We are proud to announce that the consortium I Vini del Piemonte will participate in the 5th edition of BE.COME “Beyond the Glass, Towards the Future,” an exclusive club-style event. The event is hosted by Allumeuse in collaboration with Gabriele Gorelli MW and will take place from November 17 to 19, 2025, at the stunning Grand Hotel Parker’s in Naples.

BE.COME isn’t a traditional trade show but an exclusive, invitation-only “wine club” designed to foster networking and public relations among industry professionals. The traveling event (it changes cities every year) spans three days of meetings, including talks, tastings led by Gabriele Gorelli MW, and Wine Galleries—walk-around tastings in a lounge format. Additionally, there are Private Wine Galleries, which are dedicated spaces where producers can schedule appointments with their own contacts. The event also includes social moments like dinners and aperitifs to encourage networking.

The Wine Galleries are two of the most classic B2B moments, consisting of a walk-around tasting in a lounge-style setting. The space is furnished with tables and armchairs to create a cozy and welcoming atmosphere, which is designed to foster authentic and targeted relationships with a curated selection of guests.

The initiative will feature 35 wineries from across Italy, selected by Gabriele Gorelli MW, with a high participation fee. The event is expected to attract 100-150 highly-profiled industry professionals over its duration.

Thanks to a strategic agreement, I Vini del Piemonte will be able to offer access to seven of its member wineries, specifically young producers or the next generation under 45, at a significantly reduced rate. This initiative provides access to an event that would otherwise be available only through strict selection.

An additional opportunity for visibility will be a speaking slot reserved for us in the official program. We will share the experiences of Piedmontese producers in their approach to new generations of consumers, in collaboration with Jeff Porter, the North Italy editor for Wine Enthusiast.

Program (in development)

NOVEMBER 17 2:00 PM – Event opening 2:30 PM – 6:00 PM – Wine Gallery 4:00 PM – 5:00 PM – Masterclass with Gabriele Gorelli MW 7:30 PM – Aperitif and Michelin-starred dinner at the Grand Hotel Parker’s. The dinner is reserved for participating wineries, press, and partners. After-dinner drinks will be hosted by L’Antiquario.

NOVEMBER 18 9:30 AM – Transfer to Casa Kiton 10:30 AM – 12:30 PM – Kiton Experience: ‘The Art of Craftsmanship’ 12:30 PM – 1:30 PM – Panel discussion: “New consumption habits and the search for well-being among new generations” 1:30 PM – Lunch 2:30 PM – Transfer back to Grand Hotel Parker’s 4:00 PM – 5:00 PM – Private Wine Gallery (Reserved for company appointments) 4:30 PM – 6:00 PM – Talk Show and Tasting hosted by BECOME Partner 4:30 PM – 5:30 PM – Masterclass with Gabriele Gorelli MW 6:00 PM – 6:30 PM – Speaking Opportunity 7:45 PM – Transfer to La Mela 8:15 PM – Festive Dinner, cocktail experience by Drink Kong, DJ set, and live music.

NOVEMBER 19 10:00 AM – 11:00 AM – Masterclass with Gabriele Gorelli MW 10:30 AM – 11:00 AM – Speaking Opportunity 11:00 AM – 11:30 AM – Speaking Opportunity 11:30 AM – 12:30 PM – Panel discussion: “We are the new generations. Independent publishing, institutional media, and digital gurus” 1:00 PM – 2:00 PM – Lunch by Gorizia 1916: traditional dishes and pizza 2:00 PM – Live connection to The World’s 50 Best Vineyards 3:00 PM – End of event