18 MAGNUMS OF THE “PREMIUM LABELS” OF ITALIAN WINE ARE WORTH 80,000 DOLLARS. RECORD AUCTION (WITH ALL EARNINGS DONATED TO CHARITY) IN CANADA, A MARKET THAT IS BECOMING INCREASINGLY POPULAR

The 80,000 Canadian dollars recently earned in an auctioning of 18 magnum-sized bottles (each one from a different Italian winery, signed and delivered directly from producers) will be donated as scholarship funds for Canadian students enrolled in Italian cooking courses at the Institut de Turisme et d'Otellerie du Quebec, the most important school for tourism in Canada.
The names of the wines? Alois Lageder, Gaja, Michele Chiarlo, Pio Cesare, Ca' del Bosco, Carpenè Malvolti, Masi, Jermann, Antinori, Biondi Santi, Tenute Ambrogio e Giovanni Folonari, Tenuta San Guido, Umani Ronchi, Lungarotti, Mastroberardino, Rivera, Donnafugata, and Tasca d'Almerita.
“The decision to do this auction” – explained Piero Antinori, president of the Premium Brands Institute (www.istitutograndimarchi.it), in an interview with WineNews – “is part of a large plan by the Premium Brands Institute to popularize Italian wine and cuisine throughout the world.
Students will have the opportunity to come to Italy in order to learn, close up, about the production and characteristics of the primary materials of Italian cuisine. They will also be invited to visit our wineries to offer the possibility of learning the history, the tradition and the elevated quality of Italian wine that, in Canada, as in the world, is one of the elements that best represents the ‘Italian Lifestyle’”.
The auction was, therefore, an “event within an event”. It was held in both Toronto and Montreal during a wine tasting event organized in collaboration with LCBO (Liquor Control Board of Ontario) and the Vintages shops.
The next important appointment for the “Premium Labels” group will be in Asia: Seoul (which represents 77% of total consumption, and has enormous development possibilities), and Korea are the most anticipated events thanks to special promotions in collaboration with Marriot Hotel.