Organizers
Speakers
Mirella Menglide
Mirella Menglide holds a Master’s Degree in foreign languages and literature at the University of Bucharest. Fluent in 5 languages, she translated a novel in Italian for the University for Foreigners in Perugia and has contributed to various publications.
She also attended a course on international business administration at the University of Gothenburg.
After working in public relations at a Swedish company, she joined the New York office of the Italian Trade Commission as part of the food & wine sector.
At present, she is the Senior Trade Analyst of the sector, in charge of advising Italian companies on US legislation, helping organize promotional and educational activities such as seminars and guided tastings, and participating in trade shows alongside wine and food professionals and press representatives from both Italy and the US.
Mirella has been instrumental in ensuring and maintaining the relationships between American and Italian food and wine companies, which aims to result in a broader knowledge, appreciation and, ultimately, presence of Italian products in the US.
When not helping Italian companies find a counterpart in the US, Mirella enjoys reading and writing, art, music, traveling, cooking and, of course, drinking wine.
official event
The US market: it’s new, it’s rich, how do we keep it ours? | ITA Networking Room
Description
PLEASE NOTE: to attend this session, registration is required and is only available to users who already hold an access pass for the wine2wine Business Forum 2024. After purchasing your ticket, click the "Register to attend" button on this page and follow the simple step-by-step instructions. Please note that seats are limited: registration guarantees your spot until all seats are filled.
The new American market climate offers many surprising developments that need to be addressed promptly: the phenomena loosely defined as “neo-prohibitionism” and “premiumization”, the generational preferences, the market shift toward other alcoholic beverages at the expense of wines, the efforts to maintain on-premise consumption and not lose it in favor of at-home drinking. This session will discuss the positive trajectory of Italian wines despite the volatility of the US market, how to identify what the US consumers want, predict how the consumers behave, and suggest tactics that can help Italian wines navigate the momentum.
