The 2023 data give us a clear vision of this spirit. Consumption abroad is increasing, with the German market at the forefront. However, in Italy, what is happening? 30% of consumers between 18 and 65 appreciate Grappa and consume it mainly outside the home, in restaurants and bars. It is a spirit that is enjoyed in company, according to 88% of those interviewed, and that is increasingly attracting interest in cocktails (35%). These data, released by Nomisma for the Assodistil association, give us hope and suggest that our Grappa could find a prominent place in the panorama of international spirits in the not too distant future.
But are there any real problems in the sector? Or will we see Grappa compared to international spirits such as Rum and Tequila in a few years?
Probably not, unfortunately. The reasons are many and of different nature. However, today we want to focus on an aspect that could favor the positioning of this distillate, at least initially, in Italy.
At the beginning of the article we mentioned a segment of the market that is increasingly interested in enjoying Grappa in cocktails. This is a great sign! Mixing this spirit in cocktails helps to increase its value and make it more appreciated and memorable by customers. Drinking a Grappa-based cocktail becomes a positive experience, which inextricably links the distillate to the pleasant moment experienced by the customer.
A simpler example: if we cook and eat a delicious plate of spaghetti carbonara, we will more easily remember the brand of pasta and the type of guanciale used. The same goes for a drink!
Reading an experimental thesis carried out at the University of Padua on the subject, interesting information emerges. If the goal is to increase the consumption of Grappa and re-evaluate its status, always considered a spirit for the "poor" and to be consumed only to warm up or get drunk, we discover that consumers, driven by the curiosity to try drinks with this spirit, are very inclined to always try new ones and, even more importantly, are willing to consume, subsequently, this distillate as a single product.
Therefore, new consumers will approach this market precisely because they are driven by the consumption of cocktails with Grappa!
So, is it all that simple? Absolutely not! The simple curiosity of finding our flagship spirit in a cocktail is not enough to increase sales and the value of our spirit. Often, it is the fear that the Grappa is too alcoholic or has an unpleasant taste that dissuades people from consuming the drink. Only thanks to the bartender's communication can this obstacle be overcome, starting a positive experience that ties the consumer to the cocktail and the spirit in a lasting way. The crucial role of the bartender is not limited to creating the right balance in the cocktail, but must also be able to convey the correct information to encourage the choice of drink.
One last example can dispel all doubts about the validity of my argument. Pisco, the national spirit of Peru and Chile, has its official cocktail: the Pisco Sour, simple but effective. Thanks to this cocktail, Pisco is now known throughout the world and is associated with these two territories. Why not do the same with Grappa? Grappa, which is also a distant relative of Pisco, but with much more technological and communicative potential, has all the possibilities to grow thanks to mixology, you just have to exploit them!
