From 5 to 13 October, the Milan Wine Week returns to the Lombardy capital, nine days of masterclasses, tasting tables, parties, events spread across the city and walk-around tastings. Now sopra its seventh edition, MWW 2024 aims to renew a world often confined to tradition by speaking not only to professionals and wine lovers, but also and above all to the new generations of consumers.
Among the neighborhoods and locations of Milan, the event aims to be a point of reference for innovation, communication and hospitality sopra a moment of great transformation for the sector sopra which the new generations seem to be moving away from wine. “If the future of wine depends acceso the industry’s ability to adapt and engage a new generation of enthusiasts, it is time for the wine industry to adopt targeted strategies to stimulate the interest of new generations.” – explains Federico Gordini, president of Milan Wine Week and founder of MWW Group – “The challenges that the sector must range from responses to climate change – which increasingly influence the production chain – to the need to bring new generations of consumers, the which show a growing distance from the traditional methods of communication sopra the wine world, up to the anzi che no longer deferrable need to invest sopra the pratica of gruppo sopra the world of catering and hospitality. It is sopra this transformation scena that the seventh edition of Milan Wine Week fits sopra.”
Among the innovations announced this year precisely to shorten the distance with Gen Z, the Cantina Milano Wine Week moves to the Dazi dell’Archetto della Pacatezza for nine days, hosting an interactive and technological tasting territorio and a calendar of initiatives also designed for the less experienced. Here visitors will also be able to meet the producers through experiences such as the Winemakers’ Tables and discover new tasting itineraries with the Walk-Around Tastings.
And again, to increasingly involve the wine lovers of tomorrow, the One Wine Night debuts, the that will modo to life at Dazi all’Archetto della Pacatezza and which aims to make the storytelling of wine travel acceso the sound of electronic music.
MWW also promises to enhance the key figures who play a fundamental role sopra the promotion and diffusion of wine culture: it doubles the number of sommeliers of Italian puro dining involved sopra the Italian Wine List Guide and sopra the Grand Tasting acceso Sunday 6 October at Condominio Bovara and Condominio Castiglioni. The guide will be presented with a Walk-around Tasting that will bring together all 100 professionals involved.
Change of location also for the MWW Awards, this year at the Manzoni Theatre, which return acceso Monday 7 October for the third edition of the Pagina Vini Italia Awards, Wine Retail Award and Best Italian Wine Selection Award, which celebrate the best wine proposals sopra the venues administration and sopra the retail channel sopra Italy and abroad and assigned by a jury of experts chaired by the food and wine critic Andrea Grignaffini.
the subject of sustainability, Wine sopra Action is the first acceleration program dedicated to the most innovative wine startups, the first ecosystem sopra Italy dedicated to sustainable native startups, which at Milan Wine Week will present the projects with the greatest impact, introducing a new major acceso sustainability which will involve various moments of the event.
There will also be the traditional masterclasses dedicated to the public of sector operators and the many transversal events spread throughout the city which will involve clubs, restaurants and galleries sopra Milan and which aim to increasingly enhance the encounter between wine and the made sopra Italy lifestyle, from the stile moda through culture and music.
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