Following the path launched in 2025, in 2026 Area 39 continued to manage the promotional activities related to the European project D’Opera Quality Heritage of Europe, a three-year campaign co-funded by the European Union and dedicated to promoting two outstanding products of the Italian agri-food heritage: Valpolicella DOC and DOCG Wines and Parmigiano Reggiano PDO.
Promoted by the Consorzio per la Tutela dei Vini Valpolicella and the Consorzio del Parmigiano Reggiano, the project aims to strengthen awareness of the two designations among industry professionals, the media and consumers in key European markets. The second year of the campaign focused on time as a value, a concept shared by the maturation process of Parmigiano Reggiano and the evolution of Valpolicella wines, which develop greater complexity, depth and character over time.
The Events Programme
The 2026 programme included events in Düsseldorf, Paris, Milan and Rome, featuring a series of workshops and walk-around tastings focused on exploring the relationship between the different expressions of Valpolicella and the various maturation stages of Parmigiano Reggiano.
The programme kicked off in Düsseldorf on 15 and 16 March, during ProWein 2026, with a walk-around tasting and two workshops. As part of a sensory journey, participants were invited to compare a range of Valpolicella wines with different maturation stages of Parmigiano Reggiano. The events were open to the press, industry professionals and wine lovers.
On 24 March, the project then arrived in Paris, at the Signorvino store in Place Saint-Michel. The next stop took place on 8 April in Milan, at the Signorvino Garibaldi venue. The tour finally concluded on 9 June in Rome, at the new Signorvino store in Largo dei Lombardi. The format allowed audiences to discover the different expressions of the designation, from Valpolicella DOC and Valpolicella Ripasso DOC to Amarone della Valpolicella DOCG, while exploring pairing opportunities with one of the most iconic products of Italian culinary tradition.
Across these four stops, Area 39 developed and managed a promotional and educational journey bringing together territory, outstanding products and gastronomic culture, while strengthening the narrative of Made in Italy both nationally and internationally.
The 2026 activities represent the second chapter of a three-year programme that will continue in 2027, further promoting the values of quality, authenticity and connection to the territory shared by Valpolicella DOC and DOCG Wines and Parmigiano Reggiano PDO.
