Eventi – Area 39

In October 2024, Avignonesi winery, in collaboration with Area 39, launched the “Live Nobile” campaign, a first series of events held in London and New York aimed at promoting the Nobile di Montepulciano denomination to a new audience through a fresh and accessible concept and visual language.

The project featured Amrita Marino, an internationally renowned artist of Indian origin based in New York, known for her notable collaborations with brands like Starbucks and Sephora. Her vibrant illustrations, depicting everyday life scenes, highlight the “noble” aspect of daily actions, adding color and lightness to the brand’s communication. These works were created for the launch of the 2014 vintage of Nobile di Montepulciano Riserva and to celebrate the 50th anniversary of the winery’s founding.

The series of events organized by Area 39 included:

• Wine Lunch in London: Guests enjoyed high-quality wines paired with a custom-designed menu in a dynamic and innovative atmosphere, decorated with Amrita Marino’s artworks.

• Exclusive evenings at private clubs in New York: Two exclusive evenings were held to celebrate Avignonesi’s 50th anniversary and unveil the new labels for the 2014 Nobile di Montepulciano Riserva. During the evenings, guests savored Avignonesi wines accompanied by live music, enhancing the atmosphere.

• Art & Wine meeting in an exclusive New York art gallery: The campaign’s main event celebrated the synergy between art and wine, offering a memorable immersive experience. A Chelsea art gallery was selected to pay homage to the artistic component of the project, highlighting the connection between the wine world and the art world. The events brought together an exclusive audience of trade and media representatives from the wine and lifestyle sectors. Guests had the opportunity to taste Avignonesi wines paired with dishes inspired by the colors of Marino’s works. This combination created a perfect balance between visual art, wine, and flavors, enriching the participants’ sensory experience.

In addition to the events, a targeted social media campaign was conducted, selecting influencers and media operators to amplify the “Live Nobile” message in the USA and UK. Two influencers in the UK and six in the USA, along with two lifestyle and art magazines, were involved to ensure broader visibility and coverage of the project.

The Destination Lugana 2024 project continues the promotional efforts initiated by the Lugana DOC Consortium in 2022 and 2023 through a series of activities aimed at promoting the Lugana DOC designation in New York, Houston, Dallas, and Miami.

Un gruppo di giornalisti americani brinda durante una degustazione di vini Lugana, seduti attorno a un tavolo elegantemente apparecchiato.

Una persona versa vino Lugana in un bicchiere durante una degustazione con giornalisti americani seduti attorno a un tavolo apparecchiato.

The project’s main objective was to further solidify the recognition of the Lugana designation and to highlight the unique characteristics of Lugana DOC, such as its product freshness, social and convivial nature, and its concept as a travel destination.

From September 30 to October 3, 2024, with the support of the Area 39 team, the Consortium organized a press tour involving six journalists from various locations in the USA. The tour aimed to showcase the products and territory of Lugana through a series of visits to member wineries and the surrounding area, allowing guests to appreciate the wines and local beauty.

Un gruppo di giornalisti americani è seduto a un tavolo apparecchiato in una cantina, brindando durante una degustazione di vini Lugana.

Key activities included:

• Welcome aperitif and institutional dinner at La Rucola 2.0 restaurant

• Visit and tasting at Selva Capuzza winery

• Visit and tasting at Cà Maiol winery

• Boat tour in Sirmione to explore the Grotte di Catullo, with an aperitif on board

• Dinner and tasting at Feliciana farmhouse

• Visit and tasting at Zeni winery, including a tour of the Wine Museum and olfactory gallery

• Lunch and tasting at La Sansonina winery

• Olive oil tasting at Frantoio Manestrini

• Dinner and tasting at Pratello farmhouse

• Lunch and tasting at Almavite winery

• Spa experience at Aquaria Thermal Spa in Sirmione

The 3rd edition of Destination Lugana has just concluded, marking the third year of a project initiated by the Consorzio Lugana DOC, in collaboration with Area 39, in 2022 and 2023.

In 2024, the focus of the project was once again to reinforce the knowledge of the Lugana DOC in the US market through targeted activities, involving Trade & Media professionals.

the cities involved in the promotional events

The primary goal of the initiative was to consolidate the presence of Lugana in the key market of New York, strengthening the brand awareness established in the previous two years. Additionally, the project aimed to expand promotional activities to two other emerging markets, Florida and Texas.

The project began in New York City with a launch event, followed by masterclasses and tasting events in the cities of Dallas, Houston, and Miami, with 27 member wineries, all from the Lake Garda region, joining the activities.

On October 12, 2023, the Corks & Forks event organized by Area 39 took place in NYC.

An event dedicated to connecting four wineries from the Veneto and Tuscany region with the New York Trade & Media circuit, organized in collaboration with Platinum agency, at Il Fiorista restaurant in downtown New York.

Each participating winery, through their on-site representatives, had the opportunity to present their history and wines to an audience of journalists, restaurateurs, distributors, and importers, who tasted the wines, splendidly paired by an Italian-inspired menu.

A special thanks to the wineries who participated: Montelvini, Scolari, Viticoltori Ponte, Col di Lamo.

👉🏻 Scopri il video completo dell’evento nel nostro canale YouTube