The heroic viticulture of the Cinque Terre, the great interpreters of historical vines such as Pigato and Vermentino, the award-winning Colli di Luni, the noble Rossese, and then the Bianchetta and many others. If for enthusiasts and sommeliers the natural appointment remains the one with the harvest, it is immediately after that the great wines of Liguria will be the protagonists of Milan Wine Week, an international event that turns into a great moment of relaunching the hospitality and catering and creates a program of experiences that puts wine in contact with art, fashion, design.
From 2 to 10 October, Liguria will have its space in the elite of viticulture and food, having available one of the widespread spaces that will characterize the exhibition: the Isola area, a district north of the central Porta Garibaldi and Piazza Gae Aulenti symbol of a renovation project. In the restaurants of the Liguria branded “wine district”, it will be possible to accompany the food with wines made in Liguria, even extra virgin olive oil and Genoese basil: a trio of fantastic products that for many tourists is worth a holiday in the region. The goal is to carry out a great marketing campaign with that heritage that the whole world envies Liguria and which has obtained European certification. The initiative is managed by the “in Liguria” Agency as part of its responsibilities for the development of territorial tourism marketing projects, with the support of the regional public Enoteca.
“The flavors and typical products of Liguria are one of the strengths of our attractiveness – says the president of the Liguria Region Giovanni Toti – one of our flagships, on which we focus in this restart phase in which we strongly believe : the premises are all there, and the signs are encouraging. The wine week represents a stage of great importance for the promotion and enhancement of our products, on a market and a square of great prestige and traditionally linked to Liguria. Our intent is to continue investing in large initiatives and in marketing, and at the same time continue to work for the growth of a wine sector that is giving us great satisfaction. The decision to be in Milan for the festival in early October must be seen in this light. We want to be protagonists, but we will not be alone: with us are the many agri-food entrepreneurs who in recent years have believed in our land ”.
“We are happy and honored to welcome the Liguria Region and the In Liguria Agency to the Milan Wine Week. The relationship between Liguria and Milan – says Federico Gordini, President of Milano Wine Week – has always been very strong, but this participation represents a further opportunity to tell about some of the extraordinary heritage of this region, namely the wine and oil that become the protagonists of a historic district full of restaurant and administration activities such as the Isola District. Furthermore, I am sure that the collaboration with the Milan Wine Week will turn into an opportunity for tourism and discovery of the territory, available all year round. I thank Governor Toti and Councilor Piana for supporting the initiative and we hope that this region can become a constant presence within the Milan Wine Week also in the next editions “.
The Ligurian wine despite its production limited to just under 1 percent of the national production, has seen many winemakers and many labels capable of climbing the top of the wine planet. Vermentino, Pigato, Bianchetta, Granaccia di Quiliano, Rossese, Ormeasco and Sciacchetrà have become part of the vocabulary of the great Italian and international winemakers. “But above all they are a flagship – explains Alessandro Piana, vice president of the Liguria Region with responsibility for Agriculture and Territorial Marketing – which goes beyond the simple quantity of wine marketed and produced. Every great wine is an ambassador in the world, which introduces our narrow and fantastic land to potential tourists. The data confirm that one of the reasons for choosing a holiday in Liguria is, together with the sea and culture, food and wine and the production of the territory. We are working to make this lever even more effective, with targeted campaigns, promotions and participation in events such as the one in Milan. The quality, the niche product, are the winning card and the winegrowers who have been able to invest in recent years and who today are faced with a market demand that far exceeds the offer and represent the bulwarks of heroic agriculture “.
“We focused on two strategic development areas – says Roberto Moreno Commissioner of the Agency – outdoor activities and food and wine, to facilitate the entire supply chain connected through the proposal of experiences and emotional paths to meet the requests of the potential guest. “.
Milano Wine Week is a review that has reached its fourth edition, which never as this time after the Covid emergency, turns into a great moment of relaunch of the hospitality and catering sector and creates a program of experiences that puts wine in contact with art , fashion, design. Milan becomes the world center of wine promotion with 11 international locations in 7 countries where Masterclasses dedicated to international operators will be held.