The answer is definitely yes. ‘50 Shades of Pinot Noir’, now in its fifth edition, is not just a wine and food celebration of one of the world‘s best-loved grape varieties, but represents a key strategy for the relaunch and enhancement of the Oltrepò Pavese territory. This event, which will be held in Voghera from 5 to 7 October 2024, has gained international prominence over time and, with its growing success, is proving to be a powerful territorial promotion tool, helping to rediscover the excellence of this wine region.
One of the key elements that makes ‘50 Shades of Pinot Noir’ an event of great impact is its ability to attract attention not only locally and nationally, but also on an international scale. The almost fifty participating wineries, coming not only from Oltrepò Pavese but from all over Italy and renowned wine regions around the world, confirm the importance of this event in the global wine scene. The presence of producers from France, Slovenia, New Zealand and many other wine-growing regions, alongside Italian excellence, further reinforces the prestige of the event.
This international dimension has a direct impact on the image of Oltrepò Pavese, which is increasingly positioning itself as a reference destination for Pinot Noir lovers. As underlined by the president of the Movimento Turismo del Vino Lombardia, Carlo Pietrasanta, Oltrepò Pavese is the third most important area in Europe for the cultivation of Pinot Noir, after Burgundy and Champagne. This prominent position can only be enhanced by events such as ‘50 Sfumature di Pinot Noir’, which highlight the quality and tradition of the grape variety that is the symbol of this area.
Wine and food tourism represents a fundamental lever for the economic revival of many rural areas, and Oltrepò Pavese is no exception. The area, with its rolling hills, historic villages, and centuries-old winemaking tradition, is a perfect destination for those who want to live authentic experiences related to the world of wine. Indeed, the event offers a unique opportunity to discover the local wine culture, visiting wineries and meeting producers, allowing visitors to fully immerse themselves in the history and passion that animate this region.
As Barbara Mazzali, Lombardy Region‘s Councillor for Tourism, emphasised, ‘50 Sfumature di Pinot Noir’ is not just a wine and food event, but a celebration of the territory, able to promote the Oltrepò Pavese as a tourist destination of great charm and authenticity. Through the tastings, which are carefully prepared down to the smallest detail, and the numerous meeting points with the producers, visitors can enjoy an experience that goes far beyond the mere tasting of wine, exploring the entire culture that revolves around this precious vine.
The fifth edition of ‘50 Sfumature di Pinot Noir’ shows that Oltrepò Pavese has all the right cards to relaunch itself internationally, attract qualified tourism and make wine the symbol of a cultural and economic renaissance. The answer to the initial question is therefore a definite yes: events such as this are a fundamental driving force for the re-launch of the Oltrepò Pavese, not only as a wine-growing area, but as a tourist destination of excellence at world level.
