A collaboration protocol to promote the territory in all its aspects, with particular regard to wine-growing and wine tourism. This is the agreement signed today at the Regional Wine Shop in Broni (PV) by Lombardy's Regional Councillor for Agriculture, Food and Green Systems Fabio Rolfi and the presidents of Ascovilo and the Federation of Lombardy Wine and Food Trails, Giovanna Prandini and Gianni Boselli.

All the provinces need a single direction to promote their territories through wine and typical products, focusing on quality and services, with specific initiatives, studies and planning, involving other territorial bodies, said Lombardy Regional Councillor for Agriculture, Food and Green Systems Fabio Rolfi. Our wines are increasingly appreciated abroad. Exports are growing at a double-digit rate every year, and we must use our excellence as a means of attracting our beauty.

The agreement signed also envisages the possibility of setting up temporary shops or workshops/enotheques and synergic activities (communication and press), participating in calls for tenders or competitions on a joint basis as well as drawing up joint plans and projects. A working commission will be set up for organisational and advisory purposes to interface with bodies and associations.

The signing of this agreement is a historic occasion for the whole territory, represented by the 13 consortia for the protection of Lombardy wines. Having a unified voice means better promotion of wines and wine tourism, adds Giovanna Prandini, president of Ascovilo. We believed in this result, creating a concrete project and collaborating at all institutional levels to find unity of intent. Wine can be an instrument of promotion, tourism and environmental enhancement. Lombardy cannot and must not take it for granted that it is recognised as an excellence: if the consumer does not experience tasting, he does not have all the elements to make his purchasing decisions. We must seize all useful post-pandemic opportunities to re-establish a dialogue with customers in restaurants and wine shops, in the squares, markets, historic buildings in our area, and at trade fairs.

The Roads of Wines and Tastes have enormous potential in the promotion of Lombardy's territories, adds Gianni Boselli, president of the federation of Lombardy's Roads of Wines and Tastes. This global agreement has been implemented following a first positive experience in the Oltrepò Pavese area. We have territories rich in history, culture and typical products of extraordinary quality. We need to make the most of these aspects in economic terms too.

The comment of Gilda Fugazza president of the Consorzio Tutela Vini Oltrepò Pavese: We are engaged in a promotional tour that could be called the sustainable awareness of the value of our appellations. All of them: from the bubbles that are making their way riding the magic moment of the success of the "Italian Sparkling Land," to Riesling "typical," to the Bonarda of the smile, to the reds of great character and elegance of a great grape variety like Pinot nero.

We are sparkling and still for every taste and those who try us for the first time are surprised by our biodiversity which is real and in the glasses we are having tasted. From the Slow Wine Tour USA to the next event in Los Angeles with I Tre Bicchieri del Gambero Rosso, to the Italian masterclasses, the first one held a week ago in Verona with 60 AIS sommeliers was a success and we have requests every month... We will go to the most important wine events communicating also "wine with" and it is an exciting project together with Grana Padano and the wonderful wines of Lombardy. It istruly an international year for our denominations, starting with the States, but there will also be other destinations including Japan.

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Gilda Fugazza, Valeria Radici Odero and Giovanna Prandini

But it is also an Italian and sustainable year for the promotion of local tourism. Wine tourism, above all, which has already given us great satisfaction, in unsuspected times (see post lockdown). Then we go!
Discover Oltrepò wines,
as our brand abbassadors say, is currently busy in the States with over 500 importers, distributors, restaurateurs and the press, in the 5 walk around tastings and various masterclasses...

Carlo Veronese sends us positive feedback and Susannah Gold, another brand ambassador, is already enchanting journalists in New York with our story and our "new" proposal with meetings and masterclasses, a proposal that meets the taste of a market more aware and culturally prepared to open up to the novelties of our beautiful country and our special Lombardy.

Valeria Radici Odero, Consorzio TVOP delegate on the Wine and Dine Route, producer and standard-bearer for the area with the Frecciarossa winery, said: The wine route and all the routes for promoting our Oltrepo Pavese appellations come together to promote "as a team" an area that still has a lot to tell and give, ready to welcome new curious and knowledgeable wine tourists, attentive to our biodiversity and the still authentic character of our wines.

Working as a team and paying attention to the "new traveller", whether Italian or foreign (who we hope will soon be back), is as much a priority as making good wine, which we will make them taste in the right contexts, winning them over in all senses: from taste to the beauty of our places and hills.