Author: Area 39

In 2025, Area 39 has planned and implemented a series of bespoke events for Avignonesi winery, located in Montepulciano, launching a promotional tour across the United States with initial stops in Texas’ two major cities, Dallas and Houston, followed by New York.

The journey began in Dallas with a debut masterclass at Eataly, the premier destination for Italian food and wine excellence.

Following the Dallas events, Avignonesi continued its Texan tour in Houston, the state’s largest city, where the masterclass format was replicated within Pappas Bros’ renowned steakhouse.

The tour’s third leg took place in New York, featuring two exclusive events in evocative locations, paired lunch at the Peak and a conversation on Sangiovese guided by Jeff Porter at Il buco Alimentari & vineria, both dedicated to a selected audience of trade & media operators.

The program also integrated strategic advertising activities, selecting the most influential wine publications to ensure broad visibility, marketing opportunities, and global market insights.

Detailed Program:

Offline Activities:

  • Masterclass and Wine Lunch at Eataly, Dallas
  • Masterclass and Wine Lunch at Pappas Bros. Steakhouse, Houston
  • Wine Lunch at The Peak, New York
  • Wine Dinner at Il Buco Alimentari & Vineria, New York

Advertising Activities:

  • Web banners on Wine Spectator and Wine Enthusiast websites
  • Instagram Stories and Reels on the Wine Spectator official profile
  • Wine Spectator Newsletter features
  • Dedicated Wine Enthusiast email blasts
  • Features on the Wine Enthusiast Podcast

This itinerary focused on the primary U.S. hubs for the wine business, aiming to engage a global audience of trade & media operators, elevate the brand on the international stage, and connect with key distributors, sommeliers, and buyers.

Area 39 is proud to have conceived and managed every detail of this project.

In 2025 Area 39 designed and implemented a series of events for Avignonesi winery, located in Montepulciano. Promotional activities have been launched across the United Kingdom, with a specific focus on London city, aimed at raising awareness and enhancing the prestige of the estate’s flagship wines.

The project combines advertising initiatives with high-profile events and masterclasses.

Detailed program:

Advertising Activities:

  • Newsletter on The Drinks Business
  • Social media posts across The World of Fine Wine’s Facebook, Instagram, Twitter, and LinkedIn accounts
  • Press release distribution
  • Social media posts on the TLA International Ltd Instagram profile
  • Web banners and newsletters on Decanter

Offline Activities:

  • Guided Masterclass at the Decanter Tasting Room, London
  • Aperitivo and Wine Dinner at Carousel, London

This project has aimed to actively engage selected trade & media operators through an integrated online-to-offline strategy.

Area 39 is proud to have conceived and managed every detail of this project.

In September 2025, Area 39 brought the excellence of Italian wines on tour to Shanghai and Guangzhou, with four exclusive events dedicated to B2B industry professionals.

On September 16, a masterclass focused on Italian wines was held at the Swissôtel Grand Hotel in Shanghai, aimed at Chinese buyers, restaurateurs and importers. The tasting, led by wine expert Sabina Yang, gave participants the opportunity to explore the characteristics of the wines, their territories of origin, and the winemaking methods behind them.

On the same day, an exclusive wine dinner took place in a private room of the hotel, where traditional Chinese dishes were paired with a selection of Italian wines. The event offered a refined food and wine journey, highlighting newly found harmonies between local cuisine and Italian wine, while fostering meaningful exchange among industry professionals.

On September 18, a technical masterclass dedicated to the promotion of Italian wines and again led by Sabina Yang, was held at the Guangzhou Zhengjia Plaza Marriott Hotel, targeting local trade operators. As a strategic commercial hub, Guangzhou provided the ideal setting to showcase the featured labels and strengthen B2B relationships.

Later that day, Sabina Yang led a wine dinner featuring pairings of Chinese dishes, presenting the wines, their territories and the producers’ philosophies. The event confirmed the interest of the Chinese market in authentic wines, closely linked to specific Italian terroirs.

All events carefully selected industry professionals, interested in discovering and importing the best of Made in Italy. The tour marks a new step forward for Area 39 and strengthens the growth prospects of Italian wines in China, enhancing their quality, tradition and strong territorial identity.

Area 39 would like to thank the wineries Belpoggio, Bosco Malera and Giodo for organizing these events with us.

From May 27 to 29, Area 39 participated in the 2025 edition of Vinexpo Asia – Singapore with a 100 sqm exhibition area, located in Hall B2 – Stand D093, confirming its role as a key player in the international promotion of Italian wine.

The event welcomed 8,998 professional visitors from over 60 countries and hosted 900 international exhibitors. The Singapore edition highlighted the increasing strategic relevance of Southeast Asia in the global alcoholic beverage market. Countries such as Thailand, Vietnam, Malaysia, Indonesia, and the Philippines — all ASEAN members — are emerging as strategic markets, driven by population growth and ambitious economic development programs.

2025 key figures:

8,998 professional visitors

900 international exhibitors

During the fair, more than 4,000 B2B meetings were booked through the Vinexposium business matching platform, a tool widely appreciated by exhibitors for its effectiveness in generating high-quality business contacts and supporting the planning of targeted business agendas.

Vinexpo Asia also stood out for its strong institutional presence, thanks to the participation of ambassadors and government representatives from numerous countries — a clear sign of the growing emphasis on international cooperation within the wine sector.

Area 39 would like to thank the 9 companies that chose to be part of our collective:

Angelini Wines & Estates, Bosco Viticultori, CM WineVision, Terre Cevico, Gruppo Italiano Vini, Losito e Guarini, Marchesi di Barolo, Montelvini, Zonin 1821

Watch the Instagram Reel of the event www.instagram.com/Area39eventi

From May 7th to 8th, 2025, Area 39 took part in the 2025 edition of Vinexpo America, which was held for the first time in Miami. Our presence included a 20 sqm exhibition space located in Pavilion D – Booth G1415.

Vinexpo America 2025 welcomed 2,106 wine & spirits professionals from 46 countries and hosted over 1,000 B2B meetings facilitated through Vinexposium’s official business matching platform.

The presence of buyers and trade professionals from Central America, Latin America, and the Caribbean was particularly significant, representing 40% of total visitors. The fair was also attended by delegations from Brazil, Mexico, Puerto Rico, and other emerging markets, confirming the event’s strategic relevance as a key hub for wine across the Americas.

Vinexpo America stood out for the quality and diversity of its attendees, especially distributors and HORECA professionals from across the continent, with strong representation from the United States—underscoring the growing interest of the U.S. market in internationally focused events.

2025 key figures:

2.106 professional visitors

1.000 B2B meetings

Latin America played a central role as well, with buyers attending from Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Puerto Rico, further highlighting the increasing importance of this region for global wine and spirits producers.

The 2025 edition also featured a wide variety of exhibitors, including emerging players alongside well-established wine-producing regions such as Italy, France, Spain, and Portugal.

Vinexpo America Miami 2025

Area 39 would like to extend its sincere thanks to the companies that chose to be part of our collective booth:

Tenute Piccini with the Geografico brand, and Montelvini.

Scopri il reel della Watch the Instagram Reel of the event

https://www.instagram.com/p/DJor-KntG5u

From May 5th to 8th, 2025, Area 39 managed the participation of the Bio Venezia District in the 20th edition of TuttoFood Milan, one of the leading international trade fairs for the agri-food sector, held at the Rho exhibition center.

The 2025 edition recorded over 95,000 professional visitors, 25% of whom came from abroad, highlighting the event’s growing importance on a global scale. The fair featured 4,700 exhibitors spread across 10 pavilions of the exhibition district, with a significant international presence: 25% of the exhibiting companies came from 70 countries, ranging from Albania to Uzbekistan.

2025 key figures:

95,000 professional visitors

4,700 exhibitors

Area 39 supported the Bio Venezia District at every stage of the project, coordinating the entire organizational process and providing comprehensive operational support. Specifically, the team handled:

• Management of relations with the fair authority and suppliers

• Organizational secretariat

• Stand setup and on-site support for the operational team

 

A full-service approach designed to best enhance the identity of the District and its associated companies, in a strategic context for meeting new buyers and strengthening professional networking.

For 2025, Area 39 has designed and planned a series of events aimed at continuing the work carried out in 2024 alongside Avignonesi, the historic winery in Montepulciano. The key novelty this year is the introduction of a structured incoming program targeted at foreign press, particularly journalists from the United States and the United Kingdom.

The project includes four events scheduled between April and September 2025, during which guests will have the opportunity to discover the winery, its wines, and the surrounding territory up close.

The first of these incoming events has just concluded, hosted at the Tenuta Le Capezzine. During the week leading up to Easter, the winery welcomed two American journalists for an authentic Tuscan Experience between Montepulciano and Cortona.

The program included:

  • • Guided tours of the wonders of Val di Chiana and Val d’Orcia
  • • A guided winery tour
  • • A cooking class featuring traditional Tuscan dishes
  • • Vertical tastings of Avignonesi wines
  • • Moments of relaxation at local thermal spas
  • • A goldsmithing workshop

An immersive experience designed to authentically convey the essence of Avignonesi, its values, and its deep bond with the land.

Area 39 is proud to have conceived and curated every detail of this project.

Area 39 participated in the 31st edition of ProWein Düsseldorf, with a 100 sqm space located in Hall 15, Stand C06.

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The event recorded the participation of:

42,000 visitors from 128 countries

4,200 exhibitors from 65 nations

Despite the generally negative atmosphere preceding the start of this edition of the fair, the event proved to be a strategic opportunity for Italian companies, particularly relevant for the German, Scandinavian, and Central European markets, such as Belgium and the Netherlands.




Area 39 would like to thank the 9 companies that chose to be part of our collective:

Cantina Produttori Cormòns, Casale del Giglio, Leone Alato, Marilisa Allegrini, Montelvini, Seiterre Viticoltori dal 1877, Speri, Sutto Wine, Tenimenti Civa

On March 10th, Area 39, in collaboration with Avignonesi, organized a full day of tastings and activities to celebrate the Classica distribution and the wines in its portfolio.

The event took place in the heart of Tuscany, at Avignonesi’s Le Capezzine Estate, halfway between the towns of Montepulciano and Cortona. Around 600 participants enjoyed an immersive experience through the wines from the Classica distribution, paired with regional food and fun activities.
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A walk-around tasting in a fairy-tale setting, where attendees had the opportunity to taste wines from 23 wineries in the Classica portfolio, coming from various European countries and Italian regions, all paired with food stations designed to perfectly complement the wines. In addition to the variety of wines and gastronomic offerings, participants engaged in a series of fun activities, winning delicious prizes and unique experiences directly from the participating wineries.

Area 39 participated in the 6th edition of Wine Paris, with a 750 sqm area within the Italian Pavilion, located in Hall 6.

The event recorded 52,622 visitors from 154 countries, confirming the growing importance of this
fair for the global wine industry. Wine Paris thus remains a unique opportunity for networking, idea exchange, and growth, where the latest market trends and industry innovations are highlighted.


Taking a closer look at the situation of Italian exhibitors, the Italian Pavilion saw significant expansion both in terms of space and attendance, with 5,271 exhibitors compared to 4,074 in the 2024 edition.
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Area 39 would like to express sincere thanks to the 30 companies and 5 Consortia representing the wine excellences of various Italian regions, who chose to be part of our collective, bringing the authenticity and quality of our region to the French capital.

Antiche Masseria Jorche, Astoria Wines, Barollo, Barone Ricasoli S.p.A. Agricola, Bersano Winery, Cantina Produttori Cormons, Casa Paladin, Corte Moschina, Famiglia Cecchi, Fantinel, Fuligni, Gabe Tenute&Selezioni, Giacomo Grimaldi, La Cantina Pizzolato, Le Colture Valdobbiadene, Le Tenute del Leone Alato, Losito Guarini, Montelvini, Paolo Scavino, Prosit Group, San Felice Toscana A.D. 714, Sutto Family, Tenimenti Civa, Tenuta il Quinto
Tenute del Cerro, Terre Cevico Soc. Coop Agricola, Vinicola Tombacco, Viticoltori Ponte

Consorzio del Vino Nobile di Montepulciano
Consorzio Vini Venezia
Consorzio Vini Terre di Pisa
Consorzio dei Vignaioli delle Marche

Consorzio Italia del Vino