The latest edition of Rosso Morellino 2025 was a success. Conceived by the Consorzio Tutela Morellino di Scansano, the event brought energy to the Maremma region, offering two vibrant days designed to celebrate Morellino di Scansano DOCG — an authentic expression of Sangiovese from the Tyrrhenian coast.
Producers, the media, opinion leaders and institutions came together to explore the identity, present situation and future of this important Tuscan appellation. The aim was to present a modern and engaging image of a wine that now embodies sustainability, consistency, and the capacity to connect with international audiences.
ZedComm managed the organisation and communication strategy of the event. Wine journalists, influencers and key opinion leaders were invited to participate in the event and help craft an authentic and compelling narrative for Morellino di Scansano. There was no shortage of innovation. Original Morellino-based cocktails created by the renowned bartender Julian Biondi added a creative twist to the tasting experience. A ‘bike & wine’ journey organised in collaboration with InGravel — a cycling tourism event crossing the iconic white roads of Maremma in September — offered a fresh perspective on the region, incorporating the sea as a central narrative element.
Key partners also played an important role. Porsche Firenze, Repower, TeamSystem and the Parco della Maremma added value to the event. Though they are active in diverse sectors, they all share a unified vision: to promote wine as a vital part of a larger ecosystem that includes culture, the environment, sustainable mobility and innovation. Rosso Morellino 2025 has thus confirmed itself as more than just an industry event; it is also a true laboratory for new ideas that will shape the future of Italian wine. The event provided an opportunity to present Morellino di Scansano in a more experiential way, combining territory, tourism, sustainability, and lifestyle.