Grappa producers launch Distillato d'Italia brand strategy

Italian grappa producers have launched a new strategic initiative to promote the brand ‘Distillato d'Italia’ and enhance the product's market value. During the ‘Stati Generali della Grappa’ held at the Roma Bar Show, approximately 20 major producers met to establish a common strategy aimed at revitalizing consumption and increasing the visibility of distilleries.

The Consorzio Nazionale Grappa, which recently received official recognition from the Ministry of Agriculture as the first protection body for an Italian spirit with Geographical Indication, identified four primary objectives: boosting consumption, increasing distillery visibility, strengthening the Consortium's reputation, and reaching broader audiences through modern consumption occasions like mixology.

Representatives from the Istituto Tutela Grappa del Trentino emphasized that the sector must shift its communication focus from purely traditional elements—such as regulations and production methods—to the values sought by modern consumers, including complexity, authenticity, and unique experiences. The goal is to position grappa as a contemporary spirit capable of competing alongside major international distillates by better communicating its connection to Italian territory and quality.