VINITALY will design the pavillion of Italian wine at Expo Milano 2015
At Vinitaly 2014, the Minister of Agriculture, Food and Forestry, Maurizio Martina, has announced that the pavilion of Italian wine at Expo 2015 will be entrusted to Vinitaly and VeronaFiere
Vinitaly, an event of international reference in the wine industry organized by VeronaFiere, has been charged with the implementation and the management of the Wine Pavilion at Expo Milano 2015. The agreement was signed between the Italian Pavilion and VeronaFiere, less than a month after the signing of the Protocol by the Ministry of Agriculture, Food and Forestry, the Italian Pavilion and Expo 2015 S.p.A. (signed on March, 10th).
The Minister Maurizio Martina said: «The choice of Vinitaly is a choice of expertise, experience and professionalism, made with the awareness that it can provide to Italian wine an important and adequate representation in the context of Expo Milano 2015. Vinitaly is the event that more than any other has marked and accompanied the evolution of the wine nationally and internationally, contributing over the years to make of wine one of the most captivating and dynamic realities of the agricultural industry».
«Today’s agreement is important because another vital piece of Italian culture and production makes its entrance into the great mosaic of the Italian Pavilion at Expo 2015 – Diana Bracco, President of Expo 2015 SpA, added – In particular, wine is one of the crucial elements of our history and of our own identity. Vineyards are scattered throughout the peninsula and make the Italian wine sector unique in the world for its variety and quality. The Italian Pavilion will be the heart of the entire show, and the fact that the European Union itself has decided to locate its stand within it, close to the Italian wine, is a further opportunity of appeal: wine, therefore, will have the right primacy that it deserves».
The presient of VeronaFiere, Ettore Riello, said: «In virtue of the profound knowledge of VeronaFiere on the agri–food sector, we felt immediately the duty to offer to the country an opportunity to experience an important and strategic opportunity such as EXPO 2015, and we have found it in the Ministry of Agriculture, Food and Forestry, in Expo 2015 S.p.A. and in the representatives of the Italian Pavilion, interlocutors who, with equal sensitivity, demonstrated full understanding and attention towards the added value that can lead to the involvement of Vinitaly during the International Exhibition. Finally, I wish to emphasize that the position is a recognition to the entire Italian exhibition system".
«We will work with the specific aim of giving maximum and full representation of the industry, its history and identity and its potential, involving all the expressions of the supply chain, highlighting for each of them the determinant and the unique contribution that has made and will make to the Sector, in the context of specific topics that will enliven the Pavilion», Giovanni Mantovani, General Manager of VeronaFiere, concluded.
Strategic lines of the pavilion of wine? Here is the Scientific Committee
The processing of the strategic development plan and the definition of the project will be in the hands of the Scientific Committee, of forthcoming constitution. Alongside Diana Bracco, Commissioner General of the Section for the Italian Pavilion, and near Riccardo Cotarella (President of Assoenologi), the Committee will also be composed of: Piero Antinori, President of the Institute of Italian wine of quality – Grandi Marchi; Giovanni Mantovani, General Manager of Veronafiere; Ruenza Santandrea, President of the Cevico Group; Lamberto Vallarino Gancia, President of Federvini; Domenico Zonin, President of the Italian Wine Union; the Chairman of the Grand CRU Committee will be appointed by the assembly. In the committee will take part also: Raffaele Borriello, Deputy Head of Cabinet of the Ministry delegate EXPO 2015, as coordinator.
How will the wine pavilion at Expo 2015 be like?
The Wine Pavilion will cover an area of about 2,000 square meters and will be built in areas pertaining to the Italian Pavilion in the central square of the entire Expo area, where it will enjoy the highest visibility.
Vinitaly will work in concert with the Ministry of Agriculture, Food and Forestry, Italian Pavilion and Expo 2015 S.p.A. for the involvement of the whole Italian wine industry: from associations to large groups of producers, from the committees for distribution to parties that disseminate wine culture.
The Italian Wine Pavilion will tell the story and the cultural tradition of the sector, and there will be an area dedicated to the "first approach" to the world of our wine and for the millions of visitors there will be wine tasting spaces and masterclasses. There will be a strong involvement of producers and testimonials, and "food&wine" pairings in a specific area.
The wine tourism will have a particular role, with a special attention to local culture and to the Italian beauties linked to it.
There will be a strong use of technology to provide real virtual and interactive jouneys to the discovery of equipment, machinery and tools for the production, bottling and packaging of wine.
Moreover, visitors will be able, finally, to access the "Enoteca dei Vini Italiani" with its wine shop, for the direct sale of the packaged products, with delivery, merchandising and gadgets of wine and EXPO 2015.
Source: Cs Veronafiere