La Vendemmia di Montenapoleone event hit new record

The 14th edition of Vendemmia di Montenapoleone ended with a traditional tasting in Milan’s fashion district last night. The event witnessed almost 80 wineries participating and hosted across multiple locations, including fashion shops, trendy clubs, hotels, auction houses such as Christie’s and even the Bagatti Valsecchi Museum. The numbers highlight the evening’s importance. The event extended to all the streets featuring high-end shopping. In addition to Via Montenapoleone, Via Santo Spirito, Via Sant’Andrea, Via San Pietro all’Orto, Via Verri, Via Gesù, Via Bagutta and Via della Spiga streets witnessed the stores opening to customers and guests. Adhesions included Armani’s hotel spaces like the Bamboo bar, the Grand Hotel et de Milan and Park Hyatt, along with the multifunctional space of Casa Gessi.

«We have returned to pre-Covid-19 levels. Every year the event becomes more engaging due to the collaborative efforts of our esteemed members», Guglielmo Miani, president of the Montenapoleone District, said to MFF. This association comprises over 120 luxury brands from around the world, which are currently active throughout the district, and is the creator and promoter of the event, which started on monday and will end on sunday. The auction of wines by the Comitato grandi Cru d’Italia, one of the event’s long-standing partners, took place at the Hotel Principe di Savoia on tuesday evening, and was held by Christie’s with proceeds donated to Dynamo Camp. Last Wednesday, the Bagatti Valsecchi Museum hosted a tasting of sparkling wine and paired tastings. Tonight, another important event lined up is the wine tasting at Palazzo Serbelloni featuring the best labels from the Comitato Grandi Cru d’Italia that will take place in two separate time slots. «Wine and fashion perfectly complement the Italian lifestyle», Miani said, emphasizing the commitment of Milan’s top restaurants to the event through «La Vendemmia» menu, which features curated wine pairings with special menu items. The highlight of this year’s event is Sebastian Copeland’s open-air photo exhibition «Vanishing places» showcasing the polar environment and emphasizing ecosystem preservation, presented in collaboration with Audi. Additionally, a new signage totem featuring a boutique map was introduced during the event to aid in locating shops and promote visibility on nearby streets. Partnerships with the International Alba white truffle fair, Adecco, and Valverde have been confirmed, as well as sponsorship from Confcommercio Milano. This event will be repeated next week in Rome, where an evening-cocktail event, similar to the one held in Milan yesterday, will take place on Thursday, October 12th, on Via Borgognona.

As many as 77 locations welcomed guests last night by celebrating the ritual of the aperitif in boutiques or fashion-related spaces in the streets of Milan’s district. The participants included labels from companies under the same ownership as the fashion brands and both new and established collaborations with independent winemakers. The majority of the special openings were located on Via Montenapoleone. The main focus at Tod’s was on the excellent wines from Rocca di Frassinello’s Tuscan coast. Marni, an Otb group member, collaborated with Diesel Farm labels, making a similar decision to Ferragamo, who showcased their Il Borro-branded wines. Champagne was the protagonist at Omega with Bollinger, at Breguet with Perrier-Jouët and at Tag heuer with Ruinart. French rosé was served at Cova Montenapoleone, where the famous Whispering Angel from Provence was toasted. The classic method of Franciacorta was featured at Pomellato with Bersi Serlini, Montblanc with Barone Pizzini, and Moorer with Castel Faglia. Toasts were made with Trento Doc from Ferrari at Iwc and Missoni on Via Verri, which included a limited edition. Veuve Clicquot champagne was served at Stella McCartney on Via Santo Spirito and Gianvito Rossi featured the Apulian wines of Leone de Castris. Chanel on Via Sant’Andrea showcased Chateau Rauzan-Ségla and Chateau Canon, Giorgio Armani opted for Alto Adige producer Alois Lageder and Thom Browne featured the noble collaboration with Barons de Rothschild. Christie’s auction house offered white wines from Friuli by Zorzettig, Sergio Rossi’s store on Via della Spiga had those from Collio by Marco Felluga, Moschino’s served Friulian wine by Collavini. At Armani’s Bamboo bar, Lungarotti’s Umbria wines were served. At Spazio Gessi, the great Veronese wines of Allegrini were offered. At Elie Saab, the prosecco of Villa Sandi was offered, and at Chiara Boni’s, the same Valdobbiadene bubbles produced by Mionetto. Additionally, Bmw showcased the Brunello di Montalcino “Lucere” 2018 San Filippo. (All rights reserved)