Events

9.99 — Innovation from Piedmont
October 2005

In Clan Cafe, a trendy Milan establishment, a new wine under an unconventional name 9.99 was launched recently.

Family winery Sant’Agata in Castagnole Monferrato introduced in one concept a rare Piedmont grape, an innovative approach to winemaking and avant-garde packaging.

9.99 is a Ruche variety (stress on the second syllable) that was discovered in Piedmont in 1970s nad got DOC Ruche di Castagnole Monferrato in late 80s. Its aromatic and flavour profile differs dramatically from classic Piedmont varieties. Ruche is, perhaps, Italian re-incarnation of the French Gamay, and in a rather attractive form. The wine seems to be deceptively light and carefree, teasingly attracts with perfumes of violets and bananas, has a positive effect on the morale and tickles with spicy finish. I won’t be surprised if after the launch in Clan Cafe clubbers of Milan will choose the wine as their new fashionable drink.

Disclosing the secret of the name, 9.99 is the price which consumers will find in the shops. In Europe the denomination is in euros, in the USA — in dollars. (I wonder what it will be like in Russia, if the wine gets here?) Sant’Agata winery is the main producer of Ruche in Piedmont, so it is sure that the pricing will reach end consumers unchanged. As Sant’Agata’s representatives say, there is an adequate margin for traders in the final price.

Another clever move is a back label with nutritional table of the wine. Nobody in Europe has done it before. It makes curious reading. The table states not only energetic value, but, among other things, content of vitamins and antioxidants. Not a bad shot towards those who preach healthy lifestyle.

By the way, glass Vino-Lok stoppers are used, which are the latest word in new type of wine closures. As they say in Sant’Agata, the choice for glass stoppers was made by need to preserve aromas, not by marketing speculations.

Finally, Roberto Rolfo, a native of Piedmont and a famous pilot for motorcycle races is involved in the promotion. In the light of coming winter Olympic Games in Turin, main city of Piedmont, the action fits nicely in the general promotion of the region ’Il Piedmonte corre’ (’Racing Piedmont’). Actually, Rolfo’s energy, youth and talent are exactly the qualities associated with dynamic generation of the 21st century.

The last comment. You must be thinking by now that this brilliant strategy was worked out by some Australian or American wine corporation. This is not the case. Sant’Agata has only 12 hectares of vineyards, produces 170,000 bottles and has been kept as a family enterprise for nearly 90 years. Which means that innovations are not the limited only to winemaking giants of the New World. Bold and creative steps are beneficial for everyone, and — most importantly — for us, the wine consumers.