Milano (2023)

ITALIAN TASTE SUMMIT - 7 edizione - 24/26 Febbraio 2023

La location: Grand Hotel Villa Torretta Curio Collectoin by Hilton - Sesto San Giovanni, Milano

The conclusion has come for seventh edition of Italian Taste Summitthe first event in Italy in the Wine&Beverage sector which proposes a model for the personalized internationalization of each manufacturer and the only 100% export-oriented format. The curtain closes on an edition that once again this year managed to attract numerous buyers and journalists from all over the world, who during three days met the 60 leading wine companies and participated in over 10 scheduled events. The masterclasses were unique opportunities to explore territories with a unique vocation such as the Nahe Valley, with the Riesling vertical of the German winery Schlink Haus 1886 and the northern side of Etna by the Firriato Winery; to compare different terroirs, such as the tasting of four Pinot Noir produced in Burgundy, Romania, Lebanon and Italy or to admire the strength and complexity of Supertuscans with the vertical tasting led by Tenuta Trinoro. The workshops, however, were interesting moments of discussion between national and international critics and of training for the participating wineries, thanks to a rich schedule with important speakers: "Consumer Neuroscience, Neuroselling and Neuromarketing" was the theme of the speech by Vincenzo Russo, coordinator of the Neuromarketing Behavior and Brain Lab Research Center of the IULM University; Davide Gaeta and Luca Castagnetti, both professors at the University of Verona, they dealt with “Strategies for the Development of Wine Businesses”; Saverio Biscaldi, lawyer and expert in agricultural, wine and agri-food law, dedicated his speech to wine tourism and the application of current legislative provisions in this matter and Guido Di Fraia, founder & CEO of the Artificial Intelligence Laboratory “IULM AI LAB”, spoke about wine-innovation and emerging technologies for the vine-wine sector.

Joanna Mirò's guide to effective and tailor-made internationalisation

During the three days, new visions and guidelines emerged for those who work in the wine business: Joanna Mirò, host of the event, gives in an extreme summary a "guide" on entering all markets, and even more so in foreign ones, where the competition is very varied and impressive. These are guidelines to be adopted every time a wine company decides to expand outside its circle towards larger markets, be it the national one or even more so when talking about international competition.

  • For a clear perception and knowledge of one's differentiating identity it is necessary to analyze: How do I differ from other competitors, what makes me unique in front of consumers? 

  • To understand your target customer, strategically choose the appropriate markets and select the appropriate buyers in each country, you need to ask yourself the following questions: who buys or would buy my wine? How does this typical customer buy? At what price, style of wine and with what packaging in the broad sense of the term - from the label to hospitality through experience design?
  • To be in line with the desires of the target customer, what promotion and sales strategies are essential to get in touch and open an adequate negotiation with them? In a b2b vision, aimed at buyers and also oriented towards b2c, the buyer's customers, it is therefore necessary to understand: “Are sector fairs, targeted actions or direct contacts more suitable? In what contexts and of what type? Which sales strategies are the most effective?
  • For commercial negotiations and the inclusion of your wines in the various markets: it is essential to start from partnerships already created, working to build an emotional bond and emotional involvement during the entire growth process of our brand, in order to raise its reputation and that of our wines and services such as wine tourism.


“An exceptional edition of the Italian Taste Summit has just ended: excellent dynamics, a lot of business, everyone's passion and satisfaction was palpable. More than ever the effectiveness of our format is confirmed, always connected with the needs of consumers and players and capable of understanding the trends of international wine markets: this is how we foresee the possible directions of constant evolution and of anticipating the times by creating an ad hoc, pragmatic and functional format. I am grateful to all the partners present and honored by the trust of the players protagonists of this 3 days.

Special thanks to all the speakers who collaborated in the various workshops to give a new look at Italian wine, to Enomundus for the selection of foreign wines and to the wineries who led brilliant masterclasses with the presence of the Italian wine press"

Joanna Mirò-

That's how Italian is Taste Summit

From 2019 Italian Taste Summit, “wine is business”, a business that grows the entire supply chain national. The exclusive and unique format, conceived and staged by the entrepreneur Joanna Mirò, it is the three days of records that for 7 years connects a selection of Italian wine companies with dozens of buyers and sector operators from all over the world, determined to bet and invest in Italy. Italian Taste Summit over the years it has generated more about 4 million turnover, over 160 on-site negotiations and 500 in-house negotiations export after each edition, positioning itself as the third event of internalization in Italy for importance in the Wine & Beverage sector e unique export-oriented format with entry reserved for trade operators only sector. Culture, tasting, training, business, partnerships, knowledge mutual, exchanges, leisure & entertainment: these are the inputs they drive Italian Taste Summit fin since its birth and make it a concrete, solid and growing success constant, year after year.



Big names from the world of wine such as Firriato, Badia a Coltibuono, Tenuta Trinoro, Casale del Giglio and Cantina di Negrar took part in the event and also small and medium-sized high-value family wineries such as Tenuta di Tavignano, La Collina dei Ciliegi, Ronco del Gelso, Pietro Cassina, Antico Palmento e Stefania Pepe. The participating wineries competed with the most important ones operators from USA, Canada, Russia, Japan, Hong Kong, Emirates Arabs, Mexico, Brazil, Germany, Belgium, Luxembourg, Great Britain, Ireland, Denmark, France, Poland, Hungary, Poland, Czech Republic, Slovakia, Sweden, Estonia, Kazakhstan and Romania.



The great woman of the Italian Wine Business: Joanna Mirò

Italian Taste Summit is the point of reference for the tailored made internationalization of Italian wine and was born in 2019 from an idea by Joanna Mirò. Economist, marketer, broker and owner of the namesake brand and CEO of the Wine Global Aspect group, Joanna has been dedicated to the world of wine and the constant deepening of specific knowledge of Italian food and wine world. The passion and curiosity dedicated to discovery of small wineries, native vines and technologies of rare and ancient production have made Joanna the Ambassador of Made wines in Italy in the world, distinguishing itself for its profound knowledge of the processes management of wine-growing businesses and expertise in the positioning of brand in foreign markets, collaborating with the most important Italian brands and prestigious.



Copyright © 2023 Italian Taste Summit Milan, Italy