Germany, Austria, Switzerland: wine import strategies

We have in fact collected the testimonies of Nikita Ehrbar of Spirit of Wine (Switzerland) and Carolina Sitarek of Stoppervini (based in Germany).

Tell us about your experience importing into the European wine market.

Our import agency was founded some time ago. We're located on the border with Italy, so we always have to compete and strive to be better and more original: we need to offer more services, a rich selection of wines, and excellent value, especially for our catering.

An important aspect for you is also establishing and building relationships with the companies you represent in order to best represent them. So, what do you look for when selecting companies, and how do you select them?

In addition to the wine, which must speak for itself, and a good quality-price ratio, we look for the producer's reliability. Since we're located in a small town on the border with Italy, we need to be sure that the producers will protect us, support us, and show us who we are.

Switzerland is often considered a rich but small market by Italian producers: is there still room for Italian companies to enter a market like the Swiss one?

Yes, above all, there's a need for training. We'd like companies to educate and inform customers with engaging storytelling and crucial product information.

Do you think there's room for lesser-known names, or are only the big, well-known local brands—for example, those from Tuscany or Piedmont—successful in Switzerland?

We're seeing a strong curiosity among Swiss consumers, and this means there's room for other, lesser-known wines from lesser-known regions. But it's crucial that these are authentic corporate brands that can sustain their growth in our market.

You're also working to attract a younger audience. What should wine do to communicate in a simpler and more direct way so as not to alienate younger generations too much?

It's well known that new wine drinkers tend to start with wines with higher sugar content. Whether red, white, or sparkling, they're more immediately appealing. The market must respond to this need if it wants to engage new, younger consumers.

Can you describe what Stoppervini is today in Germany?

Stoppervini is a historic agency founded in Lugano 100 years ago, and we manage the German countries for Italian wineries: Germany, Austria, and Switzerland, in particular. We are a wine agency and are looking for distributors in these countries for our wineries.”

These three markets are certainly important for Italian wine. In light of your experience, how healthy are these markets currently?

We're experiencing a certain stagnation: these are very important markets for Italian wines, especially Germany, which, however, is practically stagnant. What we're trying to do is a replacement job that requires us, as an agency, to be better than the others: because if I sell, you don't.

When you talk about skill, what do you mean? Are you talking about product quality, price, communication, or image?

We see that the market is looking for products with a distinctive identity, indigenous wines with excellent value. Producers must be honest. Therefore, if producers are to be good, we must be equally farsighted in choosing the right ones.

Is it still important for an Italian company to support and assist the importer?

It's very important. Producers must be very active and sensitive to what's happening in the market. They must always accompany their importing partner on the market, otherwise they risk losing them. It's a very complex and active job, but we really enjoy it."

These testimonials highlight the importance of a thoughtful marketing strategy, adaptability, and innovation in communicating with new audiences, while always maintaining high standards of quality and professionalism in relationships with producers.