In the world of wine, communication is undergoing a radical transformation. On the one hand, the weight of tradition and the image of a sector often perceived as elitist; on the other, the need to speak to an increasingly wide and diverse audience, taking advantage of new digital tools. Discussing these issues from the studios of Casa Sanremo are Benedetta Piccini, marketing manager of Piccini 1882, and Riccardo Pirrone, social media strategist known for his bold and provocative communication campaigns, particularly for Taffo Funeral Services.
B: One of the most complex challenges in corporate communication concerns the generational transition. Each generation brings with it a different vision, and the changeover is never an immediate process. It takes research, dialogue, and an ability to mediate. Maintaining one’s identity is crucial, but at the same time it is necessary to adapt to the times and avoid getting stuck in outdated patterns.
A: Where there is conflict, there is always evolution. Change is inevitable, but it requires courage and open-mindedness. Many companies, while recognizing the need, struggle to take this step because it means stepping out of their comfort zone and challenging themselves. Often, the public only sees the end result, the tip of the iceberg, without realizing the strategy and work behind it. Even those of us in the industry, while familiar with the mechanics of marketing, are not immune to its influence. It is proof that good storytelling and effective communication can really shape perceptions.
B: Exactly. Our goal as a company is to build a strong identity in the mind of the consumer, making them understand that a good wine should not be exclusive or elitist, but accessible and authentic. In the end, what you drink is not just wine: it is a territory, a history, a set of values that evoke emotions and memories. In the end, what you drink is not just wine: it is a story, an emotion, a set of values such as conviviality, passion, family, and the table.
A: All this, however, without ignoring the resistance and taboos that inevitably arise. And I say this knowledgeably, because taboos are my bread and butter. They are limitations, of course, but also opportunities for growth. The point is to know how to deal with them intelligently, finding a language that allows the content to be discussed and shared. One should not fear confrontation, not even critical confrontation. On the contrary, negative comments often trigger deeper conversations and stimulate engagement. The real mistake would be to try to please everyone: effective communication divides, gets people talking, and generates opinions.
B: The world of wine, in this sense, is a complex terrain. Tradition continues to dominate, especially in some product categories, and often the choice of a bottle is tied more to the ostentation of status than to the experience itself. We want to break this pattern, proposing a more inclusive and modern approach. The channels of communication have also changed: once the press and TV were the only authoritative voices, but today we can leverage tools such as social media and podcasts to reach a wider audience.
A: And this is precisely where the role of brands comes in. They must be able to stimulate demand without creating barriers, because too often the language of wine appears distant and not very inclusive. If a consumer feels excluded because he does not understand the technical jargon or because he perceives the product as elitist, it is the communication that has failed. The future comes from here: from the ability to simplify without trivializing, to innovate without distorting. And it will be the new social media that will once again rewrite the rules of the game, offering increasingly direct and effective ways to tell the story of a product that, in the end, is much more than just a glass of wine.