During the Tuscan Anteprime, the Vino Nobile di Montepulciano Consortium announced the latest figures and innovations of the DOCG. As of 31 April 2021, 45 percent more tax stampswere issued than in the same period last year. The sensational growth is not due to a slump in 2020.
"We can be even more excited about these figures in that we had already generated growth in the first quarter of 2020 and despite the onset of the pandemic. With the reopening of the markets and the revival of tourism, we expect to be able to continue the positive trend," commented Andrea Rossi, the president of the Consortium.
The issuance of the tax stamps will have increased greatly mainly because producers are preparing for the return of tourists and due to increased openings of restaurants worldwide. The issue of the tax stamps does not automatically mean that the wines are already sold, rather that they are ready for sale. However, they are usually only requested when orders are received.
The lousy year
The positive figures should not hide the fact that 2020 was difficult for producers in Montepulciano. The Consortium conducted a representative survey among its members about sales. According to the results, wineries lost an average of 31.5 percent of their revenues in 2020. The highest losses were registered by the wineries on the internal market (-31.1 percent), exports slowed down by 16.35 percent, and revenues via wine tourism dropped by 51.4 percent due to the lockdown.
The survey also looked at investments focused on digital upgrades in 2020. Seventy percent of establishments expanded their social media presence, 65 percent strengthened online marketing, and 65 percent held online tastings. Additionally, 65 percent invested in technology and sustainability of production, and 35 percent in product innovations.
The new "Pieve" typology
The Consortium also used the forced break to work out the idea of a new typology of Nobile di Montalcino and to adopt it unanimously. Twelve "Pievi" (singular: Pieve) were defined, historical single vineyards, which in official Italian are called UGA "Unità Geografiche Aggiuntive" (additional geographical units).
The label will read "Pieve + Name of Pieve, Vino Nobile di Montepulciano DOCG, Toscana". It will top the Nobile pyramid, followed by the Riserva and the normal Nobile.
Almost more important than the single vineyards, which were identified from the 1990s onwards on the basis of geological and historical significance, is the "Tuscanisation" of the Nobile: instead of 70 percent minimum Sangiovese content as in the other two typologies, it must be 85 percent here. In addition, only autochthonous Tuscan varieties such as Mammolo, Ciliegiolo, Canaiolo, Colorino are allowed in the blend; for the others, international varieties are also permitted.
"With the Pievi, we have even limited the proportion of Colorino to a maximum of five percent because it is difficult to distinguish it analytically from Merlot. We have also introduced a special internal panel for organoleptic testing of the Pievi, which checks the wines before they are presented to the official certification commission," Andrea Rossi, the president of the Consortium, informed Meininger's when asked.
The Pieve Nobile may be produced retroactively with the 2020 vintage and it must consist of estate-grown grapes. The market debut is scheduled for 2024. vc
