Filippo Bartolotta delves into how the “structured”, “full-bodied” and “powerful” wines of Amarone della Valpolicella DOCG are shifting towards a smoother style. We all hold certain expectations for an Amarone di Valpolicella: a structured, full-bodied wine with a powerful sip, typically sweet, alcoholic, and dense. These defining characteristics have made Amarone recognizable and successful worldwide since the Nineties, propelled by talented winemakers with commercial acumen and appassimento expertise. However, the market landscape has shifted. Consumer preferences in this new millennium are evolving, leaning towards a more “easy-going” approach compared to three decades ago. Winemakers in Valpolicella, who themselves are consumers, recognize this shift and are reevaluating methods, timing, and processes in vineyards and wineries to reclaim the market appeal of their most important red wine. According to Andrea Lonardi MW, an expert in the Amarone territory, the path to regaining consumer interest involves a shift from quantity to quality production, transitioning from controlling leadership to prestige, embracing new markets and communication strategies, and adapting winery practices to address the challenge of global warming. Moreover, there’s an opportunity for Amarone to become a sought-after collectible wine. J.C. Viens, a seasoned wine educator and market expert, highlights the potential convergence of Amarone’s intrinsic value and the growing interest in Italian wines beyond traditional regions like Piedmont and Tuscany. Veneto, with its rising prominence, presents a unique chance for Amarone producers to position their wines as collectibles. Interestingly, amid this evolution, some Valpolicella producers have pursued alternative approaches, emphasising specific terroirs, grape
This Article was originally published on The Drink Business - Fine Wine
