vinitaly us tour 2009

VINITALY US TOUR 2009
Chicago - October 19, 2009
San Francisco – October 21, 2009
Presented by:
IEM&IEEM
November 01, 2009
Event Summary

IEM&IEEM organized a successful Vinitaly US
Tour 2009 in Chicago and San Francisco,
including several guided wine tastings and 2
grand walk-around tastings.

The event in Chicago took place on October 19
at the well established wine event location
Intercontinental Hotel, with a purpose to increase
knowledge of the wines of Italy among wine trade
and press from Illinois and surrounding states.
Participating Wineries had an opportunity to
network and establish business relations with
local wine trade professionals.

The event in San Francisco took place on October
21 at the historical Bently Reserve Building , with
a purpose to increase knowledge of the wines of
Italy among wine trade professionals and press
from California. Participating Wineries had an
opportunity to network and establish business
relations with local wine trade professionals.
Event Management
Activities - 1
IEEM & IEM performed following Event Planning
services:
IEEM & IEM covered the entire event planning process from start
to end working with a series of suppliers including hotels,
restaurants, event spaces and caterers:
Scouted Locations
Negotiated contracts for facilities and vendors
Managed Logistics – overseen set up and coordinated the
event
Created timelines for payments and deadlines
Secured staffing for event registration desks (with help of
Balzac communications)
Established partnerships with glassware supplier
Coordinated with fright service company and wine distributors
to ensure supply of wines for the events.

IEEM & IEM created and selected Trade and
Press Lists:
The list covered a number of different categories and span: Wine
buyers, Retailers/ Wholesalers / Wine Boutiques,
Importers/Distributors/ Commercial Agents, Press /Public
Relations, Wine Consultants and HORECA professionals.
IEM & IEEM selected 2 local partners to insure high quality
attendance: Balzac Communications and Tasting Panel.

Event Managemebt
Activities - 2
IEEM & IEM secured all Printed Event Materials and
Promotion Activities:
This activities included:
- Printed Invitations and promotional materials including flyers,
catalogues, tasting booklets and brochures
Electronic resources: Email blasts, Event listings in calendar
sections of online trade and press sites
Event listings are also included on our corporate sites
www.iem.it and www.ieemusa.com
One page ad in Tasting Panel, October issue

RSVP Management:
Following effective promotion of the event, IEEM handled
invitation and RSVP management including:
Providing a dedicated email and phone line for all RSVPs and
invitation queries
Collected all electronic registration with on-line system linked
to www.ieemusa.com
Balzac Communications (local partner) also collected RSVPs,
carried out a recall service to all major industry players who
are non responsive, complied the RSVP lists to be used at
visitor check in , prepared name tags and badges for the event
reception

Event Management
Activities - 3
Logistic management:
Through 10 years of experience, IEM & IEEM have acquired a
know-how of the rules and regulations relating to importing
sample wines in various countries in the world building a
series of contacts able to assist in the often complicated task
of importing wine for an event. IEM & IEEM have secured and
coordinated the wine shipment from Italy through a fright
service company and coordinated wine delivery with local
distributers.

Guided wine tastings
IEM & IEEM with help of Balzac Communications secured
established wine educators to guide the special tastings during
Vinitaly US Tour 2009:
Paul Wagner, President of Balzac Communications, Faculty of
Napa Valley College and the Culinary Institute of America
Tom Hyland, distinguished wine writer, photographer and wine
educator
Pat Fegan, founder and president of the Chicago Wine School
Tim Gaiser, MS, Education Chair for the US Court of Master
Sommelier

Press Office:
IEEM performed all activities of the press office and secured a
high number of press to attend the event.

Event Program Chicago
OCTOBER 19, MONDAY
INTERCONTINENTAL HOTEL
505 North Michigan Avenue
Chicago, IL 60611
Front Desk: +1 312 944 4100
SEMINARS AND GUIDED WINE TASTINGS
10:00 am
Official opening of Vinitaly US Tour with a brief presentation by Giovanni Mantovani, General
Director Veronafiere
Inaugurazione ufficiale di Vinitaly US Tour con l’intervento del Direttore Generale di Veronafiere,
Dott.Giovanni Mantovani
“Wines for Today’s America” – panel discussion and tasting about Italian wines in the current US
market conducted by the Court of Master Sommeliers. Speaker: Paul Wagner, President of Balzac
Communications, Faculty of Napa Valley College and the Culinary Institute of America
“Wines of Sicily” – a selection of wines from Sicily - in collaboration with Istituto Regionale della Vite
e del Vino. Speaker: Tom Hyland, distinguished wine writer, photographer and wine educator
“Wines of the Marche Region” – a selection of wines from the Marche Region - in collaboration with
Istituto Marchigiano di Tutela Vini. Speaker: Pat Fegan, founder and president of the Chicago Wine School
WALK AROUND WINE TASTING
2:00 pm – 6:00pm
Walk-around wine tasting reserved for trade professionals and media: wineries will have the
opportunity to meet with trade representatives at their designated tables
VINITALY - BUONITALIA DINNER
IL MULINO:
1150 N DEARBORN AVENUE
AT W ELM STREET (BETWEEN DIVISION ST & ELM ST.)
CHICAGO, IL 60610
7:30 – 9:30
Winemakers Dinner hosted by Buonitalia Spa
A brief presentation of Vinitaly Tour events by Giovanni Mantovani, General Director Veronafiere
A brief presentation of Buonitalia Spa‟s mission and importance of authentic food and wine from
Italy by Walter Brunello, President of Buonitalia Spa
Event Prg. San Francisco
OCTOBER 21, WEDNESDAY
BENTLEY RESERVE BUILDING
Bently Reserve (formerly the Old Federal Reserve Bank)
301 Battery Street
San Francisco, CA 94111
Front Desk:+ 1 800 438 1201
SEMINARS AND GUIDED WINE TASTINGS
10:00am
Official opening of Vinitaly US Tour with a brief presentation by Giovanni Mantovani, General Director
Veronafiere
“Wines for Today’s America”* – panel discussion and tasting about Italian wines in the US market,
conducted by Court of Master Sommeliers. Speaker: Paul Wagner, President of Balzac Communications,
Faculty of Napa Valley College and The Culinary Institute of America
“Wines of Sicily”* – a selection of wines from Sicily in collaboration with Istituto Regionale della Vite e del
Vino. Speaker: Paul Wagner, President of Balzac Communications, Faculty of Napa Valley College and The Culinary
Institute of America
IL FORNAIO
12:00
“Wines of the Marche Region” – a selection of wines from the Marche Region in collaboration with Istituto
Marchigiano di Tutela Vini followed by a luncheon . Speaker: Tim Gaiser, MS, Education Chair for the US
Court of Master Sommelier
WALK AROUND WINE TASTING
2:00 – 6:00PM
Walk-around wine tasting reserved for trade professionals and media: wineries will have the opportunity
to meet with trade representatives at their designated tables.
VINITALY - BUONITALIA SPA DINNER
PERBACCO
230 CALIFORNIA ST.
SAN FRANCISCO, CA 94111-4328
7:30 – 9:30
Winemakers Dinner hosted by Buonitalia Spa
A brief presentation of Vinitaly Tour events by Giovanni Mantovani, General Director Veronafiere
A brief presentation of Buonitalia Spa‟s mission and importance of authentic food and wine from
Italy by Walter Brunello, President of Buonitalia Spa
Participating Wineries
Friuli Venezia Giulia:
PIERA MARTELLOZZO
ZORZETTIG
Veneto:
AZ. AGR. LA RIVA DEI FRATI
VALDO SPUMANTI
VINEA
ZONIN
Tuscany:
DIEVOLE
SOC. AGR. MADONNINA DEL CHIARO
TENUTA CARLINA - BRUNELLO LA TOGATA
TENUTA DI ARCENO
Marches:
ISTITUTO MARCHIGIANO TUTELA VINI
SOC. AGR. MONTECAPPONE
Apuglia
RIVERA
Sicily:
AZ. VITIVINICOLA TONNINO
CANTINA DON TOMASI
ISTITUTO REGIONALE DELLA VITE E DEL
VINO
- Abraxas srl
- Az. Agr. Avide
- Birgi Bagliori Siculi
- Cantina Paolini
- Colomba Bianca
- Corbera Vini
- Fina Vini
- Vit. Ass. Canicatti
ONILFA
- Az.Agr. La Riva dei Frati
- Az. Vitivinicola Tonnino
- Cantina Don Tomasi
- Soc. Agr. Montecappone
- Soc. Agr. Madonnina del Chiaro
ISTITUTO DEL VINO ITALIANO DI QUALITà –
GRANDI MARCHI:
- Antinori
- Alois Lageder
- Ambrogio e Giovanni Folonari Tenute
- Biondi Santi S.p.a.
- Carpenè Malvolti
- Ca‟ del Bosco
- Donnafugata
- Lungarotti
- Jermann
- Masi
- Mastroberardino
- Michele Chiarlo
- Pio Cesare
- Rivera
- Tasca D‟Almerita
- Tenuta San Guido
- Umani Ronchi
Importers:
ITALFOODS
VOLONTE WINES
Glassware sponsor:
EISCH GLASS KULTUR
Chicago – October 19



The event in Chicago was held at the
InterContinental Hotel with the
seminars beginning at 10:00 a.m. in the
Toledo Room on the 5th floor. The
venue worked great and complimented
the wines. Hotel staff is versed in
managing wine events.
The guided wine tastings, with the
participation of Tom Hyland, Pat
Fegan, Paul Wagner, and other guest
speakers, was very effective and popular.
Grand Wine tasting was held in the
Renaissance room between 2pm and
6pm and welcomed a crowd of 308 wine
trade professionald and specialised
media.
Press Attendees Chicago
Dwightthewinedoctor.com
San Francisco – October 21



The event in San Francisco was held at
the historical Bently Reserve Building
with the seminars beginning at 10:00
a.m.
The venue worked great and
complimented the wines. Le Meriedien
hotel staff (who catered the event) is
versed in managing wine events.
The guided wine tastings, with the
participation of Tim Geiser, Paul
Wagner, and other guest speakers, was
very effective and popular. Grand Wine
tasting was held in the bank hall
between 2pm and 6pm and welcomed a
crowd of 311 wine trade professionald
and specialized media.
Press Attendees San
Francisco
Invitation, E-blast
Lead Release
VINITALY US TOUR 2009
GRAND WINE TASTINGS OF ITALIAN WINE AND TYPICAL ITALIAN PRODUCTS
Vinitaly US Tour has chosen Chicago, San Francisco and Houston as venues for its 7th stop in the USA. Despite reduced imports of foreign
wines into the US, a share of imported wines from Italy is growing.
VERONAFIERE, the organizers of VINITALY (www.vinitaly.com) -- one of the world's most prestigious exhibitions of high quality products, with over
4,200 exhibitors and wine producers worldwide -- has chosen Chicago, Houston and San Francisco as the venues for its 7th annual stop in the USA on
its international tour. VINITALY US TOUR 2009 will enable wine makers and olive oil producers from Italy to bring the best of their products to
trade professionals and consumers.
VINITALY is the landmark event for the Italian and international wine world. The largest wine show in the world has progressively and increasingly become
a mainstay, even on an international scale, by welcoming innovations and appealing to trade professionals not only as a trade exhibition but also and
especially as a full-scale reference "event". This role has been developed for over forty years of activity by accompanying the development of a sector
that in turn has become the best ambassador of "Made in Italy" worldwide as the flag of excellence in the quality agro-foods system.
VINITALY, the ultimate wine show, has celebrated its 43rd edition in April and indicated 45,000 international professional operators attending (even better
than the record attendance of 43,000 set last year) from more than 110 countries. Preliminary closing results indicate more than 151,000 visitors, with
one in three international. There were about 4,200 exhibitors from around thirty countries, occupying a net area of 91 square meters. Impressive figures
also for journalists, with more than 2,400 from around fifty countries.
"Given the current situation," said Antonio Virando, export manager at Tasca D’Almerita, "it was natural to expect a low-key Vinitaly - yet on the other hand it fully confirmed its
status as a business exhibition. I saw many international operators interested in continuing investments in order to be ready when the economic recovery gets underway. As far as we
are concerned, this was the best Vinitaly ever.“
"In times of economic crisis," said Pia Donata Berlucchi of Fratelli Berlucchi, "seeing such astonishing and important attendance by Italian and international operators, importers,
retailers and experts in any case experts in the wine sector was truly far beyond every forecast.”
"The perfect organizational machine at Vinitaly," said Gianluca Bisol, Director General of Bisol, "managed to astonish us yet again: we hardly expected this year to meet so many
professionals and such great international interest from historic markets, such as the USA, Europe and South America and especially from China, Russia and South Korea."
Because of its greatness, for 11 successful years VINITALY has taken its wine story on a tour around the globe, calling it VINITALY TOUR.
For the 7th year, VINITALY US TOUR brings Italy‟s best wine and olive oil products to showcase in USA. Following the Miami & Palm Beach editions in
February, this year‟s stops are planned in:
Chicago, October 19 – morning dedicated to seminars for trade and specialized media, followed by afternoon grand wine tasting for trade and selected
consumers at the Chicago Intercontinental Hotel
San Francisco, October 21 – morning dedicated to seminars for trade and accredited media, followed by afternoon wine tasting for trade and selected
consumers at the Bentley Reserve Building.
Houston, October 22 – special event dedicated to the quality of Italian wine
VINITALY US TOUR 2009 special events (guided wine tastings, wine makers‟ dinners, private tastings, press conferences, special promotions) will accompany
VINITALY US TOUR on each stop.
Despite the signs of crises, the US WINE MARKET is still rapidly growing, matching Italy (the second largest market by wine consumption) and closing in
on France (still a leader) with the prediction it will become the largest and most important wine market in the world before 2012.
Wine & Spirits Magazine recently released a study stating over 60 % of restaurants still did not report losses in wine sales during these challenging times;
moreover, in some cases there has even been slight growth in consumption (Italian wines being the most popular among foreign wines). Further, the
restaurants that have noticed signs of decrease report the quantities of consumption have not changed but rather restructured into consuming less
expensive wines. The consumers are much more aware and cautious about the „price versus quality‟ relation and are continuing to educate themselves.
Italy remains as the number one choice for imported wines in restaurants.
Similar results, reports WineNews.it, stating on-line wine purchase has increased by 11.5% for wine under $6 and a 6% increase in purchase for wine above $9 in
the first part of 2009. The on-line media also reports a grand 26% of increased sales in Wine Clubs predicting direct sales to increase by 5%-10% during
2009.
“The main wine consumers of the future are the Millennials (or generation Y) now coming into the age when they will appreciate the wine, 70 million of them”, according to experts like
Chip Cassidy of Crown Wine and Spirits “We are in a bullet- proof business!”
“A part from Chianti, SuperTuscans and Prosecco (sparkling wine, Italy’s answer to champagne), Italy has to offer 250 different types of grapes.” points out Pierangelo Trinchero,
importer of Italian wines.
“The economy in US, after two long years of recession, seems to be showing encouraging improvements and signs of stability for the end of 2009 into the first half of 2010. We are very
optimistic for the future that represents a les saturated market and Winebow in great shape.” Leonardo Lo Cascio, president of Winebow, one of the most important importers
of Italian wine in US
That “Italian wines are doing well in 2009” can be taken for granted, since the statement comes from Mel Dick, president of the wine division and vice president of Southern Wine &
Spirits of America
Italian wineries and the wine producers have kept optimism and have not given up on the US market despite the general economy situation. The American
drinker still has not reached his highest potential and the US wine market is far from being saturated.
Vinitaly US Tour Miami 3rd edition returns to Florida in 2010 – Miami Beach on February 16, Coral Gables on February 17 and Palm Beach on February 18
FOR MORE INFORMATION AND ACCREDITATIONS PLEASE CONTACT:
I.E.E.M. Miami (International Event and Exhibition Management)
Second Press Release
History and stages in the internationalization of the event
VINITALY WORLD TOUR: WORLD-WIDE SINCE 1998
PROMOTING THE SUCCESS OF ITALIAN WINE
NEXT STOP VINITALY US TOUR – CHICAGO, OCTOBER 19 AND SAN FRANCISCO, OCTOBER 21
By becoming an integrated system supporting the international promotion of Italian wines, Vinitaly has also helped small-to-medium Italian wine
companies find commercial outlets abroad at accessible investment costs for their dimensions.
History and stages in the internationalization of the event:
The history of the Vinitaly World Tour began in 1998 when VeronaFiere decided to launch a new approach to the promotion of small-to-medium Italian companies.
The event was launched in China and over time, the homeland of the Great Wall has been joined by the United States, India, Russia and Japan in a world tour
increasingly appreciated by export-oriented producers who can promote their names or consolidate positions in some of the most important and promising
markets for Italian wine.
VeronaFiere's international events over the years have also catalysed efforts by government institutions and associations involved in the international promotion of
"Made in Italy" wine and food against the logic of economic integration between the various initiatives.
Inasmuch, the partners of Vinitaly now include Mipaaf (Ministry for Agricultural, Food and Forestry Policies), ICE (National Institute for International Trade),
Buonitalia (the company set up by Mipaaf to assist companies in international markets) and since 2006, Fiere di Parma with Cibus. Regional institutions, as well
as tutelage consortia and producer associations, have found in the Vinitaly World Tour an effective tool for group presentations of wines and winemaking
companies.
Vinitaly and Vinitaly World Tour for VeronaFiere are the two sides of the same medal. These events focus on a single theme: the former is the main exhibition during
which growing numbers of buyers from all over the world (150,000 visitors attended the 2008 edition including 45,000 international operators from more than
100 countries) establish contacts with the best wine producers during increasingly specialized business-to-business events; the latter is the event dedicated to the
promotion of Italian wine culture abroad, through tastings and workshops targeting trade operators.
These stages have helped the Exhibition become an integrated approach to international promotion serving the "country system".
1998: VeronaFiere celebrated its centenary by organizing “China Wine in Shanghai” - a positive experience repeated in following years with the name “Vinitaly China”
that in 2008 also evolved into a tour taking in Peking, Shanghai and Macao.
2001: The year of Italy in Japan. Tokyo was home to the Italian Wine and Food Festival, a major promotional event for Italian wine, olive oil and typical produce.
2002: June saw VeronaFiere organize Vino&Olio in Singapore.
2003: After a successful initial event in 2002, the exhibition also “conquered” America with Vinitaly US Tour in Chicago and San Fransisco - and also attended IFOWS,
the Italian Food and Wine Show, in Mumbai, India.
2004: The Vinitaly brand was directly promoted - for the first time, after six years - in China and (an absolute innovation) in Russia. The Vinitaly US Tour traveled to
Miami and San Francisco.
2005: Even stronger internationalization of the brand serving the Italian wine system .. and much more. New "maneuvers" in India with IFOWS to prepare the ground
for the first edition of Vinitaly India. May saw the second edition of Vinitaly Russia and October welcomed the US Tour (Boston,
Chicago and Los Angeles). November - by now a consolidated tradition - saw Shanghai host another edition of Vinitaly China.
2006: Vinitaly celebrated 40 years of operations as a well-established event and expanded its presence in international markets thanks to Vinitaly Japan in Tokyo, the first
edition with the Vinitaly brand in India in Mumbai and New Delhi, the third Vinitaly Russia event (adding St. Petersburg alongside the consolidated event in
Moscow), Vinitaly US Tour (Chicago, Los Angeles and Las Vegas) and Vinitaly China in Shanghai with Cibus.
2007: The Vinitaly year in the most important emerging markets began in January with the 2nd edition of Vinitaly India in Mumbai and New Delhi. June saw the preview
of Vinitaly Japan in Tokyo during the Italian Wine Day, with the signing of the commercial agreement with Isetan, the Japanese distribution chain specializing
in fashion and niche food products belonging to ADO (All Nippon Department Stores) - a group associating 66 luxury and fine food stores. June also saw the
4th Vinitaly Russia in Moscow and St. Petersburg, while October welcomed the 5th Vinitaly US Tour, with stop-offs in Chicago, Los Angeles and San Francisco.
November hailed the 2nd edition of Vinitaly Japan in Tokyo, following a promotional week in October of a selection of Italian wines winning awards in the
International Wine Competition through a special "Vinitaly corner" inside the Isetan stores in the capital; the initiative strengthened the services offered to
companies by Vinitaly. The year closed with the 9th Vinitaly China in Shanghai, now established as the most important wine and food event in Asia.
2008: Institutions and international operators acknowledge Vinitaly's role as the ombudsman for the quality of Italian wines in international markets. The Vinitaly World
Tour set off again from India in January. February saw Vinitaly US Tour, now doubling up with an initial trip to Miami and Palm Beach. June welcomed the
new stage in Russia, while October saw Vinitaly return to the USA - this time to Chicago, New York and, for the first time, to the capital in Washington D.C.
The international calendar culminated in November with Japan (where the promotion agreement between VeronaFiere and Isetan has been extended until
2010) and China - by now a full-scale tour as in the USA - with stop-offs in Peking, Shanghai and, for the first time, Macao.
2009: The Vinitaly World Tour resumes in February in the United States. The two stop-offs in Miami and Palm Beach, joining the three autumn stop-offs, further
strengthen the new strategy promoting “Made in Italy” in the USA. June saw the 6th edition of Vinitaly Russia, while the second part of Vinitaly US Tour is
scheduled 19-22 October with stop-offs in Chicago, San Francisco and Houston. Then come the 11th Vinitaly China 4-7 November in Hong Kong, Peking and
Shanghai, and the 4th Vinitaly Japan in November, that as of this year becomes Vinitaly Japan and Korea with stages in Tokyo 25 November and Seoul 27
November.
Vinitaly US Tour 2009: For the 7th year, Vinitaly US Tour 2009 brings Italy‟s best wine and olive oil products to showcase in USA.
Chicago, October 19 – Morning dedicated to seminars for trade and specialized media, followed by afternoon grand wine tasting at the Chicago Intercontinental Hotel
San Francisco, October 21 – Morning dedicated to seminars for trade and accredited media, followed by afternoon wine tasting at the Bentley Reserve Building.
Houston, October 22 – Special event dedicated to the quality of Italian wine.
Vinitaly US Tour 2009 special events (guided wine tastings, winemakers‟ dinners, private tastings, press conferences, special promotions) will accompany VINITALY
US TOUR on each stop.
Event Images
Guided Wine Tasting, Chicago, October 19, 2009
Event Images
Grand Walk – Around Tasting Chicago, October 21, 2009
Event Images
Bentley Reserve Building
San Francisco,
October 21, 2009
Il Fornaio
San Francisco,
October 21,
2009