[Music]
even from the sound one can understand if a wine
it’s fine if you do not come out of the bottle
he had made such a fluid sound like that
free we would have known already that it was a
faulty wine is a little trick the
wine already speaks long before the glass
what you see are some of the
covers dedicated to Italy in the
last 40 years as a wine spectator
certainly the most read sector magazine
in the world of wine, the American magazine
that with his stories reviews but
especially with his scores
assigned to millions of bottles in the
the last decades has moved tastes i
consumption of the whole world to understand us
wine spectator salvino as boc is to
fashion
right or wrong we are not here for
go so far what however
I hope that today at the end of these
minutes together you can have some
more doubt and some less certainty
what does it mean to buy wine?
right for you and not for others the
first cover that wished to sin
Italy of 1978 and choose
an image of Chianti
cs regrets because it represented that
sort of dream video that i
Americans would have crystallized for
always as Italian wine style la
second cover that you see a lot more
recent is to open 2018 and we are at
eve of the last vinitaly for
to underline the very strong relationship that
for 40 years league and American consumption al
our wine the Americans come back with
this magazine on the same region for
tell us a model after twenty years
that already old right or wrong
here maybe we could say that we have
lost big chance if in
forty years we have not been able to
tell the world of model wine
alternative to this
thomas matheu 6 the editor is the editor
of the magazine and a few months ago has
issued a statement on which
it’s worth coming back together
the most beautiful thing of Italian culture
that works when everything is connected
architecture geography food and wine are
parts of the same harmonious mosaic the
people want to explore all together
but he is not the only one who thinks so
businesswoman writer chef
conductor of one of the programs
most successful television shows in
america that has kept glued for years
millions of viewers at age 8 is
forced to leave his country of
the histria came to a close and moved away
America with his family looking for
find its size from Italian and
lidia bastianich is the woman who a new
york meets an Istrian exile like her
happy bastianich is indeed yes
they fall in love very young they get married
at once they will have two sons, a girl
tania is a male joseph that everyone
how many we have known in the last
years like joe bastianich just him
when I listened to lidia bastianich i dieci
years ago in Verona seen one thing a lot
important very simple I try to
explain Italian producers how much
little would be enough to sell more wine if
just add information about the
packaging of own bottles if
just add information about the
history, art, culture
of the architecture of the territories in which
they produce them
the strange idea that is convinced that Italy
of wine loses a great chance
every time he does not give his own
history of the countries that do not have the
story that I would like to imagine today here
with true history of a different future for
our wine because behind it
we have an old model is a model
old also misleading 40 years is a
model generated by journalists guides
sommelier manufacturers oenologists provided
to advice not to mention in the
last years of blogger influencer in
these 40 years we split in two
the world of wine on one side the elites
and on the other less experienced consumers
we told a great lie that
one for which the most expensive wine
example the best wine we have made
a fetish was an exercise in technique
we closed it in a bubble where
stay tight as long as there are only a few
we made sure that in reality
we should always believe in the rituals of the
experts in rituals often ridiculous
let us ask ourselves, in fact, what is the first thing
what we do that you do when they pour them
the wine instinctively we put the nose
in the glass to go looking
what the experts feel but us
inside that glass
we will have to look for who we are ours
history and memories our sense of smell
memory
what we like and we do not like it if
we do not do that in that glass
we will always find only the tastes and
I remember the others
especially since the sense of smell is a double
sense because our brain deciphers
in a different way the same in Rome
second that you arrive from the mouth since
nose in its aftertaste let alone
if we use the mouths the noses of others
in theory also to your nose that is
all this provided you do it
your as long as we do it
simply by superimposing all of them
olfactory sensations of our wine
memory our memories
in front of the wine there is not a right world
or wrong that your our way
road that sewer of me can travel
there is no better way to stay
in front of the wine, for example, I take care of myself
of wine and wine I love telling everything
what is there before the glass
because from the glass onwards a strange one
play as he wants
who drinks wine for the sake of drinking for
the pleasure of doing it always has the right
of finding himself
[Music]
ratatouille a small masterpiece of the
cinema on this subject but now
let’s do a test together let’s try
understand what affects us when
we buy a bottle of which not
we know nothing we do not have
information
look at these five bottles of wine
red and think blindly which with
expected to also take some
second to do it usually when
I show this picture
the most chosen bottle is always the
usual and is the third and the answers are
I would choose it for the bottle
I would choose because I like the label
someone also says I choose it because al
center but has nothing to do with wine
this answer but if I had told you
that the first bottle left and the
more expensive bottle maybe you would have
designed for the best wine in the
we do because we often fall into those
that neuromarketing calls traps
mental and even these four these
mental traps are always the price
the brand the label the shape of the
bottle and another bio effect
trap the color of the wine
we choose and buy red wines for
seduce and when I say seduce I mean one
very extended concept I mean
win a consensus to take home
a result and it can always be worth one
work lunch that for a meeting of
couple
white wines instead we always receive
for more convivial works
lightness also the wine labels
loses a big chance burn
space because for years they continue to
tell us about the usual history of wines
whites and red wines of fishes
wildness or the usual banality always
same to themselves it would not be
better if they explained to us which one then
maybe the right glass to taste
better that wine because it really is the shape
of the glass is not a habit of experts
once an experiment is tried
drink the same wine in different glasses
you will drink completely different wines
when I travel I always cut myself a bit
of time to know people stories
also the culture of wine they have in
those countries
here I am in California where I have
met always informal experts
competent smiling without needing
wear uniforms or South Africa
where kate has an exists the largest and
wine bars in the world of wines by the glass
possibility to buy well
over 600 wines by the glass of which 200 are
South Africans
you know when in Italy you ask
you have a wine by the glass
the answer of really a white red
I go to ask and their wine cards
they are always quick cards full folders
information that makes you want to
order wine without fear of ordering the
wine wrong communication of wine
he needs geography who knows the
wine is good in geography is time to
start again to valorize territories
minors and less known wines of
ordering less known wines is
it was those we always find on
wine lists in Italy of strategy
because a shot for how creative
on social networks can not be enough but
especially of identity because in the
last years on members to companies have
a little confused the sense of putting it there
face
it is completely lost to trust
towards food and wine and for
restore dignity to this market serves
strive all those who produce and who buys
and who communicates mainly to companies
now that they had stopped giving
swap bottles with us journalists
with the bloggers and start again to give us
content and substance
and time for companies to come back to
let us surprise you see the years of that
which is called ego gastronomy because
Also in the mulled wine world
do some overlooked the product
exception is ian d’agata one of the most
known critics in the world of wine and has
declared to have taken as much as 12 kg in the
write this very nice book
dedicated to Italian native vines
in the face of those flu bloggers
that continually bring photos
dazzling on social media and never with a photo
while buying a bottle of wine
if they ever buy a bottle of wine
food and wine also need care
in the words he understood it very well
luigi veronelli in the 70’s in his
program at table at 7
he brought them famous people together
consumers of the public and everyone
they asked questions without fear of
wrong say the earth’s painters
earth the earth at the bottom of the earth
let’s look at the wine before you
drink it if we want to find it again in the
glass
and time to get to know the wine
where this is produced that you see a
bunch of amarone is time to come back to
drink consistently with who we are with us
same because we do not have to do it
convince more than anyone
[Music]
it’s over
[Applause]
even from the sound one can understand if a wine
it’s fine if you do not come out of the bottle
he had made such a fluid sound like that
free we would have known already that it was a
faulty wine is a little trick the
wine already speaks long before the glass
what you see are some of the
covers dedicated to Italy in the
last 40 years as a wine spectator
certainly the most read sector magazine
in the world of wine, the American magazine
that with his stories reviews but
especially with his scores
assigned to millions of bottles in the
the last decades has moved tastes i
consumption of the whole world to understand us
wine spectator salvino as boc is to
fashion
right or wrong we are not here for
go so far what however
I hope that today at the end of these
minutes together you can have some
more doubt and some less certainty
what does it mean to buy wine?
right for you and not for others the
first cover that wished to sin
Italy of 1978 and choose
an image of Chianti
cs regrets because it represented that
sort of dream video that i
Americans would have crystallized for
always as Italian wine style la
second cover that you see a lot more
recent is to open 2018 and we are at
eve of the last vinitaly for
to underline the very strong relationship that
for 40 years league and American consumption al
our wine the Americans come back with
this magazine on the same region for
tell us a model after twenty years
that already old right or wrong
here maybe we could say that we have
lost big chance if in
forty years we have not been able to
tell the world of model wine
alternative to this
thomas matheu 6 the editor is the editor
of the magazine and a few months ago has
issued a statement on which
it’s worth coming back together
the most beautiful thing of Italian culture
that works when everything is connected
architecture geography food and wine are
parts of the same harmonious mosaic the
people want to explore all together
but he is not the only one who thinks so
businesswoman writer chef
conductor of one of the programs
most successful television shows in
america that has kept glued for years
millions of viewers at age 8 is
forced to leave his country of
the histria came to a close and moved away
America with his family looking for
find its size from Italian and
lidia bastianich is the woman who a new
york meets an Istrian exile like her
happy bastianich is indeed yes
they fall in love very young they get married
at once they will have two sons, a girl
tania is a male joseph that everyone
how many we have known in the last
years like joe bastianich just him
when I listened to lidia bastianich i dieci
years ago in Verona seen one thing a lot
important very simple I try to
explain Italian producers how much
little would be enough to sell more wine if
just add information about the
packaging of own bottles if
just add information about the
history, art, culture
of the architecture of the territories in which
they produce them
the strange idea that is convinced that Italy
of wine loses a great chance
every time he does not give his own
history of the countries that do not have the
story that I would like to imagine today here
with true history of a different future for
our wine because behind it
we have an old model is a model
old also misleading 40 years is a
model generated by journalists guides
sommelier manufacturers oenologists provided
to advice not to mention in the
last years of blogger influencer in
these 40 years we split in two
the world of wine on one side the elites
and on the other less experienced consumers
we told a great lie that
one for which the most expensive wine
example the best wine we have made
a fetish was an exercise in technique
we closed it in a bubble where
stay tight as long as there are only a few
we made sure that in reality
we should always believe in the rituals of the
experts in rituals often ridiculous
let us ask ourselves, in fact, what is the first thing
what we do that you do when they pour them
the wine instinctively we put the nose
in the glass to go looking
what the experts feel but us
inside that glass
we will have to look for who we are ours
history and memories our sense of smell
memory
what we like and we do not like it if
we do not do that in that glass
we will always find only the tastes and
I remember the others
especially since the sense of smell is a double
sense because our brain deciphers
in a different way the same in Rome
second that you arrive from the mouth since
nose in its aftertaste let alone
if we use the mouths the noses of others
in theory also to your nose that is
all this provided you do it
your as long as we do it
simply by superimposing all of them
olfactory sensations of our wine
memory our memories
in front of the wine there is not a right world
or wrong that your our way
road that sewer of me can travel
there is no better way to stay
in front of the wine, for example, I take care of myself
of wine and wine I love telling everything
what is there before the glass
because from the glass onwards a strange one
play as he wants
who drinks wine for the sake of drinking for
the pleasure of doing it always has the right
of finding himself
[Music]
ratatouille a small masterpiece of the
cinema on this subject but now
let’s do a test together let’s try
understand what affects us when
we buy a bottle of which not
we know nothing we do not have
information
look at these five bottles of wine
red and think blindly which with
expected to also take some
second to do it usually when
I show this picture
the most chosen bottle is always the
usual and is the third and the answers are
I would choose it for the bottle
I would choose because I like the label
someone also says I choose it because al
center but has nothing to do with wine
this answer but if I had told you
that the first bottle left and the
more expensive bottle maybe you would have
designed for the best wine in the
we do because we often fall into those
that neuromarketing calls traps
mental and even these four these
mental traps are always the price
the brand the label the shape of the
bottle and another bio effect
trap the color of the wine
we choose and buy red wines for
seduce and when I say seduce I mean one
very extended concept I mean
win a consensus to take home
a result and it can always be worth one
work lunch that for a meeting of
couple
white wines instead we always receive
for more convivial works
lightness also the wine labels
loses a big chance burn
space because for years they continue to
tell us about the usual history of wines
whites and red wines of fishes
wildness or the usual banality always
same to themselves it would not be
better if they explained to us which one then
maybe the right glass to taste
better that wine because it really is the shape
of the glass is not a habit of experts
once an experiment is tried
drink the same wine in different glasses
you will drink completely different wines
when I travel I always cut myself a bit
of time to know people stories
also the culture of wine they have in
those countries
here I am in California where I have
met always informal experts
competent smiling without needing
wear uniforms or South Africa
where kate has an exists the largest and
wine bars in the world of wines by the glass
possibility to buy well
over 600 wines by the glass of which 200 are
South Africans
you know when in Italy you ask
you have a wine by the glass
the answer of really a white red
I go to ask and their wine cards
they are always quick cards full folders
information that makes you want to
order wine without fear of ordering the
wine wrong communication of wine
he needs geography who knows the
wine is good in geography is time to
start again to valorize territories
minors and less known wines of
ordering less known wines is
it was those we always find on
wine lists in Italy of strategy
because a shot for how creative
on social networks can not be enough but
especially of identity because in the
last years on members to companies have
a little confused the sense of putting it there
face
it is completely lost to trust
towards food and wine and for
restore dignity to this market serves
strive all those who produce and who buys
and who communicates mainly to companies
now that they had stopped giving
swap bottles with us journalists
with the bloggers and start again to give us
content and substance
and time for companies to come back to
let us surprise you see the years of that
which is called ego gastronomy because
Also in the mulled wine world
do some overlooked the product
exception is ian d’agata one of the most
known critics in the world of wine and has
declared to have taken as much as 12 kg in the
write this very nice book
dedicated to Italian native vines
in the face of those flu bloggers
that continually bring photos
dazzling on social media and never with a photo
while buying a bottle of wine
if they ever buy a bottle of wine
food and wine also need care
in the words he understood it very well
luigi veronelli in the 70’s in his
program at table at 7
he brought them famous people together
consumers of the public and everyone
they asked questions without fear of
wrong say the earth’s painters
earth the earth at the bottom of the earth
let’s look at the wine before you
drink it if we want to find it again in the
glass
and time to get to know the wine
where this is produced that you see a
bunch of amarone is time to come back to
drink consistently with who we are with us
same because we do not have to do it
convince more than anyone
[Music]
it’s over
[Applause]
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