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Allegrini 2018
WINE AND FASHION

Not only Milan, but the Vendemmia of Montenapoleone also conquers Rome and focuses on Shanghai

The meeting between fashion brands and the wine excellence of Italy becomes an “export” format, which looks at China and the USA

Within the concept of “Italian lifestyle”, the presence of wine, in its declinations of excellence, is a fact, along with fashion, design and, more generally, luxury, which has made Italy great in the world, from the U.S., now a few decades ago, to China, where the Italian brands, especially fashion, overflow from the windows of malls. The marriage between fashion and wine, which took place ten years ago, was an ambitious one at the time and is now decidedly solid: the Vendemmia of Montenapoleone, which in Milan today involves as many as 150 shops in seven historic streets of the quadrilateral, and as many wine labels, thanks to the direction of Montenapoleone District, the association of traders in the fashion district, led by Guglielmo Miani, who tells WineNews about an “event that wants to become more and more international, that can attract a foreign clientele to live a unique experience in Milan”. But that’s not all, because in 2017 the Milanese format landed in Rome, thanks to the support of the Via Condotti association, where it returns from 14 to 20 October with an exceptional partnership, that with “Gambero Rosso”, which just today presented its “Wine Weeks” (from 14 to 28 October).
However, combining the great brands of fashion with the excellence of wine is not an operation destined to remain within the Italian borders. The potential of such a format, on foreign markets, is evident, and Miani is well aware of this, pointing straight at China. “The desire to go to Shanghai with the Vendemmia is precisely to make Italian wines known to the Chinese through an experience that can become a spur to discover the production of the Belpaese and perhaps to come and live a food and wine experience in Italy”. We won’t have to wait long, because “in March 2020 we’ll do the first Vendemmia di Montenapoleone in Shanghai, it can become a format to take around, starting from China, where they are hungry for Italian lifestyle, with the dual aim of increasing imports of Italian wine in the Dragon, on the one hand, and bringing Chinese big spenders to Italy, on the other”. There will be the launch in the USA, a fundamental market for Italian wine, which for some time now, however, has been struggling to grow...

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