The “Italian Wine - Taste the Passion” campaign by Ice

417 million impressions in the various channels, from digital to industry magazines such as “Wine Spectator” or “Wine Enthusiast”, among many others, in addition to 7 million views on monitors in taxis in New York and Chicago. These numbers relate the level of success of the first phase of “Italian Wine - Taste the Passion”, the institutional promotional campaign developed by ICE to grow knowledge about the Italian wine business, in the broader “Progetto Vino Usa”, established together with the supply chain represented by Federvini, Unione Italiana Vini and Federdoc. The structure of the campaign (the second phase will take place from September through December, the most important period for the wine trade), includes communication activities, training for professionals in the sector (importers, distributors, sommeliers and sales staff in wine stores), the launch of the portal www.extraordinaryitalianwine.us, as well as support for “Newcomers”, i.e., companies that still do not export to the US. In addition, it will spread promotion and agreements in restaurants and retail stores to increase the visibility and presence of Italian wine on US shelves, and of course, incoming activities.