Regional Institute of Wine and Oil

India, between debuts and certainties

The Sicilian brand. This was the objective that moved, and will also move for subsequent dates and places, the stage just concluded in India. Stage, the first of the 2013 IRVOS internationalization program, which brought eleven Sicilian wineries to represent the island.

“Bringing the Sicily branding is what we set ourselves for this trip to India – comments Michele Shah who organized the “expedition” – and it was fully achieved with the participation of high-level and internationally renowned companies and producers”. Among other things, it saw the debut of Diego Planeta as Brand Ambassador.

But not only that, the cuisine, with the dishes prepared by chef Carmelo Floridia, and the Sicilian oil were the very welcome innovations which contributed to making the Sicilian identity: "We must change the image of Sicily abroad, – continues Shah – Sicily is not mafia but colours, flavors and curiosities. We must thus aim to encourage consumers to choose Sicily for everything it has and represents." Delhi, Bangalore, Mumbai and Kolkata were the cities involved in the Sicilian Road show in India. We therefore return satisfied with the innovations introduced and the certainties already underway. And above all with new objectives: “In the next stage – concludes Shah, curator of foreign relations for IRVOS – I would like to bring tourism”.

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