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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.

The use of business management softwares, designed to simplify business operations, has become crucial for companies who want to optimize production and sales management.

These work tools stand out for their clear interface and flexible organization, adaptable to specific business needs.

The implementation of management softwares has played a crucial role in enhancing efficiency and work organization, bringing significant benefits:

Operational efficiency: speeding up activities, reducing costs and work time

Efficient document management: archiving without the need for physical space

Improved security standards: reduction of human errors

Advanced analysis and reporting: enabling detailed analyses and business strategy

Remote access: allowing access to information from various devices and locations

Department integration: simplifying information sharing between various departments

Environmental sustainability: reducing the use of paper documents, contributing to sustainability.

In this perspective, Area 39 has created their easyFair platform in order to automate the management of organizational aspects related to international trade shows.

Thanks to this platform, companies can access Area 39’s trade show calendar, make decisions about participation, receive and sign contracts, and manage the entire process of document transfer and archiving through the same platform, in a simplified, fast, and efficient process.

Access easyFair to view Area 39’s trade show calendar: https://easyfair.cloud/

Destination Lugana, the event promoted by the Consorzio Tutela Lugana DOC in collaboration with Area 39, took an audience of trade professionals and lovers of the Lugana appellation on an exciting trip to New York

woman reading the Destination Lugana brochure

During two weeks in June 2023, several activities focused on the Lugana appellation were organized, involving a wide range of participants, including journalists, specialized operators, end consumers and restaurateurs.

These activities included an official launch presentation of the event, guided dinners and master classes at 6 restaurants e 4 private clubs in the Manhattan area, and a final rooftop event.

people enjoying Destination Lugana event

The events, involving individual producers, focused on the promotion of Lugana as an immersive travel experienceio for the US market operators, from meeting producers in NYC to visiting production sites around Garda Lake.

19 members companies of the Consortium joined the program, offering to the US guests different angles of their appellation. Altogether with promoting the concepts of freshness, conviviality and sense of travel associated with Lugana, with the goal of strengthening its presence and appreciation in the U.S. market.

👉🏻 Scopri il video completo dell’evento nel nostro canale YouTube

The 10th edition of Vinexpo Asia was held at the Marina Bay Sands in Singapore from May 23-25, 2023. As one of the leading international events in the wine & spirits industry in Asia, the event welcomed thousands of international industry professionals.

With more than 1,000 exhibitors from 35 countries, including the United States, France, Spain, Italy and Australia, the show offered a relevant overview of trends and innovations in the world of premium beverages.

During the three-day fair, more than 8,000 visitors and industry professionals crowded the exhibition spaces, coming from a wide range of Asian countries, including China, South Korea, Malaysia, Indonesia, Thailand, Vietnam, Taiwan and Japan.

With nearly 10,000 industry professionals from 64 countries, 80 percent of whom belong to the Trade & Retail sector and the remaining 20 percent represented by media, educational bodies and organizing institutions, Vinexpo Asia confirmed its relevance on the agenda of wine and spirits professionals worldwide.

The numbers of the 2023 edition

1,000 exhibitors from 35 countries

8,000 visitors from 64 countries

Area 39 was at the event with a collective of 21 companies in a 130-square-meter space in Hall K 031. Inside the booth, producers and their guests enjoyed a premium Italian catering service.

The 2024 edition of Vinexpo Asia will move to Hong Kong, at the Hong Kong Convention and Exhibition Centre (HKCEC) from May 28-30, where Area 39 will be present in Hall 1 – F280 with a 112 square-meter collective and 13 participating wineries.

We would like to thank the wineries that chose Area 39 for this event: Allegrini, Angelini, Arnaldo Caprai, Bellavista, Ca’ del Sette, Casa Vinicola Sartori, Feudi San Gregorio, Fontanafredda, Frescobaldi, ISWA, Italo Cescon, Le Contesse, Mazzei, Monte del Frà, Paladin, Planeta, Santa Margherita, Sutto, Torrevento, Villa Sandi and Villanova.

We look forward to seeing you at our upcoming events.

👉🏼 Check out the video of the event on our YouTube channel

The 31st edition of Benvenuto Brunello, organized by the Consorzio del Vino Brunello di Montalcino in collaboration with Area 39, went international.

The event was held simultaneously on November 17, 2022, in the cities of New York, Los Angeles, and Toronto, with each city hosting 68 member wineries from the Montalcino area, who offered the participants a preview tasting of their 2018 Brunello and 2017 Brunello Riserva vintages.

The day was divided into two tasting sessions – each led by an expert moderator – exclusive for a selected audience of trade and media professionals.

Brunello di Montalcino and Brunello di Montalcino Riserva bottles

The tastings were held in prestigious locations – the Metropolitan Pavilion in New York City, the Liberty Grand in Toronto, and Mr. C in Los Angeles.

The international resonance of the event helped consolidate the reputation of Brunello di Montalcino as one of the most appreciated and recognized wines in the world.

👉🏻 Scopri il video completo dell’evento nel nostro canale Youtube

Brunello Week in New York, organized by Area 39 for the Consorzio del Vino Brunello di Montalcino, has successfully begun. 41 restaurants between Manhattan and Brooklyn for one week (June 14-20) will promote Montalcino wines, Rosso and Brunello, to their guests by offering specially designed menus.

Also involved are two Private Clubs, the Soho House and the Core Club , where tastings and events will be held for the exclusive promotion of Rosso di Montalcino.

Brunello Week is the last part of the Finally Brunello project that Area 39 designed and conducted from March to June 2021 in New York. The project included several activities (tasting, press lunch, educational webinar, influencer marketing activities, adv, pr) with the common goal of increasing the awareness of the promoted appellations among consumers.

More information can be found at Finally Brunello