Was ist wichtiger: Eine starke Marke oder ein gutes Produkt? Und welche Potenziale siehst du für den Getränkemarkt im Jahr 2022? Die Antworten auf diese Fragen (und viele mehr) gibt es einmal im Monat in der Stories+ Brotzeit, dem Business-Interview von Kitchen Stories.
As a consumer myself, emotional value contributes more to brand preference. In recent years, S&R (Sustainability& Responsibility) is at the heart of societal evolution of conviviality. This is the new paradigm. Consumers now look for sustainable and socially responsible brands, products, services and convivial occasions.
They want to consume with purpose and they want their consumption to reflect their convictions. Thus, they increasingly hold brands accountable. As a result, brands with a compelling vision of valuing people, nurturing terroir and/or circular making win the heart of consumers.
However, the functional value of a product is necessary. Regardless of how ambitious the brand purpose or vision is, if the product is of bad quality and craftsmanship, consumers will not accept it.
The diversity of Italian spirits and liqueurs has been known worldwide for years and in the recent past, the aperitif category is growing due to the globalization of the Aperitif culture with daytime drinking and conscious consumption - the low ABV trend.
Aperitif is derived from the Latin “aperire” which means to open and this captures perfectly the essence of the Italian Aperitivo culture, which is to come together and open up, to have good conversation and to stimulate the appetite; a simple good old way to just simply enjoy each other’s company. This brings a sense of community, which was heightened by Covid-19 that people desire to meet and interact in real life.
Besides, this Mediterranean culture brings back good memories and evokes the joyful vacation feeling in people, which was restrained during the pandemic travel restriction period.
I love any collaboration that brings Ramazzotti brand world to life, which is the Italian heartiness that welcomes everyone to the table. Besides Kitchen Stories, I enjoyed being a partner in the Stuttgarter Sommerfest, celebrating summer at the unique summer open-air party around the Schlossplatz and the Theatersee.
The unforgettable summer evenings at our Piazza Ramazzotti, from serving Italian delicacies and of course Ramazzotti drinks to dancing the night away, perfectly reflected our brand world.
Rome (& parts of Vatican City) is the most magical place for me. Walking around the city with its ancient ruins was like reliving the Hollywood films with me being in them (from the Gladiator to the Da Vinci Code’s sequels). The city itself is like an open space museum – so rich in history and beautiful in its architecture.
As people say, ‘When in Rome, do as the Romans do’, so the best way for me to be in touch with the locals is to enjoy their meal, typically consisting of 4 courses.
After a long day in Rome, I rewarded myself with an Aperitif in hand and nibbled the antipasti platter to kickstart my appetite. I had my favorite Italian’s pasta, spaghetti alla carbonara, as the first course and mixed grilled seafood (prawn, scampi, squid and cuttlefish) as the second course. Still leaving a bit of room in my tummy, I satisfied my sweet tooth with Tiramisu and rounded my meal with Limoncello.
... At the end of the day, I could finally say - La Dolce Vita.