La Vendemmia’s great comeback

The wine event, one of the most fashionable in the global calendar and the protagonist in fashion boutiques, is back at full force. The 13th edition of La vendemmia di Montenapoleone district had its peak moment last night in Milan when the streets of the neighborhood were full of people and the maisons’ stores were exceptionally open to clients and guests to be the scenography for the prestigious wines. And, even if the event was still held during the Covid-19 pandemic in a softer and lighter way, the 2022 edition will forever be known as the return to its full potential, with over 60 stores working in preparing cocktails spread across via Montenapoleone, Verri, Bagutta, Santo Spirito, Gesù, Sant’Andrea and with the return to participation of via della Spiga after two years of absence.

La Vendemmia continues through Sunday with a rich program, among which today’s wine tasting of some of the best labels chosen by the Grandi Cru d’Italia Committee at Palazzo Serbelloni. The partnership with some of the city’s most renowned restaurants also continues, offering a special menu paired with a glass of wine, during the entire event. And it is already budget time for Montenapoleone District, the association that brings together more than 120 global luxury brands active in Milan’s shopping and lifestyle streets. «The response has been extremely positive, with 15% more registrations than the previous year from fashion brands and wineries,» president Guglielmo Miani told MFF. «The event represents the perfect synthesis of the Montenapoleone District: the Italian excellence of craftsmanship and fashion meets the excellence of wine and food, to compose the essence of the national lifestyle,» Miani then added, highlighting how La vendemmia has represented in all these years a driving force for the incoming of a high-spending customers to the city of Milan in a month, October, in which once the attendance in hotels was lower than average, while today the numbers are definitely high.

La vendemmia enjoys the patronage of the City of Milan and Confcommercio - Imprese per l'Italia and is organized in collaboration with the Grandi Cru d'Italia Committee, the 92nd International Alba White Truffle Fair, Dynamo camp foundation and Valverde mineral water as main sponsor. Among the events in recent days was the Italian masters charity auction held by Christie's at The westin palace hotel with the proceeds of the sale, 29 lots of fine bottles belonging to the Grandi cru d'Italia committee, donated to Dynamo camp. Looking ahead, Montenapoleone district aims to reintroduce the format outside Milan as well, which will be the only event this year. «In the light of a brighter future, we are confident of being able to propose abroad the extraordinary art of Italian savoir vivre, through the promotion of initiatives that create participation and sharing of the culture of the beautiful and the good, such as fashion and wine,» Miani concluded. (All rights reserved)