MILAN-CORTINA: BOTTEGA (PROSECCO) 'A FORMIDABLE DRIVE FOR LOMBARDY AND VENETO WINE BRANDS'

In particular, in the towns where the competition facilities are located: from Valtellina wines such as Sforzato or Valtellina Superiore, to wines from the areas bordering the Belluno Dolomites such as our Prosecco, Amarone della Valpolicella and Pinot Grigio delle Venezie”, commented the Veneto wine entrepreneur Sandro Bottega, famous for his iconic Prosecco , in the run-up to the opening ceremony of the Milan-Cortina Olympics. It is estimated that the Milan-Cortina 2026 Olympics will generate an economic impact of over 5 billion euros (divided into infrastructure investments, immediate tourist spending and long-term tourism-related activities in the 12-18 months after the event) , offering brands global visibility (3 billion expected audience) and the opportunity to associate their values with sustainability, innovation and "Italianness" (Source: Banca Ifis). The entrepreneur Bottega then continued : Hosting the Olympic Games is always a great publicity stunt, not only for the venues hosting the competitions, but for the entire country. Controversy over the costs and usefulness of infrastructure has always been rife at every level, however, it is important that accurate reporting at every level (state, regions, municipalities) be conducted rigorously in the years to come, to verify the benefits for local communities and the environmental impact. The money invested must be well spent, since it comes from tax revenue—that is, from the sacrifices of those who work and pay taxes, not to mention the construction projects—and will ultimately benefit everyone, unfortunately even those who evade and don't pay taxes. The Olympics create immediate global visibility, which must be leveraged to entice travelers and tourists to visit not only Milan, Cortina, and Valtellina, but also the surrounding areas, creating new itineraries, ad hoc events, and large-scale events. Another immediate goal is to deseasonalize arrivals, considering that, beyond the During peak seasons, accommodations can operate year-round, and those who arrive at other times can enjoy greater tranquility and better services. Indeed, the Italian mountains have so much to offer even in autumn and spring. The Olympics are an opportunity to highlight that sport, which for many years has not been limited to football, is an Italian excellence in many disciplines, including winter sports, and contributes to increasing the appeal of our country. I also hope that the Olympic spirit offers food for thought in the difficult historical moment we are experiencing, and that brotherhood between peoples and healthy competition return to being shared values. The snow that has fallen in recent days bodes well for the success of the Games and for the Italian athletes, to whom I extend my best wishes,” concluded Venetian wine entrepreneur Sandro Bottega, famous worldwide for his iconic Prosecco .