Promotion and communication of food and wine are important, and even more effective, when they get out from the not secondary context, but often self-referential, of experts and super enthusiasts. Maybe mixing with other “themes” or languages, such as, for example, that of entertainment, in its different forms, focusing more on fascination and emotion, accessible to everyone, than on technical aspects, reserved for few.
Therefore, widening the audience and the scope of the message to as wide an audience as possible, even when it comes to products of excellence and, in their own way, at least philosophically, elite. But, in order to be really such, they must be known and desirable by the general public.
