5 Star Wines Travels from Italy to the US with the Vinitaly International Academy

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As a part of its mission to constantly differentiate its tools in order to better promote Italian wines abroad, Vinitaly International is getting ready to unveil for the first time in the US some of the winners of the new "5 Star Wine" International Wine Award launched back in April in the run-up to the 50th edition of Vinitaly. The wines will be presented on the occasion of FMI Chicago (20-23 June) during the VIA Seminars that today represent Vinitaly international's key promotional product.

The international jury at 5 Star Wines

Vinitaly, today, is no longer limited to a single day initiative but has become a year-round event touching down in more than ten countries worldwide

As a part of its mission to constantly differentiate its tools in order to better promote Italian wines abroad, Vinitaly International is getting ready to unveil for the first time in the US some of the winners of the new "5 Star Wine" International Wine Award launched back in April in the run-up to the 50th edition of Vinitaly: the wines will be presented on the occasion of FMI Chicago (20-23 June) during the VIA Seminars that today represent Vinitaly international's key promotional product.

In the face of a fast-growing technology, communication and promotional tools have become increasingly more complex making the need for differentiation a "must" for any company wishing to convey its message to final consumers. This phenomenon has touched the wine sector as much as any other and, as a consequence, Vinitaly International has made it its mission to leverage differentiation by rolling out each year one or more new products aimed at supporting Italian wine producers in their quest to promote their wine around the world.

"A wine and spirits trade fair (even if the largest in world) once a year is not enough," explains Stevie Kim, Managing Director of Vinitaly International for the past 5 years, and mastermind behind a number of Vinitaly’s leading projects. "Vinitaly, today, is no longer limited to a single day initiative but has become a year-round event touching down in more than ten countries worldwide animated by its ultimate aim of finding new tools to support Italian wine producers and help them sell one more bottle of wine."

Back in 2013 Vinitaly International launched its very own e-commerce with the aim to promote and increase the sale of Italian wines online in Italy and abroad. The innovative platform today counts more than 800 labels and receives approximately six to seven thousand visitors every day.

Towards the end of the same year Vinitaly International then announced the launch of the Vinitaly International Academy (VIA), an innovative educational initiative aimed at explaining, divulging and broadcasting the great diversity of Italian wine and grape varietals around the world. The new project soon became Vinitaly’s key product and primary tool for spreading the "gospel" of Italian wine through the creation of Italian wine Ambassadors. Following the first two editions of its Certification Course, the fast-growing community of the Vinitaly International Academy today counts 54 Italian Wine Ambassadors and three Italian Wine Experts from more than 17 countries.

After nearly 20 stops around the world VIA will be now returning once again to Chicago on the occasion of FMI Connect with its Executive Wine Seminars to present to the US market some of the best wines awarded during Vinitaly International's latest promotional tool, “5 Star Wines”. Launched back in April, the new Wine Award saw the participation of an international team of expert judges (amongst them many VIA Ambassadors and Experts) who scored wines on a 100-point scale, moving away from the old medal system. Of the more than 2,700 wines that entered the competition from 27 countries, 375 scored more than 90 points, and were awarded a 5 Star Wine adhesive. The less than 14% pass rate when compared, for example, to the 70% of the Decanter Wine Awards, undoubtedly testifies the need, within the wine sector, for the same scientific rigour that underlies 5 Star Wines as well as the Vinitaly International Academy itself. The new Award served as a platform for winemakers to showcase their work on an international stage, an objective that will be now further enhanced by the presentation of some of these wines in Chicago during one of the three Executive Wine Seminars held for the first time by Italian Wine Expert Geralyn Brostrom and Italian Wine Ambassador Gurvinder Bhatia.

“Perfectly in line with VIA’s mission, the Award has contributed to exposing the incredible offering of Italian native grape varieties to a large number of professional buyers, sommeliers, and journalists,” says Stevie Kim “It’s all about educating the people who are then going to carry forward the message of just how diverse, complicated and unique Italian wine is.”

About:
Veronafiere is the leading organizer of trade shows in Italy including Vinitaly (http://www.vinitaly.com), the largest wine and spirits fair in the world. During its 50th edition Vinitaly counted more than 4,100 exhibitors on a 100,000+ square meter area and 130,000 visitors from 140 different countries. The next edition of the fair will take place on 9 - 12 April 2017. The premier event to Vinitaly, OperaWine (http://www.vinitalyinternational.com) “Finest Italian Wines: 100 Great Producers,” will unite international wine professionals on April 8th in the heart of Verona, offering them the unique opportunity to discover and taste the wines of the 100 Best Italian Producers, as selected by Wine Spectator. Since 1998 Vinitaly International travels to several countries such as Russia, China, USA and Hong Kong thanks to its strategic arm abroad, Vinitaly International. In February 2014 Vinitaly International launched an educational project, the Vinitaly International Academy (VIA) with the aim of divulging and broadcasting the excellence and diversity of Italian wine around the globe. VIA this year launched the second edition of its Certification Course and today counts 54 Italian Wine Ambassadors and 3 Italian Wine Experts.

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Francesca de Stefani
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