Italian wine conquers the professionals of 11 metropolises

The fourth edition of Mww ended just a month ago, the largest system event dedicated to the world of wine, which from 2 to 10 October involved sector professionals and the public in Milan, and operators from 11 metropolises in 7 main export markets, and the news for 2022 are already in the works. Through a program of over 200 events – which saw more than 100 tastings, 4 thematic training forums, conferences and presentations of sector news, as well as numerous dissemination events for the public of enthusiasts, tourists and wine lovers, spread throughout Milan – Mww2021 offered opportunities for involvement and in-depth study designed ad hoc for professionals in the sector and consumers, as well as opportunities for discussion and tools to support the growth of the sector in Italy and abroad. “Milan Wine Week is a” young “event , with a highly innovative and sharing-oriented character “- explains Gaia Rossi, Head of International of Mww -” Mww embarked on the internationalization process at the end of 2019, starting from a metropolitan context that is already highly cosmopolitan, and the unexpected global blockade caused by pandemic acted as a further stimulus for the evolution of an unprecedented format. With courage and vision, we wanted to offer the international wine community a great opportunity for exchange and promotion for Italian wine, representing the only major international event dedicated to wine promotion in 2020, during the pandemic. The result was a format which, leveraging the most recent technological innovations and a team with a global approach, proved to be a winner, both for the Italian and world public, allowing the realization of phygital events and in complete safety, in different foreign cities in the main export markets of Italian wine “. Mww’s International Masterclass program, which has continued to grow since 2020, this year has allowed Italian wine excellence to reach over 2300 sector operators in 11 foreign metropolises in attendance, who were thus able to get to know and taste the best vintages of great wines, the new enological, great wines from indigenous grapes and the most established denominations, presented directly by the producers themselves, by expert speakers and disseminators, brand ambassadors, and directors of the main Italian Protection Consortia. The selected audience of buyers, operators, opinion leaders and qualified sector press, and in New York, Miami, Chicago, Toronto, Montréal, London, Moscow, Hong Kong, Shanghai, Shenzhen, Tokyo was thus able to attend in the presence of 80 exclusive international masterclasses, hosted in the best selected locations in each city, in colleague – direct contact with the tasting rooms of Milan Wine Week in Palazzo Bovara (Milan) where producers and experts led the tasting experience and dialogued with the Italian and foreign public of several cities connected at the same time. “This year, the Program is back with an expanded reach that has encompassed 11 cities chosen in the 7 key countries for Italian wine exports – USA, Canada, UK, Russia, China, Hong Kong and Japan – involving an international team of professionals of over 50 people who collaborated in the creation of events in line with Mww’s high quality standards “. The events are supported and enhanced by a digital platform – Digital Wine Week – which allows direct interaction between connected sector professionals from all over the world, live participants in the 11 cities, and speakers in Milan, offering the entire professional community insights into the wines and wineries presented, as well as a virtual hub where connect and exchange information The Milan Wine Week platform, available upon registration at the link www.digitalwineweek.it, represents a broadcasting channel and a virtual archive where the videos of all the events – not only masterclasses, but also all training events as forums and webinars presented during Mww 2021- are broadcast in live streaming from Milan and available for viewing on demand in English as well as Italian. On the subject of the Mww training program for wine professionals, the 2021 edition hosted an unprecedented lineup of influential international speakers, industry experts and innovators, who took part in 4 forums and three webinars focused on you current events: from market strategies to sector consolidation, from sustainability to emerging trends and much more. Florian Ceschi (Global Wine and Grape Broker, Ciatti Europe), Phil Reedman MW, JC Viens (WSET Educator and Ceo Grande Passione) and Gus Zhu MW discussed issues related to the “New Global” wine market at the Wine Business Forum (5 October 2021), in which specific focuses on individual international wine markets in Canada were also proposed. , Japan, China, Russia, UK and USA, curated by individual experts for each country. The emerging wine markets were also the theme of 3 webinars: “Exporting to Brazil”, curated by KDS Food and Wine, moderated by Karine de Souza with speeches by Luiz Carlos Caste-lani and Jessica Marinzeck, DipWSET; “The wine market in Brazil”, curated by Ice – Sao Paulo, with the intervention of Senior Trade Analyst Ronaldo Padovani, and “The market value of the distribution hub in Asean countries: Focus on Thailand and Singapore”. The Wine Geek Symposium (6 October 2021) brought together the speakers Miguel Torres (Owner, Fa-milia Torres), Demetri Walters Mw, Antonio Palacios (Laboratorios Excell Ibérica SL), Melissa Saunders Mw (Co Communal Brands), Cathy Van Zyl Mw (Owner, 3C Communications), Jo-seph Hallam PipWSt (Wine Educator and Wset Business Development Manager), Mariya Ko-vacheva MS (Regional Wine Education Manager Americas at Pernod Ricard), and Perrine Vilain (Country Manager Italy, Vinovae), addressing topics such as climate change, old vine, wine education and consumer trends. Some of the most innovative protagonists of the wine sector participated in the Wine Generation Forum (8 October 2021), in dialogue with the new generation of professionals on topics such as disruptive that are transforming the world of wine, sustainability, artificial intelligence in the vineyard and in the cellar and emerging trends: Paul Mabray (Ceo Pix), Joe Fattorini (Managing Director Trade, Pix), Carlos Gonzales Gordon (Regional Sales Director Gonzales Byass), Rob Symington (Symington Family Estates), Andrés Ilabaca (Santa Rita Estates) and Greg Lambrecht (Inventor & Founder, Coravin). All the events are available for viewing all year round, free of charge and on demand, at: https://digitalwineweek.it/ The international dimension of Mww also attracted an incoming delegation from the sector press which, for the first time, was able to experience the event live in its elective capital of Milan, including local activations such as the 10 Wine Districts dedicated to the main Italian wine regions that have “occupied” as many districts of the city over the course of 9 days. ” This fourth edition it was undoubtedly a further stage in the growth path of Milan Wine Week – comments Federico Gordini, Founder and President of Mww – an event that will continue to expand its range of action and its impact in the years to come, experimenting with constant innovations a new approach to wine promotion that can provide an important opportunity for sector operators to connect, conduct business and raise their skills and professional from a global and wide-ranging point of view. In parallel, in these four years, the event has also become the stage for a new way of telling consumers about the world of wine, offering increasingly immersive experiences that transform the city of Milan into a hub in which to experience initiatives created ad hoc by main companies and protection consortia, and experience paths to discover the Italian and international wine excellences that involve the world of catering, administration and qualified retail. A city in which to talk about wine in a different way and to experiment with new languages ​​thanks to the ever-increasing collaboration with other worlds of excellence such as fashion, design and art, which open their spaces to the world of wine. An experience – continues Federico Gordini – that goes far beyond the city limits: Milan allows – at a short distance – you can visit some of the most important and representative territories that bring Italy of wine to the world and for this reason it has all the cards in it. rule to become a great hub for wine tourism, a fundamental aspect for a 2022 edition which – after two years of stop – returns to focus on a strong incoming of operators and tourists from all over the world ”. del vino is always looking for new approaches to promotion, marketing, storytelling and consumer involvement: Milan is the laboratory where the long Italian wine tradition meets innovation and from which to write the next, important chapter for the future of sector, and will be the stage of the next edition of the Milan Wine Week, which will return to involve and amaze the Italian and international public, from 8 to 16 October 2022. oximi events of Milan Wine Week and discover the next locations activated for 2022 there is the official website www.milanowineweek.com.