SOCIAL AND CULTURAL PREMISES
The recent trends related to the search for a new relationship with nature, of quality of food and beverage and the need for “identity” have led an increasing number of people to see rural areas as places of values, resources, culture and products to discover and enjoy.
In this context, agriculture has taken on a multifunctional role, food consumption has started to be considered a cultural fact and historical resources have become a tool of interconnection between local products, countryside, traditions, cultural values but also to place emphasis of the territory and communicate it (Cicerchia, 2010; Privitera, 2010).
TOURISM TRENDS
The increasing spread of forms of tourism based on knowledge and the appreciation for quality and local products bring an ever greater number of visitors to the producing firm and the territory of production, sparking a series of tourist-recreational and cultural activities that take place on the company premises so that the marketing of food products and company/territory heritage appear more connected, as the wider territorial tourist offer is integrated with the company offer or themed rural networks (Privitera, 2010).
AGRI-FOOD AND HERITAGE MARKETING
For all these reasons, from the mid ’80s, the application of heritage marketing by many firms has led to the creation of collections of objects and materials related to the historical heritage of the company.
Among these firms, agri-food companies have a strong potential, because they can boast a wealth of both social and architectural traditions.
The traditional architecture, the way the houses are built, the organization of the agrarian and forestry environment, the charcoal-burner and snow-sweeper, the objects of rural civilization, the holy art, beliefs, legends and local literature.
All these elements increase knowledge of places and the history of a community and contribute to qualifying the rural tourist offer of a territory.
HERITAGE MARKETING IN THE WINE SECTOR: THE CONCEPT OF «TERROIR»
1/2
Within the agri-food sector, wine companies play a special role, since they can base their marketing activities on the concept of terroir (Riviezzo et al., 2017).
Terroir can be defined as «a region which is related to a particular area with a distinct quality of grapes and their wines» (Vaudour, 2002), involving 3 main topics: culture, production and nature.
HERITAGE MARKETING IN THE WINE SECTOR: THE CONCEPT OF «TERROIR»
2/2
Thanks to the concept of “terroir” marketing strategies can differentiate the product, by capturing the value of a place as a powerful tool for assigning uniqueness to local products (Riviezzo et al. , 2016).
HERITAGE MARKETING IN THE WINE SECTOR: THE ROLE OF CORPORATE HERITAGE
1/2
Wine companies can distinguish themselves through the valorisation of the tangible and intangible elements of their corporate heritage (family and corporate history, values, traditional product processes, etc.) and including them in their marketing strategies (Vandecandelaere et al., 2009; Balmer, 2011; Desinano & Fiorucci 2018).
HERITAGE MARKETING IN THE WINE SECTOR: THE ROLE OF CORPORATE HERITAGE
2/2
To do so, they can establish a synergy with the local resources by giving value to the local socio-cultural traditions, perceived by consumers as important elements for trust and quality (Van der Ploeg et al., 2000; Rinaldi, 2017) and by using the heritage marketing tools (Riviezzo et al., 2016).
CASE STUDIES FROM THE MARCHE REGION (ITALY)
ACCATTOLI WINERY 1/4
Mission and business strategy
- Wine production according to the customers’ future expectations
- Innovation that moves on the basis of taste changes
- Assuring and maintaining wine’s path of quality, directly connected to the terroir
Corporate history
Accattoli was founded in 1958 by Delio and his three brothers. The first winery began its production in Montefiore, a village near Recanati. In 1983, Delio decided to take over the company. In 1990, Anastasia and Katia entered the business, continuing their father’s work and mission. In 2002, they started a collaboration with a winemaker to follow the product and to ensure that quality is constant and guaranteed over time.
ACCATTOLI WINERY 2/4
Target market
- Wine experts
- Families and common consumers
through the traditional direct selling of bulk wine
best quality/price ratio
Communication policies
One-to-many
- Official Website
- Newsletter
- Promotional videos (e.g. for Christmas)
- Traditional advertising
Billboards (e.g. in Macerata now)
Paper catalogues and leaflets
Many-to-many
- Use of Social Networks
Facebook and Instagram pages with insertions
ACCATTOLI WINERY 3/4
Heritage marketing tools
Where is the company’s history included?
- Catalogues, leaflets for advertising, website and Facebook page.
- There are no videos talking about the company’s history.
- There is no differentiation about the content according to the different promotional channels.
How is the history branded?
- Official logo with the symbolic representation of Montefiore’s fortress connection to the territory
- Retrobranding: the family tradition is stressed family is a strength aspect for the company’s success
ACCATTOLI WINERY 4/4
Heritage marketing tools
How does the company communicate with its stakeholders?
- Events: tastings and festivals
- Merchandising: corkscrews and calendars
- Associations: the Friends of the Little Prince project
- Partnership with University of Macerata (International Brunch)
Does the organization include any museums, archives or foundations?
No, it does not.
MORODER WINERY
1/4
Mission
“Thrive as one of the best wineries in the region while delighting consumers with a Rosso Conero that must respect and enhance the territory”.
Business strategy
The winery and the territory complement each other, while the family management looks for the best way to respect the tradition cornerstones by exceeding customer expectations with high-quality wines.
Corporate history
The farm was born in 1837 and has been owned by the Moroder family since the beginning. At the beginning of the 1980s, Alessandro and Serenella Moroder transformed the estate, introducing new cultivation methods and specialized vines to exploit the potential of the Conero’s black grapes. Within a few years, Alessandro had become the first to produce Rosso Conero (instead of blending with Sangiovese as was the custom).
MORODER WINERY
2/4
Target market
Everyone interested in: wine, nature, homemade cuisine, holidays outside busy cities, peaceful and ecologically friendly tourism.
Communication policies
RAVAL FAMILY (a bar located in the city center of Ancona)
RAVALETTO (another bar that offers only local wines, beers and food from the Marche region)
Website (virtual tours)
Social networks (Facebook, Instagram)
VISITED TOURS & TASTINGS
MORODER WINERY
3/4
Heritage marketing tools
Where is the company’s history included?
- Catalogues, website and Facebook page.
- Background stories and product design: the logo with the prancing lion on the family crest has been used since 1740.
- Beauty of the vineyards and the estate, panorama of the Conero Mountain.
How is the history branded?
- Official logo with the symbol of the family
- Retrobranding: the family tradition is stressed (family tree, old diplomas, photographs, etc.)
MORODER WINERY
4/4
Heritage marketing tools
How does the company communicate with its stakeholders?
- EVENTS AT THE ESTATE: Ancona jazz summer festival, HalloWine, weddings, yoga camps, camps for children, corporate events
- HOSPITALITY: welcoming and friendly relationship with the guests
- COLLABORATIONS: promotion of the Marche region in collaboration with Santoni shoes
- PROMOTION: conferences, exhibitions, fairs in Italy and abroad (eg. Düsseldorf, antwerpen, basel)
Does the organization include any museum, archives or foundations?
No, it does not.
SAPUTI WINERY
1/4
Mission and business strategy
- Make the brand grow to reach countries where they are not present (importance of exportation).
- Core of the strategy: the love for the land and for the vineyards (organic farming), but also for future generations.
You produce an excellent wine when territory, exposition to the sun, climate and passion are perfectly balanced
Corporate history
Saputi winery was established in 1960s by Angelo Saputi. Nowadays: the owner is Alvaro Saputi, he has made Saputi’s name a national and international mark in the gastronomic field.
The winery has always been in Colmurano, and the family lives near the winery.
SAPUTI WINERY
2/4
Target market
- Private people
- Ho.Re.Ca. system (Hotels, Restaurants and Catering)
- Little and medium importers in some European countries
Communication policies
- Social networks
- Website
- Local press and local advertising companies
- Sponsorships
- Events of the wine sector
SAPUTI WINERY
3/4
Heritage marketing tools
Where is the company’s history included?
- Catalogues, website and Facebook page.
- Corporate videos:
https://www.facebook.com/CantineSaputi/videos/2013525858668428/
How is the history branded?
- The importance of «Castru Vecchiu», the little town where the company was born and is still located
- Retrobranding: the family tradition is stressed
SAPUTI WINERY
4/4
Heritage marketing tools
How does the company communicate with its stakeholders?
- Events: Concerti in cantina, Assaggia le Marche, Arevinando, etc.
- Collaboration with other wineries
- Partnership with Lowin and Provino
- Hospitality: the winery has also a country villa for holidays
Does the organization include any museum, archives or foundations?
The company does not have a corporate museum but the historic cellar with old barrels and original working tools can be visited.
CONCLUSION
As shown by the cases presented, even if the heritage marketing tools are included within the corporate strategies by many wineries, these tools and this strategy is at an intermediate stage of maturity, as it is not conceived and developed as a strategic approach, able to involve all corporate functions and activities.