120 Italian and foreign journalists for 300 labels: ABRUZZO WINE EXPERIENCE.
The Consorzio Tutela VIni d’Abruzzo, for the third consecutive year, has organized – from 6 to 8 June – the Abruzzo Wine Experience: five days of tastings to discover the oenological Abruzzo, including natural beauty, food, wine cellars and a Grand Tasting that this year was held in the beautiful Palazzo d’Avalos in Vasto, with over 300 labels being tasting. Zed-Comm has been entrusted with the task of inviting and managing the Italian and European press with the aim of reporting on the new vintages of all the Consortium’s member wineries, the new projects linked to the Consortium, and the Abruzzo region, which increasingly wants to establish itself as a destination not only for wine but also for tourism and culture.
Work began on this major project at the beginning of 2022, identifying the journalists most in line with the communication strategy approved by the Consozio. Target audience: obviously the most important trade press (Italian and European), but also journalists linked to more lifestyle stories to be able to talk not only about the oenological aspect, but also about all the other facets of the territory. Zed-Comm also supported the Consorzio in managing a number of suppliers in order to better organize the guest’s travel and the stay, working in synergy with other agencies in the sector to reach the final goal of hosting about 120 journalists from all over the world.Ad hoc invitations for the press were created, an intense recall activity was carried out and our team supported the customer every day: from tastings, to institutional moments, with one-to-one interviews with the protagonists of Abruzzo wine-growing, up to dinners with wines paired with the creations of the most important local chefs and guided tours of the wineries. After the event, an extensive press kit was produced and sent to everyone, allowing the press report – from various points of view – on the experience and the news in the glass on all the most important media.During the event a moment was also dedicated to the award of the international journalistic competition “Words of Wine”, now in its sixth edition, and to that of Montepulciano d’Abruzzo by the glass 2021, with the presentation of the prizes to two Japanese restaurateurs who obtained the best sales results of Montepulciano d’Abruzzo in their country.
It was possible to make international opinion leaders understand the extraordinary growth in the quality level of Abruzzo wines. The guests – with this project – were able to follow that common thread that binds wine, territory, culture and traditions in Abruzzo.Territorial promotion, for a region like Abruzzo, which although very small is a concentrate of natural beauties physically close, but extreme in their manifestation, ranging from the sea to the high mountains, from the sweetness of the coasts to the wild woods of the interior, is the strategy that more than any other can give maximum value to the territory, with a return for all producers.