Siena: from wine a path of value that involves the great Italian brands, we talk about it at BE.COME
A new generationion of event on the world of Italian wine that can support
the evolution of the sector e investigate the new generation of international consumers starting from one of its territories of excellence, the Tuscany. IOn 27 and 28 November in Siena, BE.COME proposes itselfand come an experience aica that starts from wine and talks about art, fashion, design and sustainability through a dialogue open and multisectoral among the Italian excellences.
The project BECOME is proposed as a club formula event dedicated to the world
of the wine production of excellence of the Tuscan territory, which they have always produced
wines capable of showing a distinctive interpretation of production value
Italian winemaking, from Supertuscans to contemporary IGTs to reach singles
vineyard and the selections of the relevant denominations that have obtained awards
internationally.
The BE.COME event manterra the strength of the brand in its content Tuscany but attthrough a more eclectic and transversal interpretation of the sector. The charm expressed by these wines And due to the great qualitya of the different blends and from great approval they have received and stannondo from the wine community international, che, in the past, has rewarded their value as absolute excellence of the Italian avant-garde, with the nickname Supertuscan, and today continues to appreciate itthe virtues through selections and reserves of traditional denominations. History production of these labels represent a virtuous and winning network in the world of wine, a testimony of a creative Tuscan nature with a cosmopolitan character.
Tradition and innovation, territory and experiences are common elements, albeit well
differentiated, nehe productions of the great Tuscan wines, which must be enhanced and strengthened
through the emotional experience of an exclusive event that contemplates in addition to wine
also the cultural and social contents from which these were born and started to be
products.
Two days, next 27 and 28 November in the historic location of Complex
Santa Maria della Scala Museum in Siena, the first hospital in the West, yes
will meet over thirty companies interpreting the world of Tuscan wine, experts,
personagesthe cornerstone of food and wine but also prestigious representatives of others
leading sectors of Italian productions such as fashion, design, art and
of the green economy called a collection for to research dynamics from dialogue
contemporary with land new generations. The event, by invitation only, will take place on the sixth
and on the seventh floor of the museum complex with a refined and elegant exhibition area, in
which the participating companies will be able to taste their labels, and will be able host operatedre and print to tell not only the bottles but above all the
companies, projects and their vision of the future. Not just wine though. Alongside the brands
toscani two important experiential moments that have chosen BAND HOW come place
privileged for raccbeware: 1895 Coffee Designer of Lavazza, a project born
to experience a sensory journey to discover the world of Specialty Coffees between
innovation and craftsmanship under the guidance of the expert figure of the Coffeliers, while
San Pellegrino supportwill host the event with S.Pellegrino waters, Acqua Panna and soft drinks
San Pellegrino and, last but not least, the exhibition of the single-seater QEV of Formula E
as an example of the ecological vanguard which will be discussed in the Be.Sustainable panel.
In fact, in addition to the esppositive, there there will be five thematic panels, two interviews and three
masterclass. The master classes are coordinated by Gabriele Gorelli MW the first master
of Italian wine with the collaboration of Justin knocks MW Master of Wine wine
director of Oeno Group London e Christophe Heynen MW Master of Wine importer
leader (CO2–neutral) in Belgium and France. Two interviews, one for the presentation in
preview of the project Out of Wine by Gianmaria Padovani, a Montalcino vineyard a
measurable sustainability – who will come kingdeveloped over the next few monthsI – and a dedicated medium
to the themes green. The implementation scientific of the vineyard And realized with there
collaboration of Pixag, a startup specialized in digital agriculture with a focus
on the calculation of climate-altering emissions in agriculture founded by Giampaolo
Oliviero, CEO, e Bruno Basso, Foundation Professor at Michigan State University.
The other of a completely different segno to Fabio Manuele EMEA Vice President from Public report Tory
Burch to tell one deI global brandI D.I majorior success of the last twenty years.
Five I panel. Be.Tuscan on the phenomenology of Tuscan excellence with protagonists
Danilo Guerrini President of Relais & Chateaux Italia, Gabriele Gorelli MW and the starred chef
Filippo Saporito President of JRE Italy; Be creative where the contents will be investigated
and the common stylistic figures between Tuscan wine production and the world of design
Italiano with Emiliano Calderini Style Director of Cassina, Federico Castellucci, President
National Vitivinicultural Federation of Confagricoltura and the trend expert Paolo
Ferrarini; Be sustainable where we discuss how sustainable initiatives areli and le
green solutions adopted by metropolitan areas to the vineyard with
Monika Mikac, Chief Business Officer of QEV Technologies, the CEO of
Askoll Gianfranco Nanni and Carlo Maria Ceppi, Italy director of Panerai oroltoday;
Be Linked which questions the fluid contaminations between sectors starting from art and
fashion, places that have always been dedicated to transversality with a special look at
contemporaneity and the future, thanks to the intervention of the young designers Alessandro
Enriquez and Emanuele Bicocchi and the designer and architect Francesca Pazzagli. The fifth
panel Be.Social, confirms another important collaboration of BAND HOW with the Institute
Marangoni from Florence come educational Partner a underline a other focus
lovingamental of this new format, the attention to generation Z and their way of
to relate to the concept of luxury, to the high range and to the culture of the territories and products
come the wine. B.AND HOW it will therefore be an important moment of confrontation but also dI
networking thanks also to the gala dinner organized by the brothers’ Da Vittorio restaurant
Cerea Three Michelin stars.
“When Confagricoltura Siena asked us to think of a new formula
tell the great heritage of Tuscan wine ”he explains Alessandra montana
CEO and Founder of Allumeuse Communication, design agency of the
project, “We were immediately clear that in order to create an experience of value we would have
had to translate the product “” into other worlds to express its value alongside
great Italian excellences such as design, fashion and art for a transversal story And
rich in contaminations. The name of event B itselfAND HOW leave the wine matrix for focus on the future, on “what the world of wine will become or can become”. That
that BAND HOW wants to tell are men, models and experiences of the great winesI
Tuscans compared to elaborate a model whose shared foundations are
creativitya, qualitya and sustainabilitya. “The pandemic period has taught us to rethink and
question ourselves and that’s just what we did with this evI go for
tell about a product, wine, which needs a new entrepreneurial development and
new commercial outlets ” underlines the Director of the Provincial Farmers Union
of Siena, Gianluca Cavicchioli “Dynamism and vivacity have always been tickets
from our producers and, together, we want to put ourselves in the game again for
tell about a territory and its main product “. “An event that reaffirms the
centrality of Siena ” comments on Mayor of Siena Luigi De Mossi “in the worldor some wine
Italian, with experts in the sector and great excellences of our territory, including the first
master of Italian wine Gabriele Gorelli. We want the city to have multiple offers and
possibility in declining traditions, history and culture and the wine is certainly one of these,
also through its links to production, tourism and art. With particular attention
to the future, in the hope of putting this pandemic period behind us. The sector of the
wine, through all its meanings, will be a fundamental driving force “. Tuscany is a
territory of great value and history and wine has always been an emblem of this
international level. “BAND HOW wants to be the ‘supertuscan’ of wine events:
innovative, inclusive and contemporary, incarnando all the values of beauty, luxury and
respect for which Tuscany is recognized in the world ”he concludes Gabriele Gorelli MW.