The majesty of the Langhe meets volcanic elegance at the Tate Modern: a premier event for the UK’s premium wine market.
On Monday, 18 January 2027, the Consorzio Etna DOC and I Vini del Piemonte will strengthen their alliance between two territories of excellence, bringing together the soul of the Langhe and the volcanic essence of Etna. Building on the success of our collaboration in Paris, which marked the beginning of a highly strategic synergy with the Consorzio di Tutela dei Vini Etna D.O.C., we are joining forces once again for a highly anticipated promotional event in the British capital.
The initiative, limited to a maximum of 30 wineries, aims to consolidate the positioning of premium Piedmontese and Etna wines within the sophisticated and competitive London market, where targeted representation for these two appellations is essential. At a time when high-end Italian wines have a distinct opportunity to gain market share, partly due to the significant price increases of our French competitors, this event goes beyond simple wine promotion. It serves as a comprehensive vehicle for territorial promotion, highlighting the inseparable link between fine wines and their origins, both of which are increasingly recognised as premier tourism destinations.
The event will be held in the South Room at the Tate Modern. Situated within this iconic museum, the venue perfectly embodies a modern, Brutalist aesthetic with international appeal. This space is more than just a setting; it is a mark of distinction, offering the undisputed prestige and flexible capacity required to host a major tasting and a high-calibre system event with an international standing.
The event is designed to support both wineries already established in the market, with the goal of engaging key importers, and those seeking new commercial partnerships, offering a unique opportunity for direct, high-level engagement.
This event aims to build upon the partnership established in autumn 2024. It serves as the definitive showcase for the unique qualities of these two regions, both of which share a deep history, a commitment to excellence, and a goal to work together to succeed in the competitive London market.
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