Ep. 2481 Letizia Corbetta of Consorzio Barbera d'Asti e Vini del Monferrato | Bonus Episode with Stevie Kim
Bonus Episode
Episode Summary
<think> I need to conduct a content analysis of the provided text, which is a podcast transcript featuring Letizia Corbetta from the Consorzio Barbera d'Asti e Vini del Monferrato. I'll follow the requested format with specific sections and word limits. First, let me understand what the text is about: - It's an interview with Letizia Corbetta, who is the event manager for the Consorzio Barbera d'Asti e Vini del Monferrato - She discusses the consortium, which represents 4 DOCGs and 9 DOCs (13 denominations total) - She talks about her role as event manager and how they design events to promote all these different wine denominations - She discusses specific events like "La Doujador" and others - She talks about marketing strategies to reach younger consumers - She discusses pairing recommendations for different wines - She shares insights about the region, its wines, and how to experience it Now, I'll identify key themes from the text: 1. **Diversity of wine denominations**: The consortium manages 13 different denominations (4 DOCGs and 9 DOCs), which presents both challenges and opportunities in marketing and promotion. 2. **Event-based marketing strategy**: The consortium uses various events (both local and international) to promote their wines, with different events targeting different audiences (consumers, professionals, younger generations). 3. **Experiential approach to wine promotion**: Rather than just focusing on the wine itself, the consortium emphasizes creating experiences that blend wine with culture, nature, food, and social connections. 4. **Targeting younger consumers**: Specific strategies to engage younger audiences through music, art, and lifestyle events that go beyond traditional wine tasting settings. 5. **Regional storytelling**: The importance of connecting the wines to the Monferrato region's history, landscape, and culture to create authentic narratives that resonate with consumers. Now for the summary (max 200 words): The podcast features an interview with Letizia Corbetta, event manager of the Consorzio Barbera d'Asti e Vini del Monferrato, which oversees 13 wine denominations (4 DOCGs and 9 DOCs). Corbetta discusses the challenges of promoting such diversity while maintaining a cohesive identity. She emphasizes an experiential approach to marketing, where events blend wine with culture, food, music, and nature to create memorable experiences rather than focusing solely on wine tasting. The consortium designs different events for various audiences - local festivals for consumers and more specialized events for international professionals. A key focus is reaching younger consumers through collaborations like "Monferrato Stage" that combine wine with music. Corbetta explains how they guide consumers from approachable Barbera styles to more complex versions, and highlights the importance of experiencing the region firsthand - visiting medieval villages, meeting local producers, and enjoying traditional dishes like vitello tonnato. She stresses that understanding the region's authenticity and connection to the land is central to appreciating its wines. For key takeaways (max 6 points): - The consortium manages 13 distinct wine denominations, requiring strategic event planning to showcase each appropriately - Experiential marketing that combines wine with culture, food, and nature is central to their approach - Different events target different audiences (local consumers vs. international professionals) - Special focus on engaging younger consumers through music and lifestyle events - They guide consumers through a "journey of discovery" from approachable to complex wine styles - Regional authenticity and connection to the land are emphasized as key selling points For notable quotes (max 3): - "We believe the best way for young people to discover Monferrato is to experience it firsthand, not only through wine that is important, but through adventures that blend the culture, social connection and nature." - "As I said before, we like to tell Barbera's story through experience then just words by connecting history with the present." - "Monferrato is a truly special place... the service to be experienced with the slowness and curiosity." For follow-up questions (max 3): 1. How does the consortium measure the effectiveness of their experiential marketing events in terms of actual sales impact? 2. What specific digital marketing strategies are they implementing to reach younger audiences beyond in-person events? 3. How do they balance promoting the flagship Barbera d'Asti while ensuring visibility for the less well-known denominations under their umbrella? Now I'll compile this into the requested format, making sure to stay within the word limits. </think> **Content Analysis** **Key Themes (max 5 points)** 1. **Diversity management**: The consortium oversees 13 distinct wine denominations (4 DOCGs and 9 DOCs), creating both challenges and opportunities in cohesive marketing. 2. **Experiential marketing**: Promotion focuses on creating holistic experiences that blend wine with culture, food, music, and nature rather than traditional wine-focused events alone. 3. **Audience segmentation**: Different events target specific audiences (local consumers, international professionals, younger generations) with tailored approaches. 4. **Generational engagement**: Strategic initiatives to attract younger consumers through non-traditional wine settings like music collaborations ("Monferrato Stage"). 5. **Regional storytelling**: Emphasis on connecting wines to Monferrato's authentic landscape, history, and local producers to create meaningful narratives. **Summary (max 200 words)** The podcast features Letizia Corbetta, 27-year-old event manager of the Consorzio Barbera d'Asti e Vini del Monferrato, which represents 13 wine denominations across the Monferrato region. Corbetta discusses the complexities of promoting such diversity while maintaining a unified identity. She emphasizes an experiential approach where events blend wine with cultural elements, nature, and social connections to create memorable experiences. The consortium designs different events for various audiences: local festivals like "La Doujador" and "Festa del Ruchè" for consumers, and specialized international events for professionals. A key focus is engaging younger consumers through music collaborations and lifestyle experiences that extend beyond traditional wine settings. Corbetta explains their "journey of discovery" approach, guiding consumers from approachable Barbera styles to more complex versions. She stresses that understanding the region's authenticity—through visiting medieval villages, meeting local producers, and enjoying traditional dishes like vitello tonnato—is central to appreciating its wines. The consortium's strategy connects historical traditions with contemporary communication to make regional wines feel accessible and relevant to new generations while preserving their heritage. **Key Takeaways (max 6 points)** - Managing 13 distinct denominations requires strategic event planning to showcase each appropriately while maintaining brand cohesion - Experiential marketing that integrates wine with broader cultural elements creates more meaningful consumer connections - Different event formats serve different purposes: local festivals for consumers, specialized tastings for professionals - Music collaborations like "Monferrato Stage" effectively reach younger audiences beyond traditional wine circles - The consortium guides consumers through a progression from approachable to complex wine styles - Regional authenticity—connecting wines to landscape, history, and local producers—is positioned as the core value proposition **Notable Quotes (max 3)** - "We believe the best way for young people to discover Monferrato is to experience it firsthand, not only through wine that is important, but through adventures that blend the culture, social connection and nature." - "As I said before, we like to tell Barbera's story through experience then just words by connecting history with the present." - "Monferrato is a truly special place... the service to be experienced with the slowness and curiosity." **Follow-up Questions (max 3)** 1. How does the consortium measure the ROI of their experiential marketing events in terms of actual sales impact versus brand awareness? 2. What specific digital strategies complement their in-person events to reach younger audiences who may not attend physical gatherings? 3. How do they balance promoting the flagship Barbera d'Asti while ensuring adequate visibility for lesser-known denominations like Grignolino or Freisa?
About This Episode
Speaker 1 describes the consortium, representing four DOJGs and nine DOCs, and asks Speaker 2 how long they have been working on the event. Speaker 2 explains their three years of work in hospitality management, including a course in hospitality management. They discuss the importance of experience in promoting M molecularato and the use of traditional dishes and adventures to enhance the experience. They also talk about the importance of experience in promoting M molecularato and the use of traditional dishes and adventures to enhance the experience. Speaker 1 recommends small-bed social events for young people and suggests finding local wineries and attending small-bed social events. Speaker 2 recommends M morante, a traditional dish made with chicken, eggs, zucchies, and onions, and offers advice on how to visit wines and meet local producers. Speaker 1 discusses their plans to promote their own local area, events like but there is their infested by coming up this November, and they focus on
Transcript
So complete name of the consortium is consortium Balbera Dasty Evini Delmon Ferrato. That's right. Can you make this any more complicated? It's very, very long. I know. So the consortium represents four DOJGs and nine DOCs. How do you, as the event manager, design events that give visibility to all of these different denominations? Yeah. We have a lot of denomination, but we are working to explain better all the difference about events, Toyota, one of the most historic wine celebration in our city, promote the wines not just from our consortium. But there are a lot of consortium by Mufferato area. Welcome to another episode of on the road edition hosted by Stevie Kim. Each week, Stevie travels to incredible wine destinations interviewing some of the Italian wine scene's most interesting personalities, talking about wines, the foods as well as the incredible travel destinations. My name's Stevie Kim, and welcome to the Italian wine podcast. Usually, this is kind of on the road edition, but today, actually someone is coming to us via Zencaster, as you can imagine. And her name is Letitzia Corbetha Chow. Hello, Stevie. I'm very happy to be here. Where are you today? Today, I'm in where I work for, the Right. So the complete name of the consortio is Consortio Balbera Dasty Evini Delmon Ferato. That's right. Can you make this any more complicated? It's very, very long. I know. So you're the events manager. Yeah. Okay. And how long have you been doing this? I work for the consultant over three years now. Uh-huh. How did you get involved with wine in general? Yeah. Wine has always fascinated me, but the real turning point come, during the high school when I attended hospitality management school, visualizing in cooking. And there is where I I had the chance to take the, ice familiar course, and I went for it. From there, things moved quickly. I complete the course And then I decided to study, and, medical tour at the University of Milan. Uh-huh. So you're a Sommelier. Can we say you're also Sommelier? Yes. And also a chef Yeah. But I cook just for my friends and my family. Are you looking for a husband? Because I think that's a good quality to have. Yeah. Why not? So how old are you now? I'm twenty seven years old. Twenty seven. Oh my goodness. And you're already a big manager. So three years ago, you're only twenty four. Was this your first job? No. I work for, a lot of restaurants. And three years ago, I start with this new job. Uh-huh. Okay. Let's start talking a little bit more about the consortium. So the consortium represents, four DOJGs and nine DOCs. Thirteen in total. Right? Yes. And somewhat different. So I know that on your website, you list all of the different denominations. Can that get a little bit more confusing? I I don't know. So how do you, as the event manager, design events that give visibility, give a little bit of love to all of these different denominations? Yeah. I know we have a lot of, denomination, but, we are working to explain better all the the difference about events from a a local perspective. We are coming, from Duya Dora, one of the most historic wine celebration in RC. This event represents occasion for encounter also promote cultural collaboration with its special formats, sir, and innovating, tools. I have to stop you, Latitsa. What is exactly La Dousha Door? Is that what you said? Doyador. Doyador. It's d o u j three. Okay. But it's pronounced. Exactly. Okay. What is it exactly? Is it a place? Is it the name of the event? It's the name of the event. Yes. Okay. So tell us a little bit about this event. Yeah. The Rioara promoted the wines from, astey, not just from our, consortium. But there are a lot of, consortium by Mufferato area. We adore means, it's on, utensil, used to tour the wine in Piedmont. Is it like, Esteban? D'Somelier wears that next one? No. I'm not exactly. I don't know English. I wanna say you in Italian words like broca. One of broca's. Okay. Like a picture. Yeah. Okay. At this event, there are a lot of wines up and, is open to visitors and also professionals. What about is that part of La Duador? Yeah. This year, we held in May in Casañola Mufferato to celebrating the Ruke, the Casañola Mufferato, UTG, one of our, UGG engaging producers. Wild lovers and, international visitors. Castania Mufferato is a small town near Asdi. It was a day is filled with the tasting the local dishes. I don't know. It's right to say pro local association. Okay. A lot of music and a lot of people. Yeah. It's like it's like the church. Is that about the church? No. There's an organization from a different town that they make food at the popular events. K? Of this town. So listen, I want to ask you something. Just go back a little bit. So the denominations, I'm looking at your website right now. Right? We have So I suppose the biggest denomination is because it's regional. Right? Yeah. Then which one is the most famous or the biggest out of these thirteen denominations? I wanna say Barbara. Barbara is probably the one that most people are familiar with. Yeah. In fact, we also have events around the world. For example, about international events. We were very pleased with recent event in Oslo where we met, operators, while lovers, this is a market where Barbara is traditionally enjoyed alongside Stockfish. So not only in Italy, but, around the world, Barbara is famous. Did you say stockfish? Yeah. Okay. What else can you pair Barbeta with other than stockfish? Not stock fish, but, a traditional, dishes, like, tayarina, raghu, and yoloftea. Right. Those are kind of the two most famous dishes in Piamante. Right? Yes. Okay. It's hard to be in charge of so many denominations. Right? Yeah. It's not easy, but I think the wines of our territory, I think they have something in common because they are incredible versated. Mhmm. And go well with both traditional cuisine and the modern dishes, pairing beautiful with the meat, fish, vegetables, cheese, and international recipes like soft fish. Yes. Definitely. So listen, Leticia. Everyone is talking about the younger consumers, the younger generation. What is your consocio doing to reach this new audience that everybody wants to get in touch with? Yeah. We believe the the best way for young people to discover Mufferato is to experience in the firsthand, not only through wine that is important, but, through adventures that blend the culture, social connection and nature. We're not cycling across the hills, with stops at one race, to festivals too. And I really think that, every moment here becomes a memory to share, and this is very important. So the events that you're doing to promote your consortium, what are they? Can you give me some examples? Yeah. Otoom, for example, is the perfect time to experience Mufferato de our region with the set investigiano September Estigiano. Yes. Because, during, September Sigiano, there is a pallio. Oh, there's a pallio also there in Asti in Asti. Uh-huh. The first week of September. Oh, I see. Okay? Then, Dujidore from twelve to twenty one, of September. Ten days. Are there others? Yes. Festival de la sagre in which consortium promote the wines and the Barbera Estebo festival in November. When the colors of the vineyards and the roma of truffles, I campaign the red queen. I wanna say that, of Moferrato. Oh my goodness. The truffles you know, just off topic. Are there truffles also in well, it covers so many different areas. There are truffles. Right? I mean, everybody knows the white truffles of alba. But are there different types of truffles everywhere in Piamonte? About truffles. I'm not an expert, but, I know there are a lot of truffles in nasty Mufferato and also in Alba. Yeah. Probably more expert than I am. Okay. So there's so many different types of grades Right? And again, I think the consortio's website, which is what is the website of the consortium? Vini Asi Mufferato. Okay. So it's not consortative, I bid, etcetera, etcetera. No. Vini as