Marketing the territorial products: The Soave Wines Denomination of Origin as an italian case study

The contribution of marketing to enhance typical local products has become essential for wineries and the territorial systems that want to promote their original products. Taking into account the perspective of the “experience economics” proposed by Pine e Gilmore (2000), the paper discuss the role of the Soave Wine Consortium marketing actions in improving the economic values of the local wines. The case study has been carried out via market research interviews with wine and grape producers, the managers of the wine cooperatives, the directors of local bodies and tourist associations who work in the D.O. region of Soave.The results highlight that the Soave Wine Consortium is consider to be a body that works efficiently, promoting the local products and informing the producers of wine legislation. The change in wine Common Market Organisation has made the Consortium anticipate the revolution, helping producers to create a local identity, opening new markets and re-enforce the links between business strategies and territorial marketing communications.