Wine

1 DESIGNATION OF ORIGIN: VALUES AND CHALLENGES

1.1. The link between DOs and the territory and typicity

The renown and valorisation of wines has ancient origins, as the Romans distinguished wines by the “pago” of origin: Falerno, Cecubo, Rheticum, Pucinum are some examples.

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This link with the territory was firstly codified in France with the “Capus” law of 30th July 1935 and taken up again in 1957 in the Treaty of Rome (the origin of the current European Union), which introduced “Designation of Origin Wines” and laid the foundations for their European regulation.

The European Community directives were adopted in Italy in 1963, with Presidential Decree no. 930 of 12th July.

The protection of typicity, the mainstay of European policy, quite rightly asks that it be documented and perceptible to the consumer. This typicity is the basis of capital gains that are consolidated in the intellectual property identifiable in the collective brand and goodwill .  (1)

Starting from this data, wines find a codification of “local, loyal and constant” in the DOs De Vulpe et Uva Viticoltura Asia, the basis and protection of their value in a market that is more and more competitive and structured. The DOs coexist with company brands to create brand synergy.

A company brand without a territory is lame, a territory without a brand is blind”. Lamberto Frescobaldi. (2)

In the universe of the Designations of Origin (DO), some lead an “unworldly” existence both for the abandonment of viticulture and because they are not claimed by producers; there are numerous examples, Aprilia, Botticino, Bianco Capena DOs…. and sometimes DOs appear and disappear without a trace, as in the Karst phenomenon.

Others are only known in their region of origin. (3)

The DOs that have established themselves over time, with a strong and constant presence on the market, have broadened their commercial space; this process is still in progress for the wine types suitable for new life styles: Prosecco is an example.

The production regulations are unalterable, but subject to updates in order to adapt the rules to the market dynamics.

 

 

(1)Literally an act of good will. It means the positive image of a company built over a long period of correct management and supplying high-quality products or services.

(2)Speaking at the Round Table Expo 2015. Corriere Vinicolo no. 24, 27th July 2015.

(3) “The proliferation of DOs has not brought, as was to be expected, an increase in claimed and certified production because there are many, too many, that have not been claimed or certified only for modest quantities.” Paolo Castelletti, Secretary of UIV. Corriere Vinicolo No. 26, 7th September 2015

 

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GIANFRANCO TEMPESTA
MONICA FIORILO

Lettura critica:
PAOLO ANTONIAZZI

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