Pinot Grigio delle Venezie DOC wine is about to close the promotional 2022 tour promoted by its protection Consortium in the US, Canada, and the UK. These three countries are the first trade partners of the famous Italian white wine from the Northeast. Together, they absorb more than 70 percent of total export sales. Without forgetting Japan, where demand and recognition of Pinot Grigio delle Venezie DOC are growing year after year.
“The Consortium’s goal is to strengthen the positioning of Pinot Grigio delle Venezie DOC in international markets, through a message linked to the variety of the territory and quality. In addition to our reference markets, today we are engaged in countries such as Japan with excellent potential demonstrated by the large participation in the events recently organized in Tokyo,” says the Consortium’s President Albino Armani.
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The Consortium aims at valorization in international markets through targeted and coordinated actions. First with the organization of masterclasses, tastings, and seminars aimed at b2b. But also with events open to the public and influencers who boast very diverse and generalist communities and followers: from lifestyle to food, from fashion to wellness.
LAST SUMMER’S EVENTS
Last summer, the Consortium of Pinot Grigio delle Venezie DOC was in the UK meeting buyers, restaurateurs, sommeliers, journalists, and wine enthusiasts at the London Wine Fair, but also the large audience of Taste of London. Finally, as well as some 80 British media called together for a grand Venetian Aperitif organized in Brighton last July 13.
The busy fall calendar of events and happenings was kicked off with a new format. Pinot Grigio delle Venezie DOC starred at the most prestigious U.S. spas through a partnership with Andaz spa, a boutique hotel, and resort of the Hyatt Group, inaugurated last Sept. 30 at the Andaz Scottsdale Resort & Bungalows in Phoenix, AZ. For an entire weekend, Regine Rousseau, U.S. Brand Ambassador of Pinot grigio, expert journalist, and wine educator led the resort’s guests on a journey through the tastes of Northeastern Italy, with the opportunity to taste Pinot Grigio delle Venezie DOC in their moments of relaxation, and also during an evening event enhanced by good food and live music.
The U.S. tour continued with the ever-present Simply Italian Great Wines in collaboration with I.E.E.M. (International Event & Exhibition Management). On October 24, 26, and 27, the Consortium participated in the three stops in New York, Chicago, and Los Angeles meeting about 90 people including operators, journalists, and industry experts through three dedicated seminars, once again led by Regine Rousseau.
The Consortium returned to London for the b2c The Wine & Spirits Show on October 21-23 at Chelsea Old Town Hall. MW Patrick Schmitt led a masterclass, titled “Best DOC delle Venezie of Global Pinot Grigio Masters 2022,” which sold out with a total of 50 participants seated at the tasting tables.
The Consortium of Pinot Grigio delle Venezie DOC then returned to Canada, one of its most important markets. There, it took part in two events organized by the Italian Trade Agency as part of the Great Tastings of Italian Wines in Canada, now in its 27th year. Here, Pinot Grigio delle Venezie DOC was the protagonist of two masterclasses: in Toronto (October 31), led by expert journalist and wine educator Michael Pinkus, and in Montréal (November 2), led by the well-known Canadian wine consultant Nick Hamilton.
In the two cities on Canada’s east coast, the Consortium also met with local press and influencers through two media events in carefully selected venues, reintroducing the issue of the typical Venetian aperitif made of traditional appetizers (“cicchetti”) combined with the versatility of Pinot Grigio.
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The historic Venetian tradition took center stage in Tokyo at two sold-out events aimed at media and industry professionals. On Oct. 31, in collaboration with the Sopexa Japan agency, the Consortium organized a Halloween party for 15 local media at the Balcone Shibuya restaurant based on cicchetti and Pinot Grigio. For the occasion, he suggested that guests wear typical Venetian masks as a disguise for the evening.
Lots of appreciation and great participation, with a total of about 50 trade operators, also at the event organized by ICCJ Tokyo Italian Chamber of Commerce in Japan. The guests, welcomed at the Antichi Sapori restaurant in Tokyo, experienced a magical night in the atmosphere of Venice and the culinary tradition of the Triveneto region. About 90 labels of Pinot Grigio wine were available for tasting. The collaboration will continue in late November with a partnership with the A.Q.I restaurant circuit and with Youtube content created by influencer Sommelier Mariko.
BACK AGAIN IN THE USA
2022 promotional closed in the U.S. and the protagonists were once again cicchetti. The latest events, where the Consortium met with a total audience of about 60 journalists and influencers, were held in Miami on Nov. 14, in New York on Nov. 15 – in collaboration with Wine Enthusiast – and in Chicago on Nov. 17.