Category: News eventi en

From May 11 to 14, Area 39 organized a press tour on behalf of the Consorzio Vini Terre di Pisa, with the aim of strengthening its brand awareness in Northern European markets through the promotion of the Pisa area and its outstanding wine heritage.

Four Food & Wine journalists from Germany and Sweden took part in the initiative.

During the four-day immersive tour, the journalists had the opportunity to gain first-hand knowledge of the Consortium’s 14 member wineries through an average of four visits per day. The program focused on discovering the Terre di Pisa DOC through a variety of tasting experiences, enhanced by the pairing of local wines with regional gastronomy.

Throughout the visits, producers personally introduced their wines to the journalists through guided tastings, direct discussions, and in-depth insights into production techniques and the distinctive characteristics of their labels. The wineries also hosted lunches and dinners on their estates, offering the journalists an authentic experience of local cuisine paired with wines from the area. This represented a valuable opportunity to showcase not only the region’s winemaking excellence, but also the culture, identity, and hospitality that define the Terre di Pisa territory.

The wineries participating in the initiative were: Badia di Morrona, Beconcini, Castelvecchio, Fattoria di Fibbiano, Marina Romin, Podere Borgaruccio, Podere La Chiesa, Podere Pellicciano, Spazzavento, Tenute di Ghizzano, Uccelliera, Vallorsi, Varramista, and Villa Saletta.

The organization of this type of activity continues to prove highly strategic in promoting emerging wine regions and their products in international markets, fostering direct connections between local producers and foreign journalists.

From April 16th to 19th, Area 39 organized an incoming activity dedicated to the Consorzio Vini Terre di Pisa, with the aim of strengthening the international visibility of the territory and its outstanding wine production.

The initiative involved four wine professionals from Germany, Sweden, and Denmark.

Participants were invited to enjoy an immersive experience in the heart of the Pisan area. Over the course of four days, guests had the opportunity to explore the territory firsthand, meet local producers, and gain deeper insight into the identity of the wineries belonging to the Consortium. The rich and dynamic program featured 14 member wineries, with an average of four visits per day to vineyards and cellars.

Each appointment included guided tastings, direct exchanges with producers, and in-depth discussions on production techniques and wine characteristics. Special attention was also given to the food and wine experience: lunches and dinners were hosted within the wineries themselves, offering participants an authentic taste of local cuisine expertly paired with wines from the area. This represented a valuable opportunity to showcase not only the products, but also the culture and hospitality that distinguish the territory.

The wineries participating in the initiative were: Badia di Morrona, Beconcini, Castelvecchio, Fattoria di Fibbiano, Marina Romin, Podere Borgaruccio, Podere La Chiesa, Podere Pellicciano, Spazzavento, Tenute di Ghizzano, Uccelliera, Vallorsi, Varramista, and Villa Saletta.

The incoming initiative once again proved to be a strategic activity for promoting the territory on international markets, creating direct connections between local producers and foreign operators.

On March 25th and 27th, the prestigious settings of Signorvino in Milan and Rome hosted two exclusive events dedicated to the Consorzio Vini Terre di Pisa, curated and organized by Area 39.

The program of both days was designed to offer a complete immersive experience:

Masterclass: A technical in-depth session reserved for the press and wine journalists. Guided by Riccardo Gabriele, participants explored the distinctive features of the production area and the different stylistic expressions of the producers, with a special focus on vintages and the unique identity of each winery involved.

Walk-around Tasting: An informal and dynamic moment that allowed wine enthusiasts to connect directly with the producers. During the tasting, a selection of labels from the Consorzio Terre di Pisa was presented alongside a refined finger food menu created by Signorvino, carefully designed to enhance the wines being tasted.

These two events confirmed the strong public interest in boutique wine productions capable of telling authentic stories of territory and high quality. A sensory journey that further strengthened the positioning of Terre di Pisa within the landscape of Italy’s great wines.

During the 2025, Area 39 managed the coordination of the collateral activities for the European project D’Opera – Quality Heritage of Europe, a campaign celebrating two protected designations of origin: Valpolicella DOC and DOCG wines and Parmigiano Reggiano PDO cheese. The D’Opera project is promoted by the Consorzio per la Tutela dei Vini Valpolicella and the Consorzio del Parmigiano Reggiano. The program included stops in Düsseldorf, Rome, Milan, and Paris.

On the occasion of ProWein Düsseldorf 2025 (16–18 March 2025), the project welcomed more than 150 selected professionals.

The program featured:

• ● two trade fair workshops led by sommelier Claudia Stern, focused on pairing different Valpolicella labels with two aging varieties of Parmigiano Reggiano;;
  
• ● an exclusive Fuorisalone event at Hotel Schnellenburg, organized as a walk-around tasting, where guests had the opportunity to taste a selection of wines from the Valpolicella Consortium paired with 24-month-aged Parmigiano Reggiano.

These two events confirmed the strong interest of the German market in the excellence of Made in Italy products, with over 150 selected professionals taking part in the activities.

The event program: Rome, Milan, and Paris

On 20 October 2025 in Rome, at the Signorvino store in Piazza Barberini, two educational workshops and a walk-around tasting took place.

During the day, two workshops were held by food and wine critic Antonio Paolini together with expert taster Alessandro Stocchi from the Parmigiano Reggiano Consortium, involving a total of 25 participants including specialized press representatives and industry professionals.

The sessions addressed strategic topics for the wine and food sector, including the impact of climate change on production techniques — particularly on the evolution of the appassimento process — as well as changes in consumer behavior and public preferences in the wine market and in food pairings.

Starting at 6:30 PM, the walk-around tasting welcomed more than 100 qualified contacts among trade operators and industry journalists, offering an informal moment of tasting and networking between producers and food & wine professionals.

The initiative confirmed the effectiveness of the event’s digital promotion strategy, based on the direct distribution of invitations and dedicated communications via email to a targeted mailing list of industry operators and journalists. This activity achieved open rates exceeding 81%, a particularly significant result when compared to the average performance of email campaigns in the events sector, highlighting a high level of interest and engagement from the target audience.

In Milan, on 22 October 2025, at the Signorvino Wine Room in Via Dante, the project brought together around 40 professionals including press representatives and opinion leaders from the sector.

The sessions, moderated by Alessandro Torcoli, editor of Civiltà del Bere, explored the evolution of the appassimento technique and the versatility of Valpolicella DOC and Valpolicella Superiore wines.

The storytelling experience was enhanced by pairings with Parmigiano Reggiano aged up to 90 months, curated by Alessandro Stocchi, highlighting the complementarity between these two outstanding Italian excellences.

The tour further strengthened the project’s presence in France with an event held at Signorvino Paris on 29 October 2025.

Under the guidance of wine critic Gabrielle Vizzavona and Fabrice Gour, consultant specialized in the development of the French market for the Parmigiano Reggiano Consortium, two educational masterclasses led participants through a tasting journey featuring different Valpolicella wines paired with four aging stages of Parmigiano Reggiano (24, 48, 60, and 90 months).

The event concluded with a walk-around tasting involving journalists, local trade operators, and wine lovers, who had the opportunity to deepen their knowledge of the Consortium’s labels paired with 24-month Parmigiano Reggiano, receiving extremely positive feedback regarding both the quality of the selection and the overall experience.

The added value of Area 39

Area 39 ensured integrated operational management, coordinating every phase of the project: from defining the strategy and coordinating activities across different markets, to selecting venues and managing the organizational secretariat. It also oversaw the technical direction of the content, the engagement of high-profile speakers, as well as the final reporting and analysis of the results achieved.

A comprehensive approach that transformed each stop into a coherent, authoritative, and measurable experience.

Looking ahead

The continuation of the project in 2026–2027 represents an important step toward further strengthening the international positioning of the two denominations and enhancing dialogue with European trade professionals, media, and opinion leaders.

Area 39 will continue to provide its strategic and operational expertise to develop increasingly effective formats capable of generating added value for both the Consortia and the territories they represent.