{"id":127682,"date":"2024-10-21T17:53:33","date_gmt":"2024-10-21T15:53:33","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=127682"},"modified":"2024-10-21T17:53:33","modified_gmt":"2024-10-21T15:53:33","slug":"italian-export-in-2024-innovation-sustainability-and-new-trends","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/italian-export-in-2024-innovation-sustainability-and-new-trends\/","title":{"rendered":"Italian Export in 2024: innovation, sustainability, and new trends"},"content":{"rendered":"

Interview with Alessio Mazzuca, Export Marketing Manager at Terre Cevico and Alumnus of Bologna Business School.<\/span><\/p>\n

In the realm of <\/span>Made in Italy<\/b>, export has always been one of the main drivers of growth and international recognition. But in a rapidly evolving global context, what are the trends reshaping the export strategies of Italian excellence?<\/span><\/p>\n

Alessio Mazzuca<\/b>, Export Marketing Manager at Terre Cevico and Alumnus of <\/span>Bologna Business School<\/b>, offers us an exclusive insight into how <\/span>sustainability<\/b>, <\/span>innovation<\/b>, and new consumer preferences are transforming the wine sector. With his extensive experience and keen eye on international markets, Mazzuca guides us through the emerging opportunities for Italian businesses and shares the challenges they must face to remain competitive in an increasingly complex global environment.<\/span><\/p>\n

 <\/p>\n

What are the trends influencing the export of Italian products in 2024?<\/b><\/p>\n

Sustainability<\/b> is undoubtedly a driving and cross-cutting theme across various types of products and services. In the wine sector, 2024 has confirmed the interest in <\/span>no-low wines<\/b>, which are either alcohol-free or low in alcohol content. New generations, particularly <\/span>Millennials<\/b> and <\/span>Gen Z<\/b>, are seeking products that combine diversity, quality, and taste without compromising a healthy and mindful lifestyle. Additionally, around 35% of consumers aged 20 to 30 drink alcohol but not wine. This has paved the way for <\/span>wine-based cocktails<\/b>, which are becoming increasingly popular among younger people. The transition of wineries towards sustainable practices is becoming a crucial value in international markets, even though, as of today, it is not economically recognized by the consumer. However, it represents a strategic asset for the future of the sector.<\/span><\/p>\n

 <\/p>\n

What strategies do you recommend to Italian companies to establish themselves in international markets?<\/b><\/p>\n

Obviously, strategies depend heavily on the company’s specific situation. Therefore, it is essential to know yourself, your philosophy, capabilities, and goals. In general, when we talk about <\/span>international markets<\/b>, there is often a tendency to look for a single versatile strategy. Unfortunately, this is not the case. There are countries or macro-areas with their own consumer and cultural trends, with their own commercial dynamics and entry barriers. Thus, a <\/span>tailor-made<\/b> approach to individual markets or clusters of markets with similar orientations is the first rule to be effective. In the wine world, some markets have consumption trends that are diametrically opposed to others. The same goes for communication and marketing, which are closely tied to the specific culture of each market. This doesn’t mean changing your assets or values, but knowing how to adapt them to different international realities. Therefore, flexibility and diversification in terms of packaging, product, positioning, and communication are essential for a successful export strategy.<\/span><\/p>\n

 <\/p>\n

Can you illustrate a success story of Italian product export?<\/b><\/p>\n

One successful export case from our company (<\/span>Terre Cevico<\/b>) is the <\/span>Sancrispino<\/b> brand, specifically the organic cartons we export to about 10 countries worldwide. In Japan, we are present in one of the largest <\/span>konbini<\/b> chains, <\/span>7Eleven<\/b>, which accounts for around 21,000 stores nationwide. Thanks to the work done together with our importer, we have achieved a volume increase of more than 60% compared to last year. In absolute terms, we will surpass one million cartons sold in the Land of the Rising Sun. The widespread availability of these products has allowed us to implement a series of communication actions targeted at the Japanese market and culture. The goal is to improve <\/span>Sancrispino’s brand awareness<\/b> in a way that aligns with both the brand’s values and the market’s communication methods. The tools used? Creation of <\/span>landing pages<\/b>, <\/span>social channels<\/b> (Line, Instagram), and other communication tools, such as <\/span>Yuru-Kiara<\/b>, mascots typical of Japanese culture, specifically designed for the culture of the target market. <\/span>Sancrispino Bio<\/b> also has a strong presence in the Finnish market, available in <\/span>state monopoly stores<\/b>. In this market, we will reach about half a million cartons sold (with an estimated population of around 5.6 million in 2024). Here too, the product’s wide availability has become significant, and the brand is becoming increasingly visible.<\/span><\/p>\n

 <\/p>\n

In which sectors do you see the greatest growth opportunities for Italian exports in the coming years?<\/b><\/p>\n

Certainly, sectors related to <\/span>sustainability<\/b> and the reduction of environmental impact. Even in the world of food and wine, sustainability continues to be a central theme, driven by greater ethical awareness among consumers.<\/span><\/p>\n

 <\/p>\n

What are the main obstacles that Italian companies face in international markets?<\/b><\/p>\n

Italian companies face many challenges, including the choice of suitable local partners. Successful positioning depends on effective collaboration with those who know the target market well. Another major obstacle concerns <\/span>import\/export regulations<\/b>, which vary significantly between markets. Additionally, cultural barriers and the importance of effectively communicating with local consumers must be considered. Finally, we cannot ignore <\/span>geopolitical factors<\/b>, such as pandemics or wars, which can significantly impact exports.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Interview with Alessio Mazzuca, Export Marketing Manager at Terre Cevico and Alumnus of Bologna Business School. In the realm of Made in Italy, export has always been one of the main drivers of growth and international recognition. But in a rapidly evolving global context, what are the trends reshaping the export strategies of Italian excellence? […]<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[207,92],"tags":[],"rubrica":[],"class_list":["post-127682","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-news-en"],"acf":[],"yoast_head":"\nItalian Export in 2024: innovation, sustainability, and new trends | BBS<\/title>\n<meta name=\"description\" content=\"Interview with Alessio Mazzuca, Export Marketing Manager at Terre Cevico and Alumnus of Bologna Business School.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/italian-export-in-2024-innovation-sustainability-and-new-trends\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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