In this emergency year for Covid 19, with its compulsory closure and social distance, the event created by Federico Gordini has found a way to reinvent itself with a programme full of tastings, meetings and round tables, both virtual and in person.
And she’s looking to the future: The release of 2021 has already been announced.
The 2020 edition marks a new model for the fair, which is a sign of total innovation in the international promotion of the world of wine, said Federico Gordini, deus ex machina, inventor and organizer of the event. Nevertheless, we managed to plan an event on an international level, with the direct and virtual participation of the main players in the sector, from companies to restaurants, tasters, sommeliers and the specialised press. By planning ahead and transforming the usual organizational dynamics into a virtual mode, Milan Wine Week has been able to establish itself as the largest international event dedicated to the world of wine in 2020. The technology used, using a custom developed platform, has been fundamental in providing the wine world with a state-of-the-art, cutting-edge publication.
With 9 days of events, 120 physical receptions and 50 international tastings, the show proved that it can find solutions even in such a specific and difficult context. In addition to physical tastings, which are extremely important for the industry, technology has also been used. The international tastings, for example, enabled the participating companies to reach seven foreign markets – New York, San Francisco, Miami, Toronto, Shenzhen, Shanghai and Moscow – and more than 1,000 valuable participants. In addition, thanks to the Digital Wine Fair platform – which enabled operators from around the world and businesses to connect remotely – more than 100 B2B meetings, including master classes and training sessions, were held with more than 5,000 industry employees registered on the platform, in full compliance with safety standards and rules.
We have created a working model for the Italy of the future, which will be relaunched in Milan, says organizer Federico Gordini. We hope the authorities will also take note of this. As for us, we are currently working on the fourth edition, which will take place from 2 to 10 years. October 2021 will take place.
The next edition will include ten 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 to 6. In addition, in the months leading up to the event, the digital platform will be upgraded and made ready for use in order to stimulate contacts between the staff in the sector and the wineries and thus increase the possibilities for business-to-business contacts.
A format that is renewed and enriched from year to year in order to be increasingly functional for the activity of all major players in the world of wine, from producers to operators in the sector.
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