(Finance) – Even the wine is among the Italian excellences that set sail with theAmerigo Vespucci on the world tour that stops in Rome until August 30th Tokyo. And to celebrate it, today, in the Japanese capital, an exclusive masterclass “Iconic wines of Italy” was held, promoted by ICE Agency and made by Vinitalythe most important international exhibition dedicated to wines and spirits. In fact, at each stop of the Navy training ship, the Villaggio Italia is set up, the “Multi-Year Traveling World Exhibition” of Italian excellence that offers visitors a unique experience to learn about the beauty of Italy through its art, culture, music, food, cinema, technology and scientific research.
There masterclass of Tokyo saw seven iconic wines as protagonists Italian wine heritage: Trento Doc Brut Millesimato “Giulio Ferrari Riserva del Fondatore” 2009 (Ferrari Trento), Verdicchio dei Castelli di Jesi Riserva Docg Classico 2017 (Villa Bucci), Toscana Igt Rosso “Tignanello” 2020 (Marchesi Antinori), Bolgheri Sassicaia Doc “Sassicaia” 2021 (Tenuta San Guido), Bolgheri Doc Rosso Superiore “Ornellaia” 2020 (Ornellaia), Barolo Docg Riserva 2017 “Vigna Rionda” 2017 (Massolino) and Passito di Pantelleria Doc “Ben Ryè” 2022 (Donnafugata).
The two Italian wine ambassadors certified by the Vinitaly International Academy, Asami Yoshikawa And Irving I knowguided the Japanese audience – composed of buyers, importers, sommeliers, high-end restaurateurs, influencers and journalists – on a sensory journey to discover the most renowned Italian wine regions. The event was attended by Veronafiere’s president, Federico Bricoloand the general manager, Adolf Rebughinifor the ICE Agency the president, Matthew Lameand the director of the Tokyo office, Gianpaolo Bruno.
The initiative is part of the broader framework of joint activities between Vinitaly and the ICE Agency to consolidate the presence of the Italian wine on markets Asiansat a time when the demand for medium-high range products is constantly growing. Japan, in particular, represents the main partner of Italian wine in all of Asia, with over 200 million euros of imports per year, 80% of which are PDO and PGI wines. This is an interest for labels Made in Italy confirmed by the growth trend of qualified Japanese buyers present at the Verona Fair during Vinitaly: in total almost 700 at the edition last April, 100 more than in 2023.
“The masterclass held in Tokyo, in collaboration with Vinitaly, represents a unique opportunity to present the excellence of Italian wine in a highly strategic context such as Japan, which represents the first Asian market for the sector. The synergy between ICE, Vinitaly and the most prestigious Italian labels, together with the invaluable contribution of Amerigo Vespucci, not only amplifies the visibility of Made in Italy, but also creates concrete business matching opportunities with the main Japanese operators – states the president of Agenzia ICE, Matthew Lame –.With an export value exceeding 200 million euros, we believe it is essential to implement strategic promotional activities to raise awareness and involve that part of the non-ethnic market that is attentive to prestigious wines. Our goal is to consolidate and further increase the presence of Italian wines in Japan”.
“With this prestigious masterclass, Vinitaly reaffirms its role as a flagship brand for the promotion of Italian wine – declares Federico BricoloPresident of Veronafiere –. This is a winning initiative for the country system that has seen us collaborate with the Ministry of Defense, ICE Agency with its Tokyo office and the Italian Embassy in Japan”https://www.Finance.it/DettaglioNews/117_2024-08-27_TLB/. “Our presence in Tokyo aboard the Vespucci – comments Adolf RebughiniGeneral Manager of Veronafiere – is a further step in our strategy of projection on foreign markets, supported by a network of roadshows, previews, academies and a specific event dedicated to this area of the world: Wine to Asia”.
Italian wine is also present in Tokyo these days in toasts officers on board the Vespucci, thanks to the partnership with Prosecco Doc, and at the gala dinner on August 27, where the Region Piedmont participates together with the Consorzio Piemonte Land of Wine. For Vinitaly, now, the internationalization mission in Asia continues with a calendar that sees the Verona fair busy from 2 to 6 September with the seventh edition of the Vinitaly China Roadshowin Shanghai, Xi’an and Guangzhou. Then we return to Japantogether with Agenzia ICE, for the 2024 Wine Exchange scheduled in Osaka and Tokyo, respectively on 7 and 9 October. In 2025, the third edition of Wine to Asia has already been scheduled, from 9 to 11 May in Shenzhen, China.