“Italian Wine - Taste the Passion”

For years, the Italian wine world has been asking for a global promotion campaign, linking high quality Italian wines to other aspects of the Italian life style, which the whole world loves, as well as to landscape, history, design, and so on. The call has finally been answered by the foreign trade institute, ICE, starting in the US (8 million euros will initially be invested, increasing to 20 within three years), but also looking towards China (3 million euros) with “Italian Wine - Taste the Passion”. The campaign starts with “the objective of confirming an exclusive and aspirational positioning of Italian wines. Made in Italy wine”, said ICE, “is associated to experiences of high symbolic content, linked to cultural and territorial contexts, lifestyle expressing Italian excellence and uniqueness” (https://goo.gl/M7KYxu).