By wp_5674348
Wine, Innovation and the Challenge of Selling It
Di Sumita Sarma
The 22nd Emozioni dal Mondo International Wine Competition in Bergamo held on 16th October 2026, brought together 63 judges from 26 countries to evaluate 211 wines, with 63 medals awarded. Beyond judging, the event explored wine science, innovation and the commercial challenges facing the industry.
Blind tasting combined sensory expertise with updated digital OIV scoring and fault identification. Despite language differences, our international judging commission exchanged perspectives collaboratively.
An insightful AEB workshop explored how yeast derivatives, oak tannins and gum arabic influence wine structure, flavour, mouthfeel and balance. A hands-on blending exercise demonstrated these effects first hand, while a visit to SAID Group introduced us to industrial gases and their applications.
The Symposium: Desperately Seeking… Wine Sales; From the Vineyard to the Consumer
The debate picked on the hurdles in the current wine supply chain and aimed to address ways to work around them.
Organised by Consorzio Tutela Valcalepio, the symposium tackled a fundamental question: Can the wine industry continue producing exceptional wines if it struggles to sell them? This provocative question set the tone for a lively symposium moderated by Sergio Cantoni, winemaker and President of Vignaioli Bergamaschi. Bringing together voices from across the wine trade, Cantoni encouraged an open exchange of ideas, drawing international wine professionals in the audience into a conversation that was candid and commercially relevant.
The discussion began with a striking observation about changing consumer behaviour. Valeria Quagiotto, an international wine consultant, pointed out that today’s consumers are often more knowledgeable about food and wine than the restaurant staff serving them. While consumer expectations have evolved, hospitality training has not always kept pace. The challenge, she suggested, is no longer simply educating consumers about wine, but ensuring that those recommending it are equally well informed.
Picking up on the importance of people, Marco Falconi, sommelier and owner of Trattoria Falconi, offered a restaurateur’s perspective. He described his employees as his first customers, arguing that investing in their knowledge and confidence is fundamental to delivering a better dining experience. After all, it is the customer sitting at the table who ultimately generates the revenue that sustains the business. A knowledgeable sommelier, he emphasised, should be more than an order-taker: they should be capable of guiding and persuading a customer towards a wine, they might otherwise never discover.
But what happens before that bottle even reaches the restaurant? Pietro Ghilardi, CEO of Ghilardi Selezioni, shifted the discussion towards the complexities of international wine distribution from the hospitality perspective. From producers to importers, distributors and ultimately restaurants, the journey can involve several intermediaries. He illustrated through practical examples, that while the bottle travels far and wide starting its journey from the producers, when bringing the wine to market, it can still fail at the ‘final metre’ between the sommelier and the consumer. Without that last connection, the efforts of the entire supply chain is at a risk of being wasted.
This prompted a broader discussion about the changing role of sales professionals. Manuel Marcotti, a leading wine trade sales representative, argued that distributors must move beyond simply placing bottles on restaurant wine lists. Salespeople should become strategic partners, helping restaurants and sommeliers understand, position and recommend wines effectively. A bottle sitting in a cellar, however exceptional, has little commercial value if nobody knows how to sell it.
The conversation then turned to Italy’s rich wine heritage. Alberto Lupini, Chief Director of Italia a Tavola, reflected on the country’s remarkable diversity of regional traditions, appellations and wine cultures. Rather than attempting to imitate France or oversimplify its identity, Italy should find better ways to communicate what makes its wines distinctive. However, cultural pride must be balanced with commercial reality and the need to relate to the consumer. As the discussion underlined, passion may inspire someone to establish a winery, but ultimately it is the market that determines whether that business survives.
Bringing these commercial challenges together, Beppe Damioli, founder of Un Venditore Migliore and Università della Vendita, returned to the importance of professional training. Drawing on his experience developing sales skills among sommeliers and wine professionals, he emphasised that product knowledge alone is insufficient without the ability to translate it into meaningful customer engagement. Stronger sales capabilities can improve conversion, strengthen relationships between distributors and restaurants, and encourage repeat purchases.
What emerged was a compelling message: the wine industry’s challenge is not simply getting bottles into the market, but turning availability into genuine consumer demand. From the vineyard to the restaurant table, every link in the chain has a role to play.
Celebrating the Winners
The competition’s three highest-scoring Gold Medal wines were:
1. Chateau Kamnik Winery, North Macedonia – Winemakers’ Selection Red 2023 (91.91 points)
2. Parco del Venda, Italy – Colli Euganei Cabernet Boccon 2025 (91.64 points)
3. Bodega Norton, Argentina – Norton Reserva Cabernet Sauvignon 2023 (91.22 points)
These results celebrate the quality and diversity of wines from across the globe.
Three memorable days bringing together the sensory, scientific and commercial dimensions of wine. My biggest takeaway: making great wine is only the beginning; its future depends on how effectively we communicate its value, tell its story and connect with consumers.
Special thanks to Sara Cantoni and Suzana Zivic, whose tireless efforts in coordinating and promoting the event, facilitating translations and bringing together an international jury from across the world made the experience so seamless. Equally deserving of appreciation are team members Paula Barcotti and Pamela Ventra and co-workers and the sommelier team, whose meticulous attention to logistics and warm hospitality ensured that everything ran smoothly throughout the three days. Together, they made Emozioni dal Mondo a truly welcoming and memorable international event.
And perhaps the most charming reminder from the symposium: “A good glass of wine can turn even an ordinary meal into something special.”
The “MIGHTY” gathering – 63 Wine Judges from 26 countries along with the organisers of Emozioni dal Mondo worked together to mark the completion and success of the “22nd Emozioni dal Mondo’ Wine competition.
L’Autrice
Sumita (Sumi) Sarma
Finance & Risk |Chartered Accountant |Non-Profit | Drinks Trade Specialist |Ex-Banker |Governance & Board Engagement |HR & Talent Mgt |Brand & Communications Membro della Wine and Food Academy (Italy)
Thomas Coccolini