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Virtual, Yet Satisfying: High-Tech Wine Tasting in Italy
By Clay Hamilton
You’re about to buy wine to serve weekend guests. It has
to be perfect. You stare at the bottles, hoping the labels will
provide some guidance.
Now imagine the vintner, the person who actually made the wine, stepping out from behind a stack of Chardonnay and saying, "Hey, ask me anything you want. I’ll even give you a sample."
Representatives of Rome’s top hotels and restaurants had just this kind of opportunity last fall when FAS at the U.S. Embassy in Rome sponsored its first virtual wine tasting.
E&J Gallo supplied the five cases of wine in advance, so
customers could sample the wines being discussed. 
Then, through digital video conferencing, these potential customers in Rome talked directly with Joe Gallo, Jr., of E&J Gallo wines, live from California. At his side, the company’s chief vintner, who created the award-winning E&J wines which captured the Grand Premium at VinItaly in 1998.
The Italians got to hear first-hand how the wines were developed. And the vintner stole the show with his amusing anecdotes.
The Video Approach Means Sales
Before the event was over, Gallo Italy had sold more than 30 cases of wine. Of the 18 hotels and restaurants participating, six purchased wine on the spot. Another six finalized their orders in the following month.
The success has other U.S. wineries interested. Already, several plan to participate in the next virtual tasting scheduled for winter in Milan.
Digital Video Conference Tips
Keep focused: you’ve only got an hour. Use identical equipment at each site–U.S. host and foreign post. Have U.S. presenter hold product up while talking about it. Prevent crowding: have only a few presenters. Technicians need an alternate telephone for technical coordination. Presenters should stand against a neutral (blue or grey) background.
How Much Did It Cost?
The embassy’s total bill came to $530–a real bargain when you consider that 30 people were invited. Airfare for one person between Rome and California can be more than twice that amount.
The biggest expense: $300 for simultaneous translation so the buyers and customers could communicate. The connection itself cost only $50.
Could this technique be used to sell other U.S. agricultural goods? FAS representatives in Rome are already exploring the use of digital conferencing to connect U.S. consolidators with grocery distributors in Italy and Greece.
Consolidators represent many U.S. food companies and offer importers the opportunity to place smaller orders–a real benefit in countries where small and medium-sized businesses predominate. __________________________________
The author is an agricultural attaché with FAS’ Agricultural Trade Office at the American Embassy in Rome, Italy. Tel.: (011-390-6) 4674-2362 Fax: (011-390-6)478-87008. Telemail: agrome@fas.usda.gov
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