From Valpolicella to Appenzell: The Rise of Marcello D'Antrassi
As part of our series of interviews with four influential wine importers, today we present the second article. We've explored different perspectives on the current state of the wine market, and after offering an initial overview, we continue with the testimony of Marcello D'Antrassi of Marcellino Import, an Italian wine importer in Switzerland.
Marcello, we want to know a little more about your story! So let's start from the beginning: can you tell us where you're from and what brought you to Switzerland?
I was born in Rome and raised in Valpolicella, where I discovered the world of wine. I came to Switzerland for love, and this year marks my tenth anniversary in this extraordinary country.
How has your business evolved over the past 10 years, given that, despite your young age, you're now a leading importer of Italian wines on the Swiss market?
The idea has always been to bring a piece of my homeland to Swiss soil. We started with a selection of Valpolicella wines, then gradually expanded our portfolio: today we represent 32 wineries. The goal is to bring together small, passionate wineries, which I believe adds value to the wine itself, because passion needs to be conveyed and communicated.
What do Swiss consumers ask for when they buy Italian wine? How is the market evolving, and what are your thoughts?
There's been a slight overall decline, however, because many other interesting emerging markets are developing. There's still a strong demand for Italian wine, and I see a growing shift toward quality, guarantees, and therefore small producers who can guarantee authentic products.
Let's talk about a company that wants to start investing in the Swiss market. What suggestions and methods do you have that might work?
In my opinion, the key is presence, that is, being there, showing who's behind the bottle. Often, given the intense competition in the market, it's difficult to communicate who makes the wine. It's necessary to convey the production concept and the work process. To do this, you need to invest in travel to meet your importer, do tastings together, and support them.
Many young people complain about communication that's too serious and formal. Have you seen anything that's worked better in this regard?
I think wine is simple, and often the simplicity of producers who work genuinely is the key to creating a lasting relationship.
Marcello D'Antrassi emphasized the importance of an active and personal presence in the Swiss market. An approach based on passion and quality appears to be the key to winning over both young and discerning consumers.
Stay tuned for the latest insights into our wine interview series.
