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'Vinitaly Interactive’ Officially Launches Following a Successful Spring Trial

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Following a successful Spring 2012 trial, Vinitaly will officially launch ‘Vinitaly Interactive’ — an iPad-based software program that allows exhibitors and attendees of Vinitaly events to accumulate, tabulate and store data on wines tasted and evaluated— at the upcoming Vinitaly World Tour events in Moscow (October 29th – 30th), Hong Kong (November 8th – 10th) and the United States (January 28th in New York and 30th in Miami).

“Wine is a world of romance and tradition but at the same time it is a business,” explained Giovanni Mantovani, CEO of Veronafiere. “The Vinitaly Interactive program will provide invaluable, quantifiable data to trade attendees to help them with their buying decisions and to exhibitors to support their marketing efforts.”

“We’re using technology to offer measurable data in the traditional ‘walk-around tasting’ format and deliver greater value for both our exhibitors and attendees,” added Stevie Kim, General Coordinator of Vinitaly In The World and Senior Advisor to Giovanni Mantovani.

The Vinitaly Interactive process is easy and intuitive. Prior to the event, the data from each exhibitor’s wines is input into the Vinitaly Interactive software based on the notes submitted for the tasting booklet. At the tasting event itself, there are three simple steps:

1) Registration: The attendee receives an individualized QR Code at registration to the tasting event.

2) ‘Ordering’: The exhibitor scans the attendee’s QR Code when the attendee approaches a table and requests wines to taste.

3) Tasting: The visitor tastes the exhibitor’s wines. Choosing from various criteria (taste, scent, color, etc.) the attendee rates the wines on the iPad touchscreen.

Following the walk-around tasting, the attendee’s notes and ratings are emailed to the attendee and added to the total data collection for the exhibitor.

“As a restaurant owner who attends several tastings a week, sometimes even a couple in one day, Vinitaly Interactive will make my life a lot easier,” said legendary New York restaurateur Tony May of SD26. “I’ll be able to keep track digitally of all of the wines I tasted and reference the information when I’m making buying decisions.” Tony May has been an early advocate for utilizing technology in his restaurant, installing the first iPad-based wine list in New York City.

American wine trade can experience Vinitaly Interactive at the upcoming US Tour events. Registration for the New York event (which is being held in collaboration with Slow Wine) is now open exclusively for trade and press at http://slowwinevinitalynyc.eventbrite.com.

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About Veronafiere
Veronafiere is the leading organizer of trade shows in Italy including Vinitaly, the largest wine event in the world. In 2011, over 4,500 exhibitors showcased their wines to 150,000+ visitors (almost 1/3 from outside of Italy representing over 100 countries) from the wine trade world as well as wine lovers. Veronafiere created the Vinitaly World Tour in 1998 to develop an international platform for the promotion of companies in the Italian wine and food sectors. Today, the Vinitaly World Tour travels to many of the most important wine markets in the world including China, Japan, South Korea, India, Singapore, Russia and the United States. Visit us at http://www.vinitalytour.com.

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