University of Padua, Italy

I N N O N A T O U R

Innovation in Nature Based Tourism Services

University „Stefan cel Mare” of Suceava

April 26,2010

Luca Tomedi

LOCATION:

Trentino Alto Adige

Nogaredo, Trento, Italy

Strategic position (visible from Highway A22) turists

No gate or fences free access to the garden

Brief History:• The history of Marzadro began in the now distant 1949 in Brancolino di

Nogaredo, the heart of the Vallagarina, in the region of Trent.• It’s a suggestive land, criss-crossed by vineyards “brought up” with

ancestral care, wich climb up towards the mountain slopes from the bottom of the valleys,dotted with fruits trees.

• Attilio Marzadro whit his sister Sabina understood how best to cultivate his land to obtain the most suitable marc from his vines for the distillation of “Grappa” taking possession of the centuries-old art of distilling.

• The Marzadro family has today been enlarged to three generations, and has mantained their patrimony of tradiction intact, with great commitment and professionalism and with a view to constant innovation.

• Behind the romantic aspect of recovering and manteaining ancient traditions, Marzadro stands as a dynamic Company, undergoing continuos modernization and evolution, to operate at top potential, in environmental protection and in absolute respect of the quality of the raw materials and processing system.

Regional distilleries:

• About 36 distilleries in Trentino Alto Adige

• Marzadro is the biggest• 1,5 M of bottles/yr• 3000 l/d of grappa at 80 % X 100 d• more than 50 employers

Management:• 3 generation of the family:

• Attilio Marzadro (89 years old)

• 6 brothers/sisters (Stefano Marzadro)

• Nephius

• not usual (Italy 2° generation and than fall)

1949 Attilio & Sabina Marzadro had the smart intuition to transform a typical poor product into a business:

Poor product product of enjoyment

Tigger intuition:

Actual Crisis:Decreasing in selling due to the Italian law restriction on alcohol:

Crisis • More in the selling with restaurants• Less with the privates

Strategies:• Reduction of costs• Increasing efficiency (reusing water,...)• kind of customers

2009: Marzadro S.P.A. close with an income of 16 M Euros(net income: 600 thousands Euros)

Customers:

• Most Restaurants, Wine-shop, Wine-bars

• Not too much on large distribution (commercial choice)

Market:

• Italy (90 %)• Grappa is known and consumed mainly nationally

• Germany, Switzerland (10 %)

How the distilling process take place:

• 100 days (September to December)• Avilability of fresh raw material (marc or pomace)

• Uninterrupted (24 h/d)• efficency

• More than 40.000 Kg of fresh, selected marc(native vines from the Trent’s

region)

• Distillation plant with its copper stills following the Trentino “school”– Why copper?

• Good conducer• Keep unchanged its propriety throgh the years

• Copper filters are placed in what is called “depurating room”:– Alcoholic vapors are divided

• Good vapors (“light”)• bad vapors (“heavy”) condense (doesn’t reach the final stills)

• A lot of water (8-9 °C) is required to cooling the stills and make that alcohol condense (7000 l/hr X 100 d)

pump water directly from a water table placed underneath

• Warmed water is then re-used for the“bain marie” distilling method to avoid burn

• The obtained Grappa is strictly controlled by the financial police (Guardia di Finanza) with a specific counting devices

• ~ 3,5 Euros/liter tax Italy is on of the lower in Europe

Obtained grappa is then stored into:

Steel barrel

Keep grappa unchanged

Wood barrel

add flavour to grappa (depend on kind of wood and time of storing)

• 800 Kg of marc + 200 l of its juice (20%) 14 l of grappa

• 8 stills 3000 l/d of grappa

• 3000 l/d X 100 d = 300.000 l/y at 80% 40%

What Marzadro does during the rest of the year??• Preparing all other product (hand-drawn bottles,

compositions,…)• Research of new products (aged/flavoured

grappas, liquors,…)• Selling of products• Restaurant• Area rented for business meetings• Guided visits to the enterprise (schools, tourists,..)

• has in the quality of the raw materials and the tradition of the working method its point of force

• propose continuously new products

• alternative activity and products also during the inactive times of the year

• promotion of the “culture” of drinking grappa (enjoyment) with guided-tasting meetings

• use the 8% of the incoming in marketing and brand image

Why Marzadro S.P.A. is so competitive on the market?

Grappas

Liqueurs

Creamy liqueurs Fruit jars

DIC’OTTO LUNE(Eighteen Moons)

ANIMA NERA(Black Soul)

18th months aged grappa- 4 different wooden barrel (cherry, ash, oak, acacia)

Liquorice liqueur

Most sold products: