Today we’d like to introduce you to Daisy Penzo.
Hi Daisy, please kick things off for us with an introduction to yourself and your story.
My experience in the wine world started at an early age. My father was an importer of Italian wines in the U.S. and I was blessed with the opportunity to learn about this type of business by traveling with him to different wine regions, trade shows, and other wine events throughout the world. This exposure, coupled with his untimely passing, fueled my passion to continue his legacy and be involved in the world of wine. Last year, in the midst of the COVID pandemic, I started my business: Tuscany Wines Import where I became federally licensed wine importer in the U.S.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
From the complete shutdown of the hospitality industry to learning the complexities of global container shortages and rising shipping costs… I’d have to admit: the road has been anything but smooth! The economy’s constant state of flux continues to test my abilities be resourceful, evolve, and to navigate the road bumps with incredible focus and resilience.
Thanks – so what else should our readers know about Tuscany Wines Import?
My business is called “Tuscany Wines Import” and in short, I am a federally licensed importer and purveyor of wines in the U.S. I focus specifically on representing Italian wineries where, through my experience and wine studies, I can translate their vision into successful sales and marketing strategies to enter and sell in the U.S.
You see, Italian wines have a strong sense of identity. Varietals such as Aglianico, Corvina, or Nebbiolo, for example, know exactly who they are in their character and wine expressing capabilities. But, because they are so distinct and not easily associable to other international grapes, they can become intimidating to the average consumer.
My job is to break down those communication barriers by focusing on consumer education, storytelling, and of course bringing over the wines to allow those stories to be shared and tasted. In the long run, being excellent communicator is what I feel will set the company apart from the others.
Overall, I am proud to be a women-owned business that is diversifying the industry and carving its space in the wine world. More specifically, a place to learn about Italian wines, the country of Italy, and its people. Readers can find many of my imported wines on retail shelves and restaurant wine lists. All you’ve got to do is look for the Imported by statement on the back of the wine label. If it’s got my company name: you’ll know you’re in for a treat!
What sort of changes are you expecting over the next 5-10 years?
According to the Beverage Information Group, U.S. alcohol consumption increased by 45 million cases in 2020 with wine adding 3.5 million cases. The pandemic did not slow down consumption but rather shifted consumer behavior on how they purchase their wines and the quest to learn more about the products they are consuming.
We are now a well-versed digital society so it’s important for wineries entering the market to have an authentic and transparent story. Consumers want to know where and how their products are grown, who produces them, and what kind of impact they’re making on the environment. Key words such as natural, organic, and sustainable agriculture are trending in our industry as well.
For the more technical side of the business, the big changes thus far have been the federal excise tax relief program becoming permanent and states becoming more accepting of DTC (direct to consumer) sales models. The incentive program allows importers and domestic wineries to save on taxes which gives us the opportunity reinvest those savings into other initiatives, while DTC has created new businesses that assist brands with sales in digital world.
Overall, I predict our industry will continue focusing on digital innovation and communication in the three-tier alcohol system with social media and marketing playing a key component in any business model.
Contact Info:
- Email: tuscanywinesimport@gmail.com
- Website: www.tuscanywinesimport.com
- Instagram: https://www.instagram.com/tuscanywinesimport/
- Other: https://www.instagram.com/daisy_wines/
Image Credits
@emagenphoto @slrphotographer
