In a world where international trade continues to evolve and the demand for quality, authenticity, and craftsmanship is ever-growing, few companies have managed to maintain their heritage while embracing innovation as seamlessly as Export Union Italia.

In a recent interview with International Bulk Wine and Spirits Show (IBWSS), a trade show that brings together buyers, distributors, and producers, Martin Innerhofer, shares insights on the complexities of finding the right partners, overcoming challenges with private labels, and staying ahead of market trends. 

Martin emphasizes the importance of understanding market dynamics, competition, and legal considerations for businesses looking to expand internationally. As the company continues to grow, its focus on quality, flexibility, and strong partnerships remains pivotal to its success.

1. Tell us about yourself and your journey with Export Union Italia so far.

After my master’s degree in Agricultural Economics and previous experience in the export of Italian food, I started at Export Union Italia in 2017 as a Key Account Manager first, then as Head of Sales, and finally, since 2023, as CEO. In these years, we invested a lot in entering new markets, innovating our portfolio, and extending our services. All this while still maintaining the core values of Export Union Italia, which are the same from when the company was founded in 1994.

2. What are the biggest challenges you face in the global export market?

Finding the right partners and making them understand what added value our service can bring to them. Very often meetings end in discussions about pricing for entry-level wines, while the service-factor gets totally lost.

3. How do you ensure that the essence of Italian craftsmanship and quality is preserved in the products you export?

We mostly work with approved wineries and producers, and all the products we offer are tested before by our well-trained staff. With this, we can ensure very high-quality standards and mostly also the essence of Italian craftsmanship.

4. How do you identify and select the right partners and distributors in international markets? What factors do you consider?

Our flexible business model allows us to work in many different channels and with very different types of partners. This ensures that we will find suitable solutions for almost every partner. We know that especially for new businesses and start-ups it can be very challenging to find credibility amongst suppliers, especially if they are not able (yet) to provide commercial results. In these cases, we still try to find suitable solutions for both parties.

Image Title: Export Union Italia at the International Bulk Wine & Spirits Show 2023

5. What challenges do you face when working on private labels and customization?

Generally, the biggest challenges when working on private labels and customization are MOQs. Very often, producers ask for very high MOQs, whereas the clients would like to start with lower quantities for their new projects. This is where we have great solutions for our clients, being able to work on very low MOQs and with very flexible models.Then, legal differences in the markets are definitely a huge challenge as well.

6. How do you stay ahead of market trends when it comes to branding and packaging design for private-label products?

We travel to many different countries and always try to check what new products are in the market – on- and offline. In addition, we work directly with suppliers of packaging materials to always be updated on new materials and possibilities.

7. Can you share some strategies you’ve implemented at Export Union Italia to stay competitive in the ever-evolving global market?

One recent core strategy is to go away from very generic tenders of “commodity”-products, where everybody in the supply chain knows exactly how to break down the costs of every single component of the product, and instead offer more innovative products (in terms of the content as well as of the packaging) with much less competition.

8. What are the key growth markets for Export Union Italia in the coming years? Are there specific regions or countries you see as having significant potential?

Eastern Europe shows a great development and still a large potential in the coming years.

9. What advice would you give to other businesses looking to expand internationally, particularly in the export of high-quality, niche products like Italian specialities?

I would say the key to be successful in the international export business is knowledge of the market, the competition, and the legal aspects. When meeting new potential clients in a market, you need to show that you know every detail of the market and why your product will be a success for the partner.

Conclusion:

As Export Union Italia continues to navigate the complexities of the global market, its focus on quality, innovation, and strong partnerships remains key to its success. By executing smart strategies, maintaining flexibility, and upholding its commitment to excellence, Export Union Italia is setting a new benchmark for Italian exports, showcasing the true value of Italian craftsmanship and paving the way for future growth.

Martin's insights into overcoming challenges in global partnerships, private label customization, and staying ahead of trends demonstrate the company’s dedication to ongoing improvement and global expansion.

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For wine and spirits professionals looking to stay ahead of the curve, the International Bulk Wine and Spirits Show (IBWSS) is a perfect opportunity to connect with industry leaders, explore emerging trends, and gain actionable strategies for business growth.

Take your brand to the next level by joining us at the 2025 International Bulk Wine and Spirits Show (IBWSS) – the premier event for bulk and private label professionals in America. Don’t miss your chance to network with top-tier suppliers, distributors, and experts. Register here.

Header image sourced from Martin Innerhofer

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