Three events dedicated to Pinot Nero during which producers, journalists, guests, speakers, enthusiasts and experts of oenology, viticulture and food marketing at a national as well as international level met to celebrate Pinot Nero.
WHAT: Encounters, seminars, meetings and tastings during Gli Stati Generali del Pinot Nero [The States-General of Pinot Nero] event. A three-day event focusing on the origins of one of the world’s most noble vines, meetings with foreign brands, presentations of national realities, and guided tastings.
The program also included the organization of an event that brought in the national press introducing businesses to new promotional channels. True sitting rooms in which a pleasant and informal atmosphere facilitated the identification of common ground between seemingly very distant realities and the opening of a constructive dialogue about promotion and awareness of the product and zones of reference.
CLIENT: Consortium for the Protection of Oltrepò Pavese Wines
LOCATION: Riccagioia S.C.P.A (Centro di Ricerca Formazione e Servizi della Vite e del Vino, University of Milan).
NUMBERS: 30 journalists from the biggest Italian newspapers and 80 Italian Pinot Nero producers at every day of the event. 1,000 catalogues distributed.
IN BRIEF: conceptualization and event planning, set-up design, graphic design, PR and publicity