Wow effect for the Piedmont of Wine

At the 69th National Congress of Oenologists, the bet is on the Piedmont of wine with the "Wow Effect".


Lamberto Vallarino Gancia has launched the "Wow Effect" for Expo 2015, the objective to which everyone looks like a great opportunity: «Piedmont is a short walk from the venue. We have to bring foreigners to know our reality, in the vineyards, in wineries. We should let them wonder, tell them the land, the history and the culture of our product».

The "storytelling", the story of the wine, is one of the objectives of another illustrious Piedmontese, Oscar Farinetti, patron of Eataly. He adds: «Narrative is one of the key points, we have to learn from our French neighbors. We are not able to enforce and enhance what we have and what surrounds us. An example? In Piedmont, near Turin, there is the magnificent castle of Moncalieri, but the only indication in the vicinity is a panel indicating the electronic speed control. If we want to overcome all these obstacles we have to create a different scenario and go faster. The current and future generations, who want to dedicate themselves to the wine industry, must study hard to understand the complexity of the world».