December 22 – In the year of the Covid 19 emergency, with mandatory closures and social distancing, the event created by Federico Gordini has found a way of reinventing itself with an agenda full of virtual and in-person tastings, meetings and round tables.
And it’s looking towards the future: the 2021 edition has already been announced.
“The 2020 edition has mapped out a new model of trade show which is the sign of total innovation in promoting on an international level in the world of wine”, explained Federico Gordini, deus ex machina, creator and organizer of the event. “Despite everything, we managed to plan an event of international interest with the direct and virtual involvement of the sector’s main players, from companies to restauranteurs, tasters, sommeliers and specialized press.” Thanks to forward planning and the transformation of the usual organizational dynamics into virtual mode, Milano Wine Week succeeded in asserting itself as the largest international event dedicated to the world of wine in 2020. The technology employed, which used a specially created platform, was fundamental in allowing a decidedly cutting-edge, future-oriented edition to take place in the world of wine.
With 9 days of events, 120 physical appointments and 50 international tastings, the show proved itself capable of finding a solution even in such a particular and difficult context. Technology was used alongside physical tasting experiences, which are an extremely important moment for the sector, and allowed the companies taking part to reach, thanks to the international tastings, seven foreign markets – New York, San Francisco, Miami, Toronto, Shenzhen, Shanghai and Moscow as well as over 1.000 actual participants. Furthermore, thanks to the Digital Wine Fair platform – which allowed operators throughout the world and companies to connect remotely – it was possible to carry out over 100 B2B appointments, including masterclasses and training, with the presence of over 5.000 sector workers registered on the platform, all while fully respecting safety standards and regulations.
“We have created a model of working for the Italy of the future, which restarts in Milan”, stated the organizer Federico Gordini. “We hope that also the governmental institutions will take note. As for us, we are working on the fourth edition which will take place from 2-10 October 2021.”
The next edition will involve 10 international markets with three new locations – Montreal, Hong Kong and Tokyo and two new main markets: Japan and Hong Kong bringing the total number of foreign Countries involved up to 6. Furthermore, the digital platform will be upgraded and already operative in the months before the event to encourage contact between the sector workers and wineries, thus increasing B2B contact opportunities.
A format which year after year renews and enriches itself in order to be ever more functional for the business of all the main players in the world of wine, from the producers to the sector operators.
