco DOCG Prosecco DOC In the Post- Reform period, in which the DOC has raised its competitive pressure on Prosecco DOCG wines, the Rive Docg could covers a reference role in relaunching (Hirschman, 1970) the PDO in the market Through SUPERIOR QUALITY values and HEROIC VITICULTURE Rive DOCG wine represents for 56 sparkling companies a key factor in order to differentiate their portfolio (Porter, 1985 and 2008) by adding Superior and Ultra premium features to the Prosecco Docg s supply 2000 2002 2004 2006 2008 2010 2012 2014 2016 The Rive represents a strategic leverage that can be skillfully used in the marketing of Prosecco Superiore Docg companies
What does the (Prosecco) Rive DOCG really mean? The term Rive indicates, in the patois of the local inhabitants, small parcels of steep sloped vineyards that are characteristic of the area, where best quality Glera (ex Prosecco) grapes are produced (sensu stricto) Rive bring out the best quality inprosecco Superiore Docg wines Grapes grown in a single borough or hamlet, underlining the characteristics that a particular terroir gives to the wine
What does the (Prosecco) Rive Docg really mean? Under the EU policy for the wine sector, Rive is defined as "quality sparkling wine produced in a specified area (i.e. menzione in Italian) RIVE DOCG REGULATION: MAXIMUM YIELD: 13 tons per hectare HARVEST: Only and exclusively MANUAL harvest The grapes must come from A SINGLE MICRO- AREA MICROZONE: 43 as a whole, of which: 13 boroughs 30 sub- boroughs THE LABEL: must show the year of production and the place name Tratto da: http://www.biancavigna.it/it/territorio The Rive places itself in second place for Prosecco excellence, following the Superiore di Cartizze DOCG (i.e. PDO Grands Crus)
An Outlook of Rive Structure and Market RIVE NUMBERS (2017): 171 vine- growers 274 hectares under vines 50 wineries 3.2 million bottles sold 58% Rive s place name are used Most widespread Rive: Colbertaldo (31%), San Pietro di Barbozza (10.1%), Ogliano (7.8%) RIVE DISTRIBUTION CHANNELS: Domestic market: 75% of bottles sold Ho.Re.Ca Channels: equal to 50% of the Domestic sales Break- down analysis on Italian market: North- east is the major destination Foreign market: showed high rate of diversification The production of Rive has recorded more and more marked rates of growth from year to year
Area under vines and bottlers companies RIVE (HECTARES), 2010-2017 NUMBER OF BOTTLERS, 2010-2016 Vineyard surface (Ha) 300.0 250.0 200.0 150.0 100.0 50.0 109 Ha 1,6 Ha 274 Ha 1,6 Ha 5 4.5 4 3.5 3 2.5 2 1.5 1 Averagesurfaceper vine- growers (Ha)) Numero 60 55 50 45 40 35 30 25 20 15 10 20 31 31 37 44 50 48 0.0 2010 2011 2012 2013 2014 2015 2016 2017 0.5 2010 2011 2012 2013 2014 2015 2016 Source: C.I.R.V.E. data processing, Conegliano, 2018, On AVEPA - Schedario Viticolo Regione del Veneto data
The case study: Positioning Rive DOCG in Restaurants Research method: Research aims: AD HOC QUESTIONNNAIRE TIMING: 2016 ON A SAMPLE OF: 86 RESTAURANTS WHO OPERATE IN 15 BOROUGHS a) the sample share of restaurants selling the Rive SA; b) the Rive SA weight on total Prosecco DOCG sales; c) the price gap between the Rive and the Superiore Prosecco; d) the customers knowledge about the Rive Prosecco and preferred wine styles; e) the operators opinion about the SA, especially on its improvement of sale profitability for geographic indication wines; f) the relationshis between the business location and the type of Rive presented in the wine list.
How is the Rive Brand Spread in the Production Area? (1) RIVE DIFFUSION AVERAGE MEAL PRICE & DIFFUSION 58% 30% No 29% 70% Yes 14% Low SPESA expenditure BASSA Medium SPESA expenditure MEDIA SPESA High expenditure ALTA Rive is sold in 30% of the sampled restaurants Diffusion grows with the average meal expenditure in the restaurants The Rive, despite being a "young" brand, is carving out an important presence in the CVP
How is the Rive Brand Spread in the Production Area? (2) Valdobbiadene Farra di Soligo Miane Pieve di Soligo Follina Susegana San Pietro F. Vittorio Veneto Colle Umberto Conegliano RIVE IN THE RESTSURANT WINE LIST WITHIN THE AREA COVERED BY THE BOROUGH Eastern Rive Western Rive 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Generally, Rive is preferred in the area where it comes from
How is the Rive Brand Spread in the Production Area?(3) RIVE NAMES WITH THE HIGHEST DIFFUSION DIFFUSION WITHIN THE BOROUGHS Number 6 5 4 3 2 1 0 Rive di Ogliano and Guia are the most common in the restaurants Mostly in Valdobbiadene, Conegliano and Pieve di S. The targeted promotional policy is leading to an extension of the reach of the Rive
How is the Rive Brand Spread in the Production Area?(4) RIVE S WIDESPREAD BY CATERING TYPE High % diffusion in fish restaurants, traditional- revisited cusine
Is it recognized as Premium and/or Ultrapremium wine? Unit Price WINE GLASS AND BOTTLE PRICE 20.00 18.00 16.00 14.00 12.00 10.00 8.00 6.00 4.00 2.00-2.94 3.19 Price per glass - Prosecco Superiore Docg Price per glass - Rive Docg 16.02 Price per bottle - Prosecco Superiore Docg Glass of Rive premium price 8,5% Bottle of Rive premium price 7,3% 17.19 Price per bottle - Rive Docg Unit Price 2.94 3.19 16.02 17.19 RESTAURANT BUYING PRICE FOR A RIVE BOTTLE Reported cost/bot: max 9,5; min 5,50; average 7,50 There is an evidence of Premium Price. The acquisition cost is mainly between 7 and 7.50
Is it recognized as a collective brand? (1) PERCEIVED RELATIONSHIP BETWEEN RIVE BRAND AND HEROIC VITICULTURE PERCEIVED RELATIONSHIPBETWEEN RIVE BRAND AND WINE QUALITY No Low Medium High Very high No Low Medium High Very high Perception of the Rive brand is very positive both on the cultivation techniques and on the quality of the wine
Is it recognized as a collective brand? (2) CONSUMER S CHOICE PROMOTIONAL POLITICAL PERCEPTION 5 4 4.35 4.27 3.92 The promotion has not been fully implemented Averaage Score (5- point likert scale) 3 2 1 2.96 2.88 2.88 17% 22% 33% The promotion was not enough effective Prosecco promotion in a broader sense is much stronger than the promotion of specific wines typology - Owner tip PDO (DOCG) Brand Price positioning Menzione "Rive" Differential quality 28% The Rive is negatively affected by the confusion between DOC and DOCG Despite the good level of recognition of the intrinsic values of the brand, some points of improvement are perceived
Conclusions MAIN FINDINGS: 30% of the restaurants sell the Rive SA The Rive sales are about 12% of the total Prosecco DOCG sales and appear rather tied to the productionofthe local Rive The price gap between the Rive and the Superiore Prosecco (8%), confirms previous reportson the Rive price performance (Boatto etal., 2017) Operators declare that customers show a growing interest in Rive sparkling wine, but believe that the relationship between the Rive Prosecco and its heroic viticulture production should be better stressed more
Conclusions MAIN FINDINGS: Some Rive are preferred over the others and we found only a substantial evidence of linkages between the local Rive and restaurant location. Factors significantly affecting the Rive widespread are the restaurant specialization on fish cuisine or traditionally revisited cuisine and the high customer s expenditure for a meal
UNIVERSITY OF PADOVA RESEARCH CENTER FORTHE VITICULTURE AND OENOLOGY (C.I.R.V.E.) Via XXVIII Aprile, 14-31015 Conegliano (TV) - Italy Phone: +39 0438 450 475 Fax: +39 0438 453 736 http://www.scuolaenologica.unipd.it Thank for you kind attention