“The best result for us at Vinitaly? We have signed contracts, a fact that has not happened for several years”, said the manager of the Consortium of Brunello. Stefano Campatelli’s testimony speaks volumes about the atmosphere of optimism and satisfaction among the producers of Montalcino the last day of the fair in Verona. “Finalizing business contacts is a very important and positive sign, which confirms the growing interest of buyers and importers from around the world, in Brunello,” continues Campatelli, “our work certainly benefited by the new formula VeronaFiere launched this year: it has given us more time to spend on professional contacts without taking anything away from visitors and wine lovers, who are central because they allow us to feel the “pulse” of the target consumer. “Mainly American buyers visited the Brunello Consortium that groups 74 wine producers (plus another 70 wineries with their own personal stands), the largest market for Brunello, which absorbs 25% of production, as well as experts from all over Europe, especially Germany, Switzerland and Eastern Europe. The Asian countries were in the minority: the Chinese market, potentially of enormous importance for Italian wine, but where wine is still intended for elite consumption. So, the Consortium has developed a high-level training course on Brunello, to be held in China for a select group of tasters and sommeliers. Not just experts visited Brunello: in addition to thousands of wine lovers, who loved the opportunity to find many bottles all together to taste, the major Italian medias (TV and press) visited the Consortium, confirming the medias’ interest in Montalcino.