Welcome back Milan Wine Week – the event dedicated to the world of wine will be held from October 8th -16th with novel event formats aimed at wine professionals and a growing audience of consumers.
From October 8th -16th, the Lombard capital will host Milano Wine Week 2022, Italy’s largest event dedicated to the promotion, storytelling, and experience of wine, now in its fifth edition.
The edition returns with a schedule full of initiatives aimed at wine lovers, opinion leaders, and sector operators from all over the world, who will find concrete business opportunities at an event with an increasingly international focus, organized in one of the cities most representative of the excellence of Made in Italy.
Protagonists of the appointment are consortiums, organizations, and hundreds of companies from all over Italy, but also extra-sector realities, institutions and trade associations, and the public at large: in fact, the 2022 edition is characterized by a format with a strongly immersive approach, focused on bringing consumers closer through engaging experiences and activities, from tastings to workshops, from special events to challenges that will come alive on the MWW app and allow participants to access special promotions and rewards.
An important return to the original vocation of the kermesse, which aims to involve the best-known districts of the entire city area, with the return of the historic headquarters of Palazzo Bovara, a reference hub in the business sphere, which will be joined by the new hub of Palazzo Serbelloni, that will host the main initiatives aimed at the consumer audience, giving life to the driving axis of Corso Venezia, the Wine Street of MWW 2022. Created as consortia garrisons in the city’s most relevant neighborhoods, six Wine Districts are also returning this year.
“This fifth edition is the result of the evolution of a format that has been able to cope with ever-changing scenarios: the challenge has been to renew itself, always offering new initiatives and opportunities to the players in the sector, who will find again this year a dynamic container, in step with the needs of a changing market. – says Federico Gordini, president of MWW Group, the organization that curates the event – The contribution of ICE-Maeci has favored the incoming of foreign operators, giving even more opportunities for Italian companies and consortia to gain visibility and give value to the high quality of their products, during moments of exchange and special master classes.
The trade side of the event is flanked by a rich calendar of events dedicated to the public: wine lovers will again this year be able to participate in tastings and aperitifs, but also join in new special events, even more immersive and innovative. We want the language of the wine world to become more and more usable for the public; facilitating communication will allow even the less experienced to appreciate all the nuances of a good glass of wine.”
The initiative comes to life with the support of the event’s main sponsors, Haier Europe and Carrefour Italia. The former company will operate in special “ambassador” venues – selected for each district – dedicated info points, which will allow the public to orient themselves within the rich programming of each district, receive insights related to the consortia represented, and taste products, as well as participate in special challenges.
“In recent years our offer for wine lovers has become the most comprehensive on the market. That’s why we couldn’t miss the fifth edition of Milano Wine Week, the perfect setting to introduce our novelties and spread the good culture of wine preservation. – declares Gianpiero Morbello, head of Brand & IoT at Haier Europe – Our Wine Cellars offer increasingly innovative services that become even more tailor-made and professional when connected with the hOn app, a new way to experience the world of wine at home, with professional advice, perfect pairings and the best product preservation.”
Carrefour Italia, on the other hand, will allow consumers to taste a special selection of products within selected outlets in the Milan area, guided by leading sommeliers on the national scene.
“We are pleased to be alongside Milano Wine Week, a unique event on the international scene, created to promote the excellence of Italian wine, investigate consumption habits and launch new trends. – said Christophe Rabatel, CEO of Carrefour Italia – As Carrefour, in fact, we are committed every day to support the value of Italian-ness and accompany our consumers to discover the gastronomic and wine excellence of the territory, thanks to a wide offer, which reaches up to 1,700 wine references and a unique shopping experience.”
Palazzo Serbelloni: the new hub of Milan Wine Week
The MWW2022 schedule will involve the whole city with tastings, special thematic events, concerts, and much more. Palazzo Serbelloni, the important new venue of the event, will welcome in its large courtyard – transformed into the Wine Court of Milano Wine Week – the MWW Dome that will host workshops, entertainment events, talks, aperitifs.
The Enoteca of Milano Wine Week will also occupy a space in the courtyard, with a large area dedicated to tasting where it will be possible to taste a wide range of references with the support of sommeliers and experts and interact firsthand with the producers present at the Winemakers’ Table. Also set up in the Palace’s courtyard is Casa Mipaaf, a marquee presided over by the Ministry of Agriculture, Food and Forestry Policies.
Numerous events are on the calendar organized inside and outside the Palace, including walk-around tastings, talks, conferences, workshops, aperitifs, and dinners with producers. Just the aperitif as a ritual of consumption will be a new focus of the event, with three special appointments made in collaboration with as many MWW supporters: Masottina, Leone Alato and Cuvage. Palazzo Serbelloni will also host the new edition of the in-depth events promoted under the aegis of Milano Wine Week Forums, which return this year with a renewed, more dynamic and engaging format: the Wine Generation Forum and the Habitat – Wine Sustainability Forum conference (October 13).
The Wine Districts of Milan Wine Week
The Wine Districts are back, six for this new edition. Created as garrisons of the Consortia, they will animate the city in the places of greatest interest: Sempione-Arco della Pace as the Consorzio dell’Asti Spumante and Moscato d’Asti DOCG District; Brera as the Consorzio di Tutela Lugana DOC District; Porta Venezia as the Medways District; Navigli as the Chianti Lovers District; Porta Romana as the Colli di Parma Wine District; Eustachi-Plinio as the Consorzio Tutela Vini Oltrepò Pavese District.
An exclusive opportunity that brings together under a single project the iconic neighborhoods of Milan, where citizens can discover a multitude of dedicated initiatives, including installations, immersive events, and walk-around tastings, as well as a series of Dinners with the Producer scheduled in some neighborhoods. Also involved are the venues in the districts, which will offer varied and interactive experiences during the event.
Milan Wine Week Business
The 2022 program offers Ho.re.ca professionals, buyers, and the press a schedule full of business opportunities, able to consolidate relationships and create new ones, involving Italian and international operators who will have the opportunity to reach key markets for wine exports in the world.
Palazzo Bovara confirms itself as the home of business for Milano Wine Week, transforming itself into a world center of wine promotion and hosting numerous training, networking and comparison appointments between industry players, as well as national and international masterclasses.
More than 50 tasting appointments will be scheduled, and 8 international cities will be involved in 6 key markets-New York, Houston, Chicago, Toronto, London, Shenzhen, Tokyo, Hong Kong-thanks to the Milano Wine Week International Program, which will broadcast live in a series of locations around the world, and to the support of ICE-Maeci, which will also involve for the first time a delegation of foreign operators who will reach the Milanese capital to participate firsthand in the events and learn about and explore the references of wineries and consortia.
Also returning are the MWW Awards (Oct. 10), now in their second year, which will reward Italy’s best wine selections both in the serving sector with the “Wine List Award” and in the distribution sector with the “Wine Retail Award.” The awards – assigned by an exceptional jury chaired by Andrea Grignaffini – will be presented as part of a gala evening that will be preceded by the presentation of the research conducted by the Fipe Study Center on wine in catering.
Among the institutional appointments scheduled at No. 51 Corso Venezia are also the conferences of Equalitas (Oct. 14) and Cervim (Oct. 16).
Special projects of Milan Wine Week
There will be many special activities dedicated to the general public. Among the many planned activities, the hub of Palazzo Serbelloni will host an unprecedented Wine Escape Room, in collaboration with Winelivery; “Champions Wine,” a special event on the occasion of the soccer match scheduled for October 12 that will propose a new way of telling the story of wine in combination with another world, that of soccer; two appointments in collaboration with the Touring Club: the tasting for the guide’s 20th anniversary (October 10) and the tasting of more than 200 wines selected by the Guida Vinibuoni d’Italia.
Among the exclusive events, a special evening dedicated to the prestigious Milano Wine Club will be staged on Oct. 14th, while “Milano Wine List” will close the weekly schedule on Sunday, Oct. 16th: the top 100 sommeliers of haute cuisine, with the involvement of some of the most important names of fine dining in Milan.
Palazzo Bovara will also be the setting for a series of unprecedented events, which will kick off on October 8th with the inaugural event of the venue, held in collaboration with Confagricoltura. The following day, Sunday, Oct. 9th, the event “Romania through grapes and glasses,” presented by Carrefour Romania, will be an opportunity to learn about the wines of an emerging country.
Again, on October 15th and 16th, the public will be able to participate in two Wine Shows curated by Vinhood – a format that combines the blind tasting experience with the guidance of expert sommeliers – dedicated respectively to the world of bubbles and to the intriguing theme “The wines you don’t expect: curiosities and goodies from all over Italy.”
Also renewed this year is the partnership with Slow Wine, which has once again chosen Milan Wine Week to present the new edition of the guide of the same name (Oct. 8, 10:30 a.m.), offering the opportunity to taste selected labels thanks to a large tasting counter, hosted in the afternoon at Superstudio.
More than 300 labels will also be available for tasting at Partesa’s Wine Cube event, scheduled for Oct. 10th and 11th at Spazio Antologico in via Mecenate.
Among the proposals in the city, the Chianti Consortium’s Wine Boat, departing daily from the Naviglio Grande pier, will present an unprecedented opportunity to taste the great Tuscan red wine; the Wine Bus, a double-decker for itinerant tastings, will take the public among the most significant places in the metropolis.
On Oct. 14th and 15th, in Piazza Città di Lombardia, the event-within-the-event Calici Urbani will offer a two-day celebration of wine, art, good food and music for the whole family, with products from different geographical areas of Italy, flanked by a selection of Street Food. On Oct. 16th, there will also be an appointment with the Urban Winery Marathon, an initiative that invites the public to visit all the sign’s locations to access a special wine party.
Not to be missed are the Candlelight Concerts (Oct. 15-16), evocative evenings during which it will be possible to taste selected references while listening to the performances of talented artists, while at the famous Blue Note the encounter between wine and jazz will be staged with a series of appointments scheduled from Oct. 11th to 16th.
This year’s appointments for wine lovers will also be in bookstores: scheduled at Hoepli are presentations “between wine and culture” with important Italian authors (Oct. 8-14). And at the Eataly Smeraldo outlet it will be possible to participate all week in thematic events and taste special menus and pairings created for the occasion. Among the partner locations of MWW2022 is Signorvino, with ad hoc events punctuated throughout the event.
To kick it all off, the Inaugural Toast of Milan Wine Week then returns in attendance, made in collaboration with Prosecco DOC, which will enliven the CityLife Shopping District with a great moment of collective celebration to which the whole city is invited to take part, while the institutional launch of the event is scheduled for Monday, October 10th, with the MWW2022 opening conference, scheduled at Palazzo Serbelloni.