Barolo & Brunello, the Kings of Italian wine meet up in London

Following the first three editions held in Copenhagen, Brunello and Barolo, the two quintessentially symbolic expressions of the excellent Italian wine tradition, will be starring in another joint presentation in London on 24 April 2019 with a high-profile tasting event targeting British trade operators and wine lovers: Barolo&Brunello the Italian Kings.

This event confirms the partnership between three consortia – I Vini del Piemonte, the Barolo Barbaresco Alba Langhe and Dogliani Consortium and the Brunello di Montalcino Wine Consortium – which aims at consolidating the exports of these two excellent wines, firmly convinced that an alliance is an essential step towards increased competitiveness and an effective representation of the Italian Lifestyle: if the whole world wants to drink Italian wine, what better response than to offer the two most iconic products of Italian production in one event?

The United Kingdom is an important market and an essential showcase for Italian wines. In fact, it is the world’s third biggest importer of Italian wines after the US and Germany, with an annual value in 2017 of 763 million Euros (source: Ansa). Together with France, Italy is the main exporter of wine across the Channel. However, it is a very competitive market on which high-end wines such as Barolo and Brunello suffer from the competition of lower-priced wines. The situation is further aggravated by the persistent uncertainty associated with the lack of a Brexit deal. Hence the need to present a truly high-profile and exclusive event, aimed at communicating the added value of these two great wines, comprising a recount of their long-established tradition and particular characteristics.

In view of the prestige of the two wines featured in the event and the complexity of the British market, its organization has been entrusted to Master of Wine Sarah Abbott, one of the most influential and best-loved wine journalists in the industry, an author of pluri-awarded guides, invited to judge numerous international competitions around the world.

“Despite the uncertainty surrounding Brexit – says Brunello Consortium Director Giacomo Pondini – our interest in a market, particularly that of London, where Italian labels appear with ever greater frequency on wine lists and in wine bars, remains unchanged. Besides, notwithstanding the fact that our wines have now overtaken French labels in number, our average price continues to be lower. Occasions such as this also help to change the opinion and attitude of trade operators, and consequently of end-consumers, by positioning Brunello di Montalcino and Barolo at the highest end of Italian production and, above all, on a par with the great red wines of France”.

“Without a doubt, Barolo and Brunello are the two most emblematic products of high-profile Italian wine production – explains Nicola Argamante, president of the promotion Consortium I Vini del Piemonte – two quite different wines which, nevertheless, share the same exclusiveness and complexity, and express their full potential after years of ageing. The partnership is an interesting one because they are two different products with similar characteristics, also with regard to their marketing strategy, which targets a certain type of savvy consumer able to appreciate their greatness”.

“It is of fundamental importance to adequately inform both trade operators and consumers of the exclusive nature of our products – states Matteo Ascheri, President of the Barolo Barbaresco Alba Langhe and Dogliani Consortium – in this respect the “Barolo&Brunello the Italian Kings” event is a not-to-be-missed appointment because it highlights the excellence of the Italian wine heritage”.


“Barolo&Brunello the Italian Kings” – programme of activities

116 Pall Mall, London

10-11 h Master Class for all trade operators

11-12 h Seminar on the British wine market for producers taking part

11.30-16.30 h Walk Around Tasting exclusively for trade operators

14-15 h Master Class for trade operators (here accreditation requested for operators)

67 Pall Mall, London

18-20 h Walk Around Tasting – session open to consumers

Focus: the Brunello wineries taking part in the event

Barbi, Belpoggio, Capanna, Carpineto, Casisano, Col d’Orcia, Col di Lamo, La Togata, Musico, Piancornello, San Polino, Sasseti Livio Pertimali, Solaria, Corte Pavone, Villa Cipressi, Voliero.