[Applause]
thank you
let’s try to do without slides
let’s see if I can pass all of them to you
words the first slide was the cover
which therefore means proof to
take the steven spielberg films
trivially the story is that of precisely
frank abagnale that manages to escape from
counterfeit therefore falsify scammer e
runs away for years and nobody ever succeeds in
take it what is this thing I mean
with this metaphor that wine today for
the next fifteen minutes will be the
our abagnale frank we will try to
understand how we manage how we will be able to
take it in the near future
we leave immediately with a good one and one
bad news good news is that today
we talk about it 15 of wine
minutes but then at the end of everything I do not know
if they have said but there will be a refreshment
These are a positive thing
the second thing instead a little more
less positive than unfortunately
statistically 9 out of 10 of us do not
they will understand enough of wine to be able to
enjoy it fully because this because in
actually wine is a very product
complex is complex because there are
many facets that make it well
distance between normal consumers the
very long product
first of all is that of experts
in reality there are so many aspects of wine that
an interesting thing are they come from
history have remained unchanged for over
milani think that the first expert
sommelier project dates back to the Greeks
so 3,000 years ago and then it was wanted
until you get a figure almost
mythological at the time of the Romans that yes
called the app store es
let the author be the only one he was
able to say what you could drink
the emperor and what kind of combination
between water and wine because then he knew
only mixed with water was to be done
in that dinner so he was the only one
he could also describe wine with wine
his words and others absolutely
they just had to taste and nod
so you think that not even the emperor
he could choose at dinner what to do
drink his diners
obviously the evolved figure of the
love stories is the time of the Middle Ages e
of the Renaissance has become that of the
coachman and from a figure so much
higher than all the others
even there was a decalogue that has us
found a few years ago where it is
describe all the characteristics that
must have a coachman copy must
to be young must be of
good-looking good-looking and cheerful
now someone in the ice association
sommelier today could laugh at some
of these of these aspects, however, that
that it was important that then as today
it is a very distant figure compared to
all the others because it was the only one
he could also use the lexicon that
second particular component of the wine
a particular lexicon that does not have
to do with the table we all use
the days on the slide there was as there is more but
there were some examples to make people understand
what is the lexicon we use today for the
wine and not used in other ways
the tannin we ask for is tannic
to our 5 year olds what is the
tannin I think no one has it
little idea of what we are talking about
maybe you imagine the insects was
something strange but definitely not
think of the artichoke effect to put it in
way much ground earth that the effect
that give the tannins there are others
words that we normally use type
hot that in the world of wine has
totally different meaning then
then I do not write a wine on mediavideo
hot you should not think of mulled wine but
we must think it is a very alcoholic wine
here such as there are
really many and make the world of
world wine difficult to describe with
the words of every day
a third particular aspect we say of the
wine
is that he does not know there are no brands
recognized that help the consumer
normal as all of us to choose the
next video already at the time of the Romans
there were 91 different vines and they had
recently discovered in Italy we are
those who have more as they often do
it happens and we are 250 that this
number that is already high of his must be
combined with the number of wineries that
members are today in Italy we have 250
thousand wineries that produce wine designed
that in France that the second we are more
high in the world and have 80 thousand if
we think that every winery works with wine
in the same way the screws in way
different because a different process
because it is currently in an area maybe
warmer colder
we have an infinite number practically
of combinations in a world where brands
practically there are not many
difficult to recognize
there are no brands, for example
totally international ie one
famous winery in Italy difficult that
it is really recognized at home
in australia with the best wine cellar
Cangiano australian in france is not
just so much recognized while there
there are so many others in very high
industries all other brands come
recognized practically at the level
world
this what our life implies
of every day than of a difficult one
understand and make associations between one
brands that we recognize high quality
find good or bad qualities
in a certain vin and try to follow them man
hand plus his brand
another aspect we say that not
facilitates the understanding of the product
which is what we all know to say there
like that we do not really like it
of true complexity that we can not
to break down into primary elements and understand
what is the element that we liked and
what is the element that we did not like
let’s think for example
we say that comes from the world of food a
we all know pasta dish with sauce
say initially if we liked it not
we liked, however, we can do
also the next step that is me is
liked it because it was right it was salty
right it was cooked right and maybe there was
the touch of basil
it came from the field and was fragrant then
I remember that those are the elements
that I liked and next time
manage to make a pass of
pasta that is good for how
I mean
in wine this is not possible
because we can not be true of
this TV and developed to break down the
wine product to understand
exactly what we liked and then
search it in the following ones
then told a little what is the
today’s wine problem as it is
complex and then how do we say?
to reach him to finally take it
then to make it more grounded
more attainable more democratic and if
we want there are three trends that are
impacting all the many sectors and
that slowly will impact
even wine I am convinced that the
wine will change is already changing and
it will change deeply
thanks to these three trends the first one
first of all it is that of the
personalization what it means
it means that each of us can have
in our case the wine suitable for itself
same has changed so many sectors for
example has also changed the industry
of the tailor ‘s satire in the
sector that were going to wane
there was always less people than he could
make a tailored suit because because i
Sardinian was always one more and more
a profession in decay always
fewer young people want to do it instead
thanks to technology, a startup
managed to find a way to get on
measure
clothes even at a distance and thanks
then thanks to other startups then the
made to have custom clothes and
grew more and more in the last
five years in wine this thing implies
I believe a lot in personalization
of the customization of the offer for
the gentleman means that I who has
really so much that it was just created
a start up to try and help
all users find the world
for them each of us as a reader of the
different tastes
so the same wine can please
very much I do not like theme
absolutely of the person still says
and this regardless of whether it is good
or bad
then the start up and is proposed
the goal of just trying to
understand and advise in any
food and group situation of
users and so on
the right wine for that occasion ii la
second we say second wave of trend
that is changing so many sector
of the cern queen of sharing what it is
what it obviously means if we think of it
sharing we think of two examples on all
others who are airbnb and huber who
now they are strangled by everyone, of course
them what they were now the
they made objects or products possible
which were hardly before
reachable by normal people in
particular we spend airbnb a villa
a penthouse owned by individuals
now it has become reachable too
from a person who does not own
that villa and can have the experience of
try staying in the video what it was
that this implies this implies that for
example, there are more and more start ups that
try to unite different users that
they have to pay a bottle an hour
they want to buy but not if they can
allow free of the big cost e
so try to merge the box
retirement make sure that they meet that
they can enjoy enjoying are of the of the
all together
another element we say of sharing that
he is always helping a lot for the theme of
approach is that of the gods
cellars and therefore very often we say is
more in america a lot of problem
American in the big cities yes
resubmit smaller apartments
twenty meters 30 square meters without the
possibility of having a cellar then
without the possibility of being able to get by
part
the video of verres only after 15 of the
startups they are trying to do
sharing of cellars and then when yes
they have hubble space available
you can call this of the wine and it
I put myself in another cellar and then we do it
exchange when you need it
third and last trend
which is impacting a lot is impacting the
wine world is that of the
digitization of the experience thing
means it is that of the
virtualization this I do a
example because you understand more about the
world of architecture was very much
static ie if the drawings were made
on the paper then on when I am
arrived the PCs were made on the PC
but it was difficult for a person not
know how to identify with the house that you are
it had been designed even when
when there was available space, yes
it could enter the difficult to imagine
from paper then the reality well thanks to
others of today is more possible
then the user can identify himself can
even enter the house of the
future see how architectures
plan to understand if the spaces there
like which one’s piece of
enlargement of the weight of blur which there
like less is the same thing it is
happening in the wine, that is, there are always
most start-ups will have the opportunity
cellars to live the experience of the
cellar also for people who are not there
never been like being able to load school
on this site their tour
virtual cellar with theirs
history with their mode of production
with the peculiarities with the fact that
maybe they take it collect
only the light of the moon because it gives the
all a different taste and so on and so on
these are all fundamental elements
because because the high wiener is a bit
as an artistic product that is not
imagined an abstract picture not
we can understand why we manage to
say if we like them but we can
understand it until the end until it is there
an expert who will guide us to understand which ones
they are the particularities as it was done
what the combination you think will make us
fully grasp all the beauty
however all the thought that there is
behind the picture so I’m saying with the
part of virtualization thanks to
made that the cellars can put
online experience can make sure that
the vivid user experience can
have a better wine and experience
of what he is feeling
a problem that I had told
also that of the lexicon for example on the
lexicon is already a bit more complex
we know what we are doing
we have our taste
we have equipped all the participants
in the bell very trivial but this
bell must be sounded each
when the sommelier speaks in a manner
very strange when he speaks manner
exams technique is forced
to repeat the same technical concept in
very simple way I assure you that
it works in the sense that when one says
sandwich and we do not understand it
you have to invent a way to do it yes
it must mean enveloping but raiuno understands
wrapping are wine what it means
must repeat so that even the
normal people can understand what
he wants to tell you in technical terms
now I have described this to you
which I believe and where standard and that
let’s say that our of
concretization in my opinion is ours
frank abagnale we are really close
to take it because the wine is always there
becoming more a product within reach
But if you also want to understand if I have
reason or less that is what you see
close this fact is that all of us
we can fully enjoy
I invite you to come tasting that
it will be there at the end of the era of the
ted to see your dream of yours
before or if you like them and if what
we are working to make this happen
product as close as possible works o
less
thank you
[Applause]
thank you
let’s try to do without slides
let’s see if I can pass all of them to you
words the first slide was the cover
which therefore means proof to
take the steven spielberg films
trivially the story is that of precisely
frank abagnale that manages to escape from
counterfeit therefore falsify scammer e
runs away for years and nobody ever succeeds in
take it what is this thing I mean
with this metaphor that wine today for
the next fifteen minutes will be the
our abagnale frank we will try to
understand how we manage how we will be able to
take it in the near future
we leave immediately with a good one and one
bad news good news is that today
we talk about it 15 of wine
minutes but then at the end of everything I do not know
if they have said but there will be a refreshment
These are a positive thing
the second thing instead a little more
less positive than unfortunately
statistically 9 out of 10 of us do not
they will understand enough of wine to be able to
enjoy it fully because this because in
actually wine is a very product
complex is complex because there are
many facets that make it well
distance between normal consumers the
very long product
first of all is that of experts
in reality there are so many aspects of wine that
an interesting thing are they come from
history have remained unchanged for over
milani think that the first expert
sommelier project dates back to the Greeks
so 3,000 years ago and then it was wanted
until you get a figure almost
mythological at the time of the Romans that yes
called the app store es
let the author be the only one he was
able to say what you could drink
the emperor and what kind of combination
between water and wine because then he knew
only mixed with water was to be done
in that dinner so he was the only one
he could also describe wine with wine
his words and others absolutely
they just had to taste and nod
so you think that not even the emperor
he could choose at dinner what to do
drink his diners
obviously the evolved figure of the
love stories is the time of the Middle Ages e
of the Renaissance has become that of the
coachman and from a figure so much
higher than all the others
even there was a decalogue that has us
found a few years ago where it is
describe all the characteristics that
must have a coachman copy must
to be young must be of
good-looking good-looking and cheerful
now someone in the ice association
sommelier today could laugh at some
of these of these aspects, however, that
that it was important that then as today
it is a very distant figure compared to
all the others because it was the only one
he could also use the lexicon that
second particular component of the wine
a particular lexicon that does not have
to do with the table we all use
the days on the slide there was as there is more but
there were some examples to make people understand
what is the lexicon we use today for the
wine and not used in other ways
the tannin we ask for is tannic
to our 5 year olds what is the
tannin I think no one has it
little idea of what we are talking about
maybe you imagine the insects was
something strange but definitely not
think of the artichoke effect to put it in
way much ground earth that the effect
that give the tannins there are others
words that we normally use type
hot that in the world of wine has
totally different meaning then
then I do not write a wine on mediavideo
hot you should not think of mulled wine but
we must think it is a very alcoholic wine
here such as there are
really many and make the world of
world wine difficult to describe with
the words of every day
a third particular aspect we say of the
wine
is that he does not know there are no brands
recognized that help the consumer
normal as all of us to choose the
next video already at the time of the Romans
there were 91 different vines and they had
recently discovered in Italy we are
those who have more as they often do
it happens and we are 250 that this
number that is already high of his must be
combined with the number of wineries that
members are today in Italy we have 250
thousand wineries that produce wine designed
that in France that the second we are more
high in the world and have 80 thousand if
we think that every winery works with wine
in the same way the screws in way
different because a different process
because it is currently in an area maybe
warmer colder
we have an infinite number practically
of combinations in a world where brands
practically there are not many
difficult to recognize
there are no brands, for example
totally international ie one
famous winery in Italy difficult that
it is really recognized at home
in australia with the best wine cellar
Cangiano australian in france is not
just so much recognized while there
there are so many others in very high
industries all other brands come
recognized practically at the level
world
this what our life implies
of every day than of a difficult one
understand and make associations between one
brands that we recognize high quality
find good or bad qualities
in a certain vin and try to follow them man
hand plus his brand
another aspect we say that not
facilitates the understanding of the product
which is what we all know to say there
like that we do not really like it
of true complexity that we can not
to break down into primary elements and understand
what is the element that we liked and
what is the element that we did not like
let’s think for example
we say that comes from the world of food a
we all know pasta dish with sauce
say initially if we liked it not
we liked, however, we can do
also the next step that is me is
liked it because it was right it was salty
right it was cooked right and maybe there was
the touch of basil
it came from the field and was fragrant then
I remember that those are the elements
that I liked and next time
manage to make a pass of
pasta that is good for how
I mean
in wine this is not possible
because we can not be true of
this TV and developed to break down the
wine product to understand
exactly what we liked and then
search it in the following ones
then told a little what is the
today’s wine problem as it is
complex and then how do we say?
to reach him to finally take it
then to make it more grounded
more attainable more democratic and if
we want there are three trends that are
impacting all the many sectors and
that slowly will impact
even wine I am convinced that the
wine will change is already changing and
it will change deeply
thanks to these three trends the first one
first of all it is that of the
personalization what it means
it means that each of us can have
in our case the wine suitable for itself
same has changed so many sectors for
example has also changed the industry
of the tailor ‘s satire in the
sector that were going to wane
there was always less people than he could
make a tailored suit because because i
Sardinian was always one more and more
a profession in decay always
fewer young people want to do it instead
thanks to technology, a startup
managed to find a way to get on
measure
clothes even at a distance and thanks
then thanks to other startups then the
made to have custom clothes and
grew more and more in the last
five years in wine this thing implies
I believe a lot in personalization
of the customization of the offer for
the gentleman means that I who has
really so much that it was just created
a start up to try and help
all users find the world
for them each of us as a reader of the
different tastes
so the same wine can please
very much I do not like theme
absolutely of the person still says
and this regardless of whether it is good
or bad
then the start up and is proposed
the goal of just trying to
understand and advise in any
food and group situation of
users and so on
the right wine for that occasion ii la
second we say second wave of trend
that is changing so many sector
of the cern queen of sharing what it is
what it obviously means if we think of it
sharing we think of two examples on all
others who are airbnb and huber who
now they are strangled by everyone, of course
them what they were now the
they made objects or products possible
which were hardly before
reachable by normal people in
particular we spend airbnb a villa
a penthouse owned by individuals
now it has become reachable too
from a person who does not own
that villa and can have the experience of
try staying in the video what it was
that this implies this implies that for
example, there are more and more start ups that
try to unite different users that
they have to pay a bottle an hour
they want to buy but not if they can
allow free of the big cost e
so try to merge the box
retirement make sure that they meet that
they can enjoy enjoying are of the of the
all together
another element we say of sharing that
he is always helping a lot for the theme of
approach is that of the gods
cellars and therefore very often we say is
more in america a lot of problem
American in the big cities yes
resubmit smaller apartments
twenty meters 30 square meters without the
possibility of having a cellar then
without the possibility of being able to get by
part
the video of verres only after 15 of the
startups they are trying to do
sharing of cellars and then when yes
they have hubble space available
you can call this of the wine and it
I put myself in another cellar and then we do it
exchange when you need it
third and last trend
which is impacting a lot is impacting the
wine world is that of the
digitization of the experience thing
means it is that of the
virtualization this I do a
example because you understand more about the
world of architecture was very much
static ie if the drawings were made
on the paper then on when I am
arrived the PCs were made on the PC
but it was difficult for a person not
know how to identify with the house that you are
it had been designed even when
when there was available space, yes
it could enter the difficult to imagine
from paper then the reality well thanks to
others of today is more possible
then the user can identify himself can
even enter the house of the
future see how architectures
plan to understand if the spaces there
like which one’s piece of
enlargement of the weight of blur which there
like less is the same thing it is
happening in the wine, that is, there are always
most start-ups will have the opportunity
cellars to live the experience of the
cellar also for people who are not there
never been like being able to load school
on this site their tour
virtual cellar with theirs
history with their mode of production
with the peculiarities with the fact that
maybe they take it collect
only the light of the moon because it gives the
all a different taste and so on and so on
these are all fundamental elements
because because the high wiener is a bit
as an artistic product that is not
imagined an abstract picture not
we can understand why we manage to
say if we like them but we can
understand it until the end until it is there
an expert who will guide us to understand which ones
they are the particularities as it was done
what the combination you think will make us
fully grasp all the beauty
however all the thought that there is
behind the picture so I’m saying with the
part of virtualization thanks to
made that the cellars can put
online experience can make sure that
the vivid user experience can
have a better wine and experience
of what he is feeling
a problem that I had told
also that of the lexicon for example on the
lexicon is already a bit more complex
we know what we are doing
we have our taste
we have equipped all the participants
in the bell very trivial but this
bell must be sounded each
when the sommelier speaks in a manner
very strange when he speaks manner
exams technique is forced
to repeat the same technical concept in
very simple way I assure you that
it works in the sense that when one says
sandwich and we do not understand it
you have to invent a way to do it yes
it must mean enveloping but raiuno understands
wrapping are wine what it means
must repeat so that even the
normal people can understand what
he wants to tell you in technical terms
now I have described this to you
which I believe and where standard and that
let’s say that our of
concretization in my opinion is ours
frank abagnale we are really close
to take it because the wine is always there
becoming more a product within reach
But if you also want to understand if I have
reason or less that is what you see
close this fact is that all of us
we can fully enjoy
I invite you to come tasting that
it will be there at the end of the era of the
ted to see your dream of yours
before or if you like them and if what
we are working to make this happen
product as close as possible works o
less
thank you
[Applause]
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