Vinitaly 2014: The most friendly stands in the Piemonte Pavilion, Round 3

Everyone was a joy to talk to at Vinitaly 2014. But combined with the beautiful design of their stands, we chose these to represent the friendliest. We present Round 3; also see Round 1, Most Creative Stands and Round 2, Most Welcoming Stands.

Naturally ahead of the game: Tenuta San Pietro

Pass by the rough, worn wooden pallets towering over the stand, and a green glimmer catches your eye. It’s the light shining through the hundreds of wine bottles stacked upon the pallet layers, with lights centrally positioned to shine through the shades of green glass. The San Pietro winery reused old pallets, old bottles, and old wine cases to construct their tall and imposing stand. Even with the flat screen television playing their winery spot in the background, the stand radiates naturalism. Written in large letters above the entrance is a play on in vino veritas: “In vino ethica.” San Pietro winery in Gavi is organic and practices biodynamic cultivation methods.

The stand reflected the San Pietro estate, both physically and symbolically. The television played images of the winery’s interior, which has wine crate walls similar to their Vinitaly stand. Veronica and Gianluca of the marketing division said, “We thought of a different type of communication,” referring to the sensual winery spot playing. Most wineries do not market on television. Sitting at the wooden tables with glasses of Gavi wine, they then brought out two samples of their biodynamic methods, Preparation 500 and 501. The former consisted of a glass jar full of rich earth, freshly scented for all its being manure. It had been buried in a cow-horn underground for a period before being mixed with the vineyard soil. The second sample was slightly less “earthy:” a solid chunk of sparkling white quartz. Its fate was to be ground into powder, buried in a cow-horn, stirred in water, and finally poured over the soil to attract and reflect glints of sunshine, just like the bottles of the San Pietro stand.

The same earthy, unfinished atmosphere will be reproduced in an enoteca to be opened in September 2014, said marketing director Ferdinando Siano, which, apart from San Pietro wine, will sell organic products made from wine and grapes, from creams to cosmetics.

Friendly and fun: Braida di Giacomo Bologna

The Braida stand was open on all sides with plenty of smooth, white stools and tables to share a glass of wine, chatting and laughing with owner and 3^rd generation wine maker Giuseppe Bologna. Said Giulia, who works in wine sales and the cellar, “We always like to have contact with people.” Indeed, the stand was not about selling the brand or the wine, but about inviting new contacts and old clients in, asking how Braida could be of help and service, and pouring a glass of wine made in the Langhe or Monferrato.

The bright colors were spring-like, their lively blues and orange-reds encouraging conversation. The lines of bright lights and the white, shiny seats were a reflection of today’s technological devices, a modern spin that recalls conversations in the social world of wine. Interaction is a key value to the Braida winery. The large wine bottle cutouts with holes for faces and arms spoke volumes about the winery’s good-humored style. Braida was founded in 1961 by Giacomo Bologna, often called the “father of Barbera,” a man who dared to age his Barbera wines in wood when no one else imagined it. His innovation was paired with his philosophy of accommodation and hospitality, of sharing his wine and passion as opposed to standing quietly behind his product. Giuseppe’s own friendly, humorous personality carries the brand, philosophy, and well-known wines into the next generation.