Vinitaly: Carpenè-Malvolti celebrates 150th anniversary of prosecco’s debut at Vienna Expo in 1873

The research presented this morning is a historical excursus tracing Carpenè-Malvolti’s first participation in a Universal Exposition.

In the same context, the 3rd edition of the Carpenè-Malvolti Degree Award was also presented.

One hundred and fifty years of Prosecco on the international stage.

In Stand B5 in Hall 5, this morning was staged the preview presentation of the research “Prosecco’s International Debut at the Vienna Expo 1873” – carried out by the Students of the Trade and Consumer Marketing Course – which stood out for its historical reconstruction of the Vienna World Expo of 1873.

Conducted by RAI journalist Camilla Nata, in the presence of Fabio Chies, Mayor of Conegliano, the presentation of the research was held in the presence of an audience made up mainly of Students from the School of Enology of Conegliano, the University of Parma, the University of Brescia, the Università Cattolica del Sacro Cuore Campus of Brescia, the University of Campania “Luigi Vanvitelli” and the ITS Academy Foundation.

“The model of the Universal Exposition,” stresses Domenico Scimone of Carpenè-Malvolti, “is combined with the most primordial historical configurations of trade fairs, effectively establishing a connection between countries with the aim of determining assumptions based on comparison and proactive collaboration. Connection between enlightened minds that becomes a strategic resource to design the future, just as it happened in 1868 when Antonio Carpenè realized the dream of producing a Sparkling Wine that was also democratic, thus succeeding in identifying a specific relational, social as well as economic identification between a territory and its inhabitants.”

From the first World’s Fair held in 1751 in London to the present day, there have been as many as 320 events, which, especially at the turn of the 19th and early 20th centuries, have had an enormous historical relevance even in determining the international geopolitical arrangements of each era.

“Today, although assumptions and objectives have changed,” Domenico Scimone continues, “the world of Universal Expositions continues to play an increasingly barycentric role in global communication strategy, through channels and tools that are increasingly evolved as well as adherent to the intellectual and industrial dynamics of each historical-political phase.

The research narrated a new historical milestone reached by Carpenè-Malvolti, which moreover presented an absolute preview of “1873 Prosecco”; a new sparkling wine selection reserved precisely for the historic anniversary. A limited edition of only 1873 bottles dedicated to the wine that was presented in Vienna in 1873.

In the same event – as a further confirmation of the commitment historically assumed by the Company in supporting educational development and rewarding excellence among the new Generations – was held the presentation of the third edition of the Carpenè-Malvolti Degree Award, whose award ceremony follows from year to year the celebrations related to the Italian Capital cities; this year it will be held in Bergamo-Brescia Italian Capital of Culture 2023, as part of the “Centum” Award promoted together with the Italian Centenary Companies Union.

The Degree Award, in fact, was established in collaboration with the Unione Imprese Centenarie Italiane and promoted with the Università Cattolica del Sacro Cuore Campus of Brescia and the University of Brescia represented by Michelle Bonera, Associate Professor of the Department of Economics and Management of the University of Brescia as well as Lecturer for the pathway in International Business and Marketing.

Bringing greetings from UICITALIA was Professor Claudio Baccarani, a member of the Scientific Cultural Observatory of the same association.

The winners of the first two editions, Ignazio Lombardo of the University of Parma and Andrea Barone of the University of Campania Luigi Vanvitelli, also spoke via web link and brought their testimonies.

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