Our Ceo was invited as guest expert on the wine sector in Italy and the world during the presentation of the research on Lombardy’s Enoturismo.
On Monday, 24th of October, Edoardo Freddi was invited to the Lombardy Region to speak as a guest wine expert in Italy and the world during the presentation of the research on Lombardy’s Enoturismo, conducted by Censis and Klaus Davi. The conference was attended by the Councillor for Agriculture Fabio Rolfi and numerous Lombardy producers, including Conte Vistarino, Travaglino, Triacca and Uberti.
According to the Klaus Davi/Censis research, Lombardy currently ranks fifth among the regions that export wine. Again according to De Rita, the attractiveness of Lombardy’s wine tourism has enormous potential since it only occupies 7th position (3%), behind Tuscany (28%), Piedmont (23%), Veneto (15%), Trentino (8%), Friuli Venezia Giulia (6%), and Sicily/Apulia (5%).
Giulio De Rita says: ‘Censis does not make forecasts but records the present. But it is clear to everyone that the figure for the attractiveness of wine tourism in Lombardy is clearly underestimated compared to the potential it can present’.
Another fact pointed out by De Rita and Klaus Davi is that even today the perception of Lombardy is Milan-centric; and only in part does Milan’s fame spill over to the Lombardy provinces. For the occasion, Klaus Davi’s corporate communications agency analysed the online ‘sentiment’ of a thousand tourists: they showed that they appreciated the entire region, and not just the capital Milan. The Region is still confirmed in the international perception as somewhat Milan-centric (thanks to the many trade fairs in key sectors such as Fashion and Furnishing-Design), but all the Lombardy provinces have made great strides in international perception and storytelling. Brescia is identified for its industrial history; Bergamo for the Upper City; Como for its landscapes and the VIP lake; Mantua for Mantegna’s frescoes; Varese for the Sacro Monte; Cremona for its violin-making and violins; Pavia for the Certosa.
Here are the territories that are associated with the various types of wine. For sparkling wines, Franciacorta and Oltrepò stand out; for white wines, Lugana. For reds and still whites: the Oltrepò Pavese (especially Pinot Noir); and for heroic wines the Valtellina.
And it is no coincidence that chefs working in Lombardy also stand out abroad, for example: Enrico Bartolini (the only 3 Michelin stars in Milan), or Carlo Cracco.