"Trentodoc's future challenge is increasingly across borders: we must have the courage to take our sparkling wine from the mountains to the world, proud of our identity". These are the words of Matteo Lunelli, President and CEO of Ferrari Trento, speaking at the event "Unknown lands. New areas of wine production and consumption", as part of Trentodoc Festival held in Trento from September 20 to 22. "The specificity and uniqueness of Trentino sparkling wine," he added, "are now recognized even by opinion leaders, and the titles and medals won even recently prove it: not only as Ferrari Trento have we been the producers of the year, but Trentodoc is the most awarded Italian region. However, we have to bring all this to the final consumers, the world is huge but it is a great opportunity. The first market is the U.S., then there is Asia where Japan recognizes Ferrari and Trentodoc as a sparkling wine of excellence. China is still a complex market but should be an opportunity in the future. In the Middle East the UAE is a great showcase where we want to be present, then in the future Saudi Arabia. Our good fortune is that the world is passionate about the Italian lifestyle, and Trentodoc is an expression of that," Lunelli concluded. "We represent a lesser-known champagne region, which is coming into the spotlight right now with many new producers and many different and very interesting wines," said Arnaud Fabre, President of Alexandre Bonnet, instead. “The champagne consumer," he added, "is looking for new experiences: we produce wines with a sense of terroir, a very strong personality and identity, responding to consumers' tastes”. “China is one of the “unknown lands”, considered either an eldorado or hell by our producers. We have tried to downplay it by portraying a picture close enough to reality of what is happening there. It is not a matter of turning the “nightmare” China into a “paradise”, but certainly of making our producers seize the opportunities,” concluded Simone Incontro, General Manager Veronafiere Greater China, who spoke at the event.