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Apr 15: Two of the Indian popular wines Fratelli and Sula are participating at Vinitaly-the international wine fair wine fair which is world’s largest annual wine show and opened yesterday for 4 days ending on April 9.According to confirmed report Fratelli is showcasing 4 of its labels through its newly created label Indivine for the Italian market to avoid confusion.
 Wines and spirits from France and Australia, South Africa and New Zealand, as well as the Ukraine, Slovenia, Russia, Azerbaijan, Argentina, Chile, Spain, Kosovo and Colombia are showcased at the new event named Vininternational – International Wine Production.
Vininternational is designed to ensure impact and prominence to foreign exhibitors attending the show in Verona, a press release from the organisers said. The show represents the rest of the wine-making world from the old and the new "worlds", with attendance by many countries taking part in an international event for the
first time.
Confirming the report, Kapil Sekhri, the Delhi-based Indian partner of the Indo-Italian JV Fratelli, said they are participating through their importer ‘World of Flavours’ who also now imports Sula wine, is taking part in the show and could be carrying Sula but most of the visitors being Italians would find an Indo Italian wine very interesting.
Alessio Secci, the Italian partner of Fratelli who is based in Italy and manages the export of wines to Italy says that the Cabernet Sauvignon, Shiraz Rose and the Classic Chenin Blanc and Cabernet Sauvignon are being showcased and are available for tasting. He also explained the logic of choosing the label Indivine by Fratelli. The name Fratelli (brothers) is very commonly used very commonly in thousands of businesses and won't make any sense in Italy.
Wines may be tasted at the newly created International Hall called Vininternational Hall (padaglione I) close to one of the main entries towards the extreme corner of the show-between the Toscana and Puglia pavilions.
The reporter seems to have erred when he says that ‘Fratelli wines produced at Solapur in Maharashtra, and Sula wines from India are being showcased for the first time at the at Vinitaly 2014, the world's largest wine fair, being held here on April 6-9.’ Vinsura, a winery in Vinchur Park which is unfortunately lying closed now reportedly due to some differences between the partners, participated on its own about 5-6 years ago when it was the lone ranger.
Sula could not be contacted at the time of publishing the article but visitors and several readers of delWine, who are keen to taste premium Indian wines are welcome to visit the stand.
‘This participation being thanks to the passionate encounter between Indian producers and a Tuscan wine-maker. Indian Consul General Manish Prabhat encouraged the Indian participation and attended the opening on Sunday’ is resoundingly endorsed by Alessio. He says both the Consul General and the Embassy have gone out of the way to help them enter the market and is very impressed by the passion and helping attitude. Alessio further adds that Fratelli is getting ready to enter the Milan Exp-to debut in 2015.
Tackling Italian market Fratelli style
Alessio is really excited about the Italia market and the acceptance of Fratelli wines so far. Sharing his strategy he tells me, ‘our real importer is Paolo Perillo, distributing our wines all over Italy particularly in Milan, Turin and Bolzano and all Sud Tirol with the expansion in Slovenia. Our Wines are also present in Florence and Rome. Paolo has created a new Company ‘Twiner’ through which he is distributing our wines and he is the one who is personally present at Vinitaly. He is fully engaged with Fratelli and I am involved directly in helping him with wine tastings and events in Italy. Paolo has decided to import Sula because he is using this brand to enter into Indian restaurants where most owners being in Italy for many years, know only Sula.’
Alessio adds,’ our common target is to be present at Milan 2015 World Expo and Paolo has made a business plan accoridngly. He visited Fratelli last year and liked our project so much that he has changed his business to start one in our wines now. Fratelli portfolio in Italy is formed by Fratelli Sette, Sangiovese Bianco as Fratelli and Cabernet Sauvignon Classic Shiraz, Classic Chenin. Vero white and Vero red as Indivine by Fratelli. Paolo is working very close with the Indian consulate and he is very much supported by the Indian community of Milan. At Vinitaly, according to Paolo he is pouring only Fratelli with the addition of Shiraz Rosé.’
Subhash Arora
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