The British have a penchant for fine Italian red wines, including Morellino di Scansano PDO. In a strategic move to expand and consolidate its presence in key international markets, notably the United Kingdom, a delegation from the Consortium of Protection of Morellino di Scansano, led by President Bernardo Guicciardini Calamai and Director Alessio Durazzi, recently visited London to promote and highlight the unique attributes of this Tuscan wine.
In London’s historic Old Street, a business event was hosted, drawing significant representatives from the Horeca sector, specialized distribution channels, and the media. Attendees were treated to an immersive experience designed to deepen their appreciation of Morellino di Scansano PDO.
The event, with Morellino as its focal point, took place in two distinctive venues: Caravel and Bruno’s, a restaurant and cocktail bar respectively, both situated on a boat. During the first segment, Master of Wine Ray O’Connor guided guests through the nuances of the denomination, detailing the distinctive qualities of various Morellino di Scansano PDO wines, paired with specially prepared dishes.
The latter part of the event engaged the press and influencers, showcasing Morellino di Scansano’s versatility. Beyond being enjoyed on its own, the wine proved its adaptability in innovative mixology. The highlight was the London debut of ReWine, a Morellino-based cocktail crafted by Florentine bartender Julian Biondi.
“This event,” remarked Alessio Durazzi, Director of the Consortium, “has enabled us to advance our internationalization efforts in key markets such as the United States, Switzerland, and the United Kingdom. London is a city where consumption trends and fashions are born, making our presence in its restaurants, wine bars, and cocktail bars essential.”