Max Garrone

Gambero Rosso has a quick post about the grappa appellation plotting a come back. I had no idea that the category had been cut in half in recent decades which is pretty catastrophic. According to that post some tiny bureaucratic challenges remain. The bigger question is what a relaunch means. There’s the general question about appellations as effective marketing devices and a more specific one about marketing to whom. I suppose they have a clean slate among younger audiences…