If you want to win, practice the basic skills of investigation! In order to win over France, Italy visited 400 Michelin restaurants to compete in the top wine market.

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I want to win France so much! Italian wine production surpassed France to become the world leader in 2016. However, the crown of the top wine is still firmly worn in France, and the sales amount is ahead of the group. After the momentum, Italy will challenge France as the top wine. But the international market is like a battlefield. Italy not only analyzes consumption trends, but also visits 400 Michelin-starred restaurants to find the key to the tip of the pyramid.

Italian wine has made a comeback from the food safety scandal, with an annual output value of about NT $380 billion

Slow Food founder Carlo Petrini once said that even nearly 30 years later, the tearful television images of the chairman of the Barolo wine association are still vivid. The "methanol incident" of wine adulteration in 1986 not only lost 23 lives, but also nearly destroyed the Italian wine industry, with output plummeting by 1. 4% and unsalable containers piled up in port warehouses.

"Chairman Barolo's tears are not only because of huge economic losses, but also represent the dying of the people who grow grapes and make wine, as well as the land, culture and social context on which they depend," Trini said. "

The crisis took a turn for the better, and Italian wine was reborn after learning from the bitter experience. After years of efforts, the output in 2016 reached 4.8 billion litres, surpassing France's 4.3 billion litres. Italy not only stabilizes its domestic market, but also has a firm foothold in the international market. 43% of its output in 2017 was exported, an increase of 22% in the last 17 years.

In terms of output value, the turnover of the Italian wine industry in 2017 reached 10.6 billion euros (about NT $380 billion), of which 6 billion were exports. Italy is still not satisfied, thinking that it "can only do, but not sell". It wants to get rid of the way of winning the price and move up.

Photography / Zheng Jieyi

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