The Consorzio del Vino Brunello di Montalcino is the winner of the GAVI LA BUONA ITALIA 2022 Award this year titled "ITALIAN WINE WORLDWIDE - The International Web Communication of Italian Wine Protection Consortia."
With a website translated into no less than 4 languages, the Consorzio del Vino Brunello di Montalcino presents itself as a true Brand effectively communicating its 'global' identity, deeply rooted in its own history and at the same time capable of integrating events and news of international scope. In the foreground is the narration, in words but above all in images, of "Benvenuto Brunello", the flagship event of the Consorzio, one of the main international events in the wine sector that attracts journalists, opinion leaders and foreign operators to Italy and that also takes place in New York.
Moving by focusing on 'branding' and generating an identity that expresses the different aspects of the genius loci in an integrated digital communication: this is the key to making Italian wine recognizable and attractive abroad.
This is what emerges from the unpublished research "Communicating Italian wine abroad via the web. The Role of the Consorzi di Tutela," commissioned by the Consortium for the Protection of Gavi to Astarea, which classified wine consortia into four behavioral clusters: "promoters, systemic, functional, enhancers."
Awarded, with equal merit, with the Special Mention of the GAVI LA BUONA ITALIA 2022 Award the Consortia of Garda, Soave and Bolgheri for their ability to effectively communicate their strengths, strategically using the emotional impact created by a mix of images and storytelling, and directly addressing an international audience.