NEW YORK--(BUSINESS WIRE)--The Italian Trade Agency announces the launch of a series of educational courses for trade members. A world-class, intensive, immersion three-day course will be offered to professionals already in the industry (sommeliers, wine retailers, brand managers, and more) and will take place across the country in 10 major cities. The dates are as follows: New York (May 14–16), Chicago (June 4–6), Columbus (July 23–25), Washington D.C. (July 30–August 1), Denver (September 17–19) and Miami (September 23–25). In 2020, the program will continue in Los Angeles, Dallas, Philadelphia and Boston.
To register for the class click here.
The three-day seminar will target intermediate to advanced-level attendees and will combine an overview of Italian wine, followed by a deeper dive into Italy’s 20 regions. Each seminar will be led by notable industry experts, including Masters Sommeliers, Wine Directors and Importers.
Experts will cover topics including regulations surrounding the production of Italian wine, a commercial analysis of the wine industry in Italy, winemaking philosophies, the positioning of Italian wine in the U.S. and wine tourism as a fundamental tool in the developing of the industry. The seminar will also highlight historical and cultural references, climate and terroir, wine-growing areas, vital denominations, the main vines, cult labels, labels to discover, and food and wine pairing with international cuisines. Each day will end with a tasting. On the last day, attendees will take part in a certification exam.
“This education program is a vital part of our campaign to help raise awareness of the breadth of Italian wines as well as shed light on the country’s rich history of winemaking.” Italian Trade Commissioner, Maurizio Forte remarks, “We have worked hard to develop a program that will greatly benefit our colleagues in the trade industry to better understand the complexity and elegance of Italy’s wines.”
These classes are the next step for the three-year marketing campaign, “Italian Wine ––Taste the Passion”, a multi-channel PR campaign with the goal of elevating the perception of the premium quality and diversity of Italian wines.
The campaign, including an evocative video, new social media accounts and websites, already reached more than 900 million impressions among US consumers who engaged with more than 500 posts presenting breath-taking views, enthusiastic toasts, amazing festive tables in the celebration of the incredibly rich landscape of Italy’s wine production.
For more information on the campaign, the Italian Trade Agency and Italian wines click here.
Italian Trade Agency (ITA) is the government agency responsible for the promotion and internationalization of Italian companies abroad. Its mission is to facilitate, develop and promote economic and commercial relations between Italy and the world––with particular emphasis on serving the needs of small- to medium-sized companies, their associations and coalitions––and operates in order to extend the international reach of Italian businesses as well as commercialize their goods and services in international markets. The ITA is present throughout the world with 78 offices in 66 countries. The U.S. has five offices: New York, Chicago, Miami, Los Angeles and Houston.
