Milan, the Wine Week 2022 program presented at Palazzo Castiglioni

The press conference for the presentation of the Milan Wine Week 2022, the largest non-fair event in Italy dedicated to the promotion, story and experience of wine, now in its fifth edition. The appointment, which will animate the Lombard capital from 8 to 16 October, returns with a program full of initiatives aimed at enthusiasts, opinion leaders and operators in the sector from all over the worldwhich will find concrete business opportunities, in an event with an even more international vocation, organized in one of the cities most representative of the excellence of Made in Italy.

Protagonists of the appointment consortia, organizations and hundreds of companies from all over Italy, but also non-sector realities, institutions and trade associations, and the final public: the 2022 edition is in fact characterized by a format with a strongly immersive approach, based on approaching consumers through engaging experiences and activities, from tastings to workshops, from special events to challenges that will live on the Mww app and will allow participants to access special promotions and rewards. An important return to the original vocation of the event, which aims to involve the most famous districts of the entire city, with the return of the historic headquarters of Palazzo Bovara, a reference point in the business sector, which is flanked by the new hub of Palazzo Serbelloni, which will host the main initiatives aimed at the consumer public, giving life to the new backbone of Corso Venezia, the Wine Street of Mww 2022. Born as principals of consortia in the most important districts of the city, the Wine district, which this year will be six.

During the presentation, led by the President of Mww Group Federico Gordini, Gian Marco Centinaio, undersecretary for agricultural, food and forestry policies, Carlo Ferro, president of Ice, the president of Confagricoltura Massimiliano Giansanti, Silvano Brescianini, member of the wine consultation intervened. Coldiretti, Lino Enrico Stoppani, president of Fipe, Emmanuel Conte, councilor for the budget of the municipality of Milan, Christophe Rabatel, ceo of Carrefour Italy, Gianpiero Morbello, head of Brand and Iot of Haier Europe and Riccardo Ricci Curbastro, president of Equalitas. “This fifth edition – says Federico Gordini, president of Mww Group, the organization that takes care of the event – is the result of the evolution of a format that has been able to cope with ever-changing scenarios: the challenge was to renew itself, always offering new initiatives and opportunities to the players in the sector who will find a dynamic container again this year, in step with the needs of a changing market “.

The contribution of Ice-Maeci, continues Gordini, “has favored the incoming of foreign operators, giving even more the possibility to Italian companies and consortia to offer visibility and give value to the high quality of their products, during moments of exchange and special masterclasses. The trade side of the event is accompanied by a rich calendar of events dedicated to the public: this year too wine lovers will be able to participate in tastings and aperitifs, but also gain accreditation for new special events, even more immersive and innovative “. The president of Mww Group concludes by wishing that “the language of the world of wine becomes more and more accessible to the public; facilitating communication will allow even the less experienced to appreciate all the nuances of a good glass of wine”.

The initiative comes to life with the support of the main sponsors of the event, Haier Europe and Carrefour Italia. The first company will activate dedicated info points in special ‘ambassador’ rooms, selected for each district, which will allow the public to orient themselves within the rich programming of each district, receive insights on the consortia represented and taste products, as well as participate to special challenges. “In recent years – declares Gianpiero Morbello, Haier Europe head of brand & IOT – our offer for wine lovers has become the most complete on the market. This is why we could not miss the fifth edition of the Milan Wine Week, the perfect setting to make our news known and spread the good culture of wine conservation “.

Morbello concludes by reiterating that “our wineries offer increasingly innovative services that become even more tailor made and professional when connected with the hOn app, a new way of experiencing the world of wine at home, with professional advice, perfect combinations and the best product conservation “. Carrefour Italia, on the other hand, will allow consumers to taste a special selection of products in selected points of sale in the Milan area, led by leading sommeliers on the national scene.

“We are pleased – announces Christophe Rabatel, CEO of Carrefour Italy – to be alongside the Milan Wine Week, a unique event on the international scene, created to promote the excellence of Italian wine, investigate consumption habits and launch new trends”. Rabatel reiterates that Carrefour is committed “on a daily basis to support the value of Italianness and accompany our consumers to discover the gastronomic and wine excellences of the area, thanks to a wide offer, which reaches up to 1,700 wine references and a unique shopping experience. “.

The Mww 2022 schedule will involve the whole city with tastings, special thematic events, concerts, and much more. Palazzo Serbelloni, the important new venue of the event, will host the Mww Dome which will host workshops, entertainment events, talks, aperitifs in its large courtyard, transformed into the ‘Wine court’ of Milan Wine Week. The Enoteca di Milano Wine Week will also occupy a space in the court, with a large area dedicated to tasting where it will be possible to taste a wide range of references with the support of sommeliers and experts, and interact personally with the producers present at the table. of the winemakers. Also set up, in the courtyard of the Palace, Casa Mipaaf, a tensile structure chaired by the Ministry of Agricultural, Food and Forestry Policies.

“The Milan Wine Week – says the undersecretary for agricultural, food and forestry policies, Gian Marco Centinaio – has now become an appointment that has consolidated over the years and that at the same time in every edition tries to innovate and experiment”. Centinaio reiterates that the Mww “is a different way to make consumers know and appreciate the world of wine. The main feature of the event remains its close link with the whole city and the surrounding area, and in this sense it also fully expresses the potential of wine tourism. Italia del vino is a world leader, not only in terms of production but also in terms of quality. Events such as the Mww are an opportunity both to involve international operators in the sector and to enhance and promote our quality products on the Italian market “.

There are numerous scheduled events organized inside and outside the Palazzo, including walk around tastings, talks, conferences, workshops, aperitifs and dinners with the producers. The aperitif as a drinking ritual will be a new focus of the event, with three special events organized in collaboration with as many Mww supporters: Masottina, Leone Alato and Cuvage. Palazzo Serbelloni will also host the new edition of in-depth events promoted under the aegis of the Milan Wine Week Forums, which this year return with a renewed, more dynamic and engaging format: the Wine generation forum and the Habitat – Wine sustainability forum scheduled for October 13th.

The ‘Wine districts’ are back too, six for this new edition. Born as principals of consortia, they will animate the city in the places of greatest interest. In the Sempione-Arco della Pace area there will be the stand of the Asti Spumante and Moscato d’Asti Docg consortium, in the Brera district that of Tutela Lugana Doc, in Porta Venezia the Medways District, on the Navigli the Chianti Lovers District, in Porta Romana the Colli di Parma Wine District and the Consortium Tutela Vini Oltrepò Pavese in Eustachi-Plinio.