VIVA “Sustainability of the Italian viticulture”, the project of the Italian Ministry for the Environment has been hosted at the Wine Pavilion at Expo Milano 2015 with a permanent exposition. Visitors had the possibility to acknowledge the initiative and discover the excellence of the Italian wines playing a leading role in the sustainability path.
VIVA “Sustainable Wine”, indeed, is an exemplar project allowing trough the use of four indicators and a label, to “take a snapshot” on the entire context in which the company is located, to measure the sustainability of the winery, the processes and the product, and to promote improving actions and best practices.
Certified wines:
- Morabianca, Irpinia Falanghina DOC e Redimore, Irpinia Aglianico DOC, Mastroberardino
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San Giovanni della Sala, Orvieto DOC Classico Superiore, Marchesi Antinori
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Ronco delle Mele Sauvignon, Collio DOC, Venica&Venica
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Cerequio Barolo DOCG, Michele Chiarlo
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Poderi del Bello Ovile, Rosso di Toscana IGT, Masi
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Santa Cecilia, Nero d'Avola Noto DOC, Planeta
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Cabernet Sauvignon, Cabernet Sicilia IGT, Tasca D'Almerita
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MV Zero Verdevero, Colli Perugini Rosso DOC, Castello Monte Vibiano Vecchio
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Asti Spumante, Asti DOCG F.lli Gancia & Co.
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Lambrusco Italia IGT secco, Cantine Riunite & CIV
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Roggiano, Morellino di Scansano DOCG, Vignaioli Morellino di Scansano
The public could see the project results using their smartphones or tablets, scanning the qr-code of the VIVA label on the back of the wine bottles.
More than 150 visualizations have been recorded, showing the interest of the public on the issue. Users were mainly from Italy, U.S. and Russia.
In our imagination, wine is an hedonistic product; often, consumers do not think that wine is not only a source of pleasure, but also a product related to quality aspects, as the promotion of the territory and its environmental and social relevance, along with the overall chain.
These are the topics addressed during Expo, in two tasting and promotional events named “The importance of sustainable viticulture, because wine is a model of sustainability and wellness”. An important moment to discuss about the extraordinary variety of our viticultural heritage and the good sustainability practices related to the Italian viticulture that has also extraordinary organoleptic features, because of its characteristics.
The event held on the 5th of June has been dedicated to the VIVA certified pilot companies (Tasca D'Almerita, Planeta, Michele Chiarlo, Masi Agricola, Venica&Venica, Marchesi Antinori, Mastroberardino, Castello Monte Vibiano Vecchio, F.lli Gancia & Co), while the event on the 11th of September focused on the new companies that joined the program (Berlucchi, Cantina di Vicobarone, Principi di Porcia, Villa Sandi, Donnachiara, Perla del Garda, Caprai, Vinosia, La Cedraia, Cantine Riunite & CIV, Vignaioli Morellino di Scansano).
Both the tasting events have been guided by the Sommelier Fisar Marcello Milo, whereas the debate, guided by Ettore Capri (Director of the Research Center for the Sustainable Development OPERA and Professor at the Università Cattolica del Sacro Cuore), have been dedicated to the producers that, since several years, have shown a great commitment in improving the sustainability performances of their wines. During the debate, Francesco La Camera (Director General of Sustainable Development, Environmental Damage and Relations with the European Union and International Organizations) of the Italian Ministry for the Environment, has underlined the distinctiveness of this initiative and the importance to promote the sustainability culture at local, national and international level.
Prof. Ettore Capri
ettore.capri@unicatt.it
Direttore Centro di ricerca Opera
dott.ssa Fiamma Valentino
valentino.fiamma@minambiente.it
Ministero dell'Ambiente