Red and full-bodied, but also fresh and light, rosé, passito, fortified and even with bubbles. Cannonau is ready to amaze the Vinitaly public, revealing its most versatile and modern soul. The event “Cannonau: the future is young. Rediscovering the territory, debunking stereotypes, creating new connections” , scheduled for April 6 at 1:45 pm in Pavilion 8, is designed to tell the many nuances of one of the most iconic wines of Sardinia.

Organized by Sardegna Ricerche and Assoenologi Sardegna, in collaboration with Vinoway Italia, Iulm University and Stevie Kim, Managing Partner of Vinitaly and Founder of Italian Wine Podcast, the meeting aims to break down stereotypes linked to Cannonau, often perceived as a wine for special occasions, and open it up to a younger and more transversal audience.

Then, at 5:30 pm, the symbolic wine of Sardinia will also be the protagonist of “VIA 10 years: a journey through wine islands”, the event that celebrates the ten years of the Vinitaly International Academy, with the participation of the Ambassadors of Vinitaly International Academy.

The two events in Verona represent fundamental stages of a larger project, designed to support Sardinian producers in promoting their excellence and redefining the narrative of Cannonau. The goal? To demonstrate that this wine is not just tradition, but also innovation, adapting to new consumption occasions and conquering an increasingly younger audience.

"Sardegna Ricerche is committed to supporting Sardinian wine companies in enhancing their wine heritage through innovation and effective communication strategies," explains General Manager Carmen Atzori. "The Cannonau project fits into this vision, providing operators in the sector with tools and knowledge to expand the market and intercept new segments of the public."

An analysis conducted by Sardegna Ricerche has highlighted how Cannonau is perceived as a prestigious wine, but still not very accessible to neophytes. The communication of Sardinian wineries, in fact, is often aimed at an expert public, with a technical language and a strong anchoring to tradition.

Added to this is a radical change in consumption habits: if until the 1970s wine was an everyday element on Italian tables, today consumption is more occasional and occurs mainly outside the home, in bars, restaurants and clubs.

To win over the new generations, therefore, a change of pace is needed, a fresher and more dynamic narrative that makes Cannonau the protagonist also of informal convivial moments.

From this need was born “Cannonau, the young wine”, an initiative promoted by Assoenologi Sardegna, led by the oenologist Mariano Murru, and created with the support of the Neuromarketing Behavior and Brain Lab IULM Research Center, directed by Vincenzo Russo, and with the consultancy of Davide Gangi of Vinoway and Stevie Kim.

The project is developed in two phases. The first one analyzed the target and the new consumption trends, involving 800 young adults not expert in wine and the students of the Master in Food and Wine Communication of the Iulm University.

The second phase, entitled “From cellars to social media”, will see producers and university students work side by side to transform the communication of Cannonau and make it more attractive to a young audience.

(Unioneonline/Fr.Me.)

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