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06/26/2006
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A resounding success of Miwine
The three-days trade fair of Fiera Milano, dedicated to wine and spirits, which attracted the elite of Italian producers, foreign buyers and press, oenologists, wine-makers, opinion leaders, distributors, caterers and wine store managers, comes to a successful conclusion today.
The 35,000 visitors to the fieramilano pavilions and MiWine initiatives, 20% of whom from abroad, surpassed all expectations for the second edition of MiWine, the professional exhibition of wine and spirits organised by S.I.F.A., a Fiera Milano SpA subsidiary, with the prestigious collaboration of, among others, Regione Lombardia, the Italian Institute of Foreign Trade and the Chamber of Commerce of Milan.
At this year's MiWine, new business initiatives were taken all along the wine supply chain.
“We've got a winning formula”, says Ezio Rivella, president of S.I.F.A., “as we have concentrated the event into three intense days in order to allow important and very busy entrepreneurs in the world of production and distribution to be present. We are very satisfied with this edition of MiWine we have laid the foundations for a great future as regards both the a trade fair and the entire national and international wine-producing sector.”
There is also an atmosphere of satisfaction among exhibitors, who during the last three days have made highly qualified contacts to develop business with.
“The work done to liven up the event, as regards both trade and communication, has born its fruits.”, comments Piergiacomo Ferrari, the CEO of Fiera Milano SpA, “We have attracted highly qualified foreign buyers representing over 45 countries, from the United States to China, from northern Europe to south-east Asia.”
The tour de force of tasting sessions for buyers, reserved meetings in the Club House, awards and conferences on the future of Italian wine compared with international experiences, confirmed the fact that Milan is a premium business city as well as a great venue for taking stock of the sector and planning its future.
The guidelines for the future were drawn at MiWine, in fact, partly thanks to the agreement between Fiera Milano (through SIFA) and Progetto Vino, an association of 54 of the leading Italian producers: the aim is to study the wine sector and provide useful indications and solutions to its development and internationalisation, with the scientific support of the Wine Marketing Observatory of SDA Bocconi School of Management.
MiWine in the City, the circuit of restaurants, hotels, wine bars and wine shops with tastings, organised in order to involve the public in the city and not in the pavilions, because MiWine is based on a business to business formula, was also very successful.
The show is over but MiWine doesn't stop there: the Enotours will take international buyers and journalists on a journey of discovery of the wine-producing areas and wineries in Puglia, Lombardy, Sicily and Tuscany until 20th June.
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(Source: Fiera Milano)
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