Our conversation with Riccardo, Poggio Antico's Sales & Marketing Manager, continues as we explore international markets and the work that takes our wines beyond Montalcino.
This time, we turn our attention to Asia: a vast and diverse region made up of very different markets, where premium Italian wines are meeting an increasingly knowledgeable and curious audience.
Beyond the United States, are there other markets showing encouraging signs?
Absolutely.
We're continuing to strengthen our presence across Europe, particularly in markets such as Switzerland, the United Kingdom, Denmark and Belgium, where we see strong demand for wines with a clear identity and a coherent story behind them.
Then there's Asia, which is becoming an increasingly interesting part of the picture. It's not a single market, of course, but a collection of very different countries, each at its own stage of development. What they increasingly have in common is a growing appreciation for premium Italian wines.
Where do we begin when we talk about Asia?
With Japan, without question. Today it's our most important Asian market, both in terms of continuity and the quality of the work we've been able to build there.
Japan is a mature, highly competitive market with exceptionally knowledgeable consumers. It's also a country whose values resonate closely with our own: respect for raw materials, meticulous attention to detail, appreciation for craftsmanship, and a desire to preserve the authentic identity of flavours.
There are deep affinities between Italian and Japanese food cultures, which makes the conversation remarkably natural – especially when you're talking about wines with a strong sense of place.
Does the relationship between wine and food play an important role?
A fundamental one. Food sits at the heart of the dining experience across much of Asia, and that's a real strength for a wine like Brunello. Its structure, freshness and balance allow it to pair beautifully well beyond the traditional dishes of Tuscany. It works naturally with many Asian cuisines because they often share the same focus on balance, precision and harmony of flavour.
Besides Japan, which other markets are you watching closely?
South Korea is certainly one. It's a market showing a growing interest in premium Italian wines.
Looking further ahead, China remains extremely important, even though wine imports and consumption have slowed considerably over the past two or three years. It's also a market that's changing rapidly. Consumers are becoming more selective and more knowledgeable, and that could create new opportunities for premium wines.
India also has enormous long-term potential. Wine consumption is still relatively small compared to the size of the country, but drinking habits are evolving. Younger generations are becoming increasingly interested in wine culture and, in some cases, shifting away from high-proof spirits towards different kinds of beverages.
What about Southeast Asia?
We're seeing positive signs there as well. Vietnam, Cambodia and Malaysia all stand out as markets where the culture of premium wine is still relatively young but steadily gaining ground.
What are Asian consumers looking for today when they approach a wine like ours?
Just as we've seen across international markets more broadly, people increasingly want to understand what's behind the bottle.
A large part of our work today is education and storytelling: explaining Italy, Tuscany, Sangiovese, Montalcino – but also what makes Poggio Antico unique. Consumers are better informed, more curious and eager to learn, particularly younger generations discovering premium wines for the first time.
What's the biggest challenge when working across Asia?
One of the biggest challenges is finding the right partners. Language and cultural differences can make communication more complex, and in many Asian countries the companies we work with operate across several industries, not just wine.
That's why it's so important for us to identify partners with genuine expertise, real sensitivity to the product and a long-term vision.
Looking ahead, what will drive the growth of Italian wine in Asia?
I believe it will come down to education, hospitality, gastronomy and relationships. People want to enjoy great wine, of course – but they also want to understand it.
For a winery like ours, that's a real advantage. We have a clear identity, a place with a strong sense of character, and a way of working that can be communicated with honesty and clarity. Our challenge is to carry all of that beyond Montalcino while remaining true to who we are.