MILAN: Federico Gordoni had to reinvent the 2020 edition of the Milano Wine Week. Now, despite the COVID-19 emergency, he has already set the new dates for next year’s events which will take place from 2 to 10 October 2021.
“The 2020 edition has forced us to rethink a new model of a trade show in the world of wine,” said Federico, the creator and organiser of the event.
“Despite everything, we managed to plan an event that was interesting internationally with direct and virtual involvement of the sector’s main players from companies to restauranteurs, tasters, sommeliers and specialised press.”
Through forward planning and the transformation of the organisation to digital, Milano Wine Week succeeded in asserting itself as one of the largest international events dedicated to the world of wine in 2020.
The technology used, thanks to a specially created platform ensured a future oriented edition could take place allowing for an agenda of virtual and in-person tastings, meetings and round tables.
In total, this year’s edition had 9 days of events, 120 physical appointments and 50 international tastings which proved that the show was able to find a solution even in such a particular and difficult context.
Technology was used alongside physical tasting experiences which are extremely important for the sector. These tastings allowed companies taking part to reach, through a number of international tastings, seven markets – New York, San Francisco, Miami, Toronto, Shenzhen, Shanghai and Moscow. Moreover, over 1,000 people participated.
Through 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.