Produzione e commercio della Grappa: il caso aziendale Distillerie Poli a Bassano del Grappa

"Grappa production and sales: the Poli Distilleries case study in Bassano del Grappa"

The volume of Grappa reaching consumers every year is estimated at about forty million bottles. Of these, 10-15% goes to foreign consumers, especially Germans. The Grappa of the Seventies was Nordic, Alpine, rural and manly, and could rival foreign distillates. Trying out new methods of marketing, already widely used in foreign countries, producers then attempted to introduce a radical change in taste, going from an unruly, wild spirit to a neutral distillate. It didn't go well: trying to please everyone did not win new customers and ended up by losing the old ones. Consumers were reduced to almost a half and the production world questioned itself, coming eventually to plan a renaissance of Grappa. Today Grappa is a unique product, not interchangeable, with a precise, genuine personality of its own and a rightly strong, unmistakable flavour, that can find a role in the modern culture thanks to its evolved quality, linked to monovarietal grapes and a reasonable aging.

Producers have increasingly devoted their attention to the qualitative aspect of packaging. A new Grappa packaging can turn it into a qualifying and qualified gift idea and increase its sales by "in" shops.