Andrea Bottarel is the New Consorzio Tutela Laguna DOC Director
The Consorzio Tutela Lugana DOC welcomes its new Director Andrea Bottarel. A targeted and strategic choice by the Board, which shows - in a period of expansion and growth for the Garda denomination - its will to evolve, by putting a young, competent, creative and enthusiastic wine manager at the top, who has a lengthy background in the field of technical studies and important professional experiences, which have occupied the last ten years of his career.
Andrea Bottarel is 37 years old, he has a degree in East Asian Languages and Cultures and one in Viticulture and Oenology. Great personal passions that immediately brought the new Venetian graduate to collaborations with important foreign wineries - in Germany, New Zealand and Canada - and that made him return to Italy in 2013 to start as Export Manager, exploiting his extensive knowledge of foreign languages and specializing in the Asia Pacific and DACH countries.
His competence and aptitude in the field of marketing and communication were decisive in the choice of the new Director, as well as his intent to lead the Consortium in this direction and to give the DOC a fresher and more competitive approach, which responds consistently with the young, dynamic and demanding consumer demand of today.
This is not a change from the work done so far, which has led the DOC to significant levels of growth today thanks to the intense work of international promotion, content creation and communication carried out: Bottarel intends to bolster its results, a desire that translates into an adaptation to international demand, winking at those mature markets such as the United States, but which are still "young" for the Lugana DOC, where these wines are marginal or limited. Not only that, the new Director is also betting on emerging markets for the denomination, which have excellent prospects for product inclusion such as Japan, ready and willing to welcome the white wines of the Belpaese, or, yet again, on the "pilot markets" such as the Baltic countries.
"I am extremely pleased to undertake this new adventure on the board of the Consorzio Tutela Lugana DOC and enthusiastic about facing new and stimulating challenges," announces Andrea Bottarel, and continues, "I am grateful to the members of the Board for the trust they have placed in me and for their willingness to go in a new direction. Without a doubt I start from a privileged position both in terms of product positioning and brand recognition worldwide. The work done so far has led the DOC to very high recognizability levels as a small Denomination, albeit of great quality. My main objectives will be to further enhance the results obtained by strategically focusing on marketing and communication and to guide producers in a direction that helps them to properly face today's markets. For example, the fact that we still have great growth potential in markets that are important for the sector like the United States, plays in our favour and gives us the opportunity to present ourselves almost in the front line with a fresher, more modern and fitting appearance compared to the international demand".
Certainly, to be able to reconcile business development in international markets, brand promotion and protection, working for the good and the advantages of individual consortium members, according to the new director, it will be necessary to work together to achieve a common goal - the enhancement and recognition of the brand in the world - while keeping alive dialogue between the different players of the Denomination and the production chain divisions.