New York – Italian wine as an ambassador of Made in Italy, a symbol of culture, identity, territory and responsible consumption. With this goal, the Italian Wine National Team has been launched, a project promoted by Coldiretti during the World Cup period to strengthen the presence and perception of Italian wine on international markets, starting with the United States, on the occasion of the Summer Fancy Food Show in New York, through an integrated campaign of promotion, communication and institutional outreach. The initiative aims to tell the world the authentic value of Italian wine, a cultural heritage that embodies history, traditions, landscapes, biodiversity and labour. The project is built around a football-inspired narrative. Barolo is cast as a monumental, reliable goalkeeper; Sagrantino and Brunello form the defence; Chianti Classico plays as the midfield playmaker; Prosecco is the number ten, capable of winning over America in a single sip; and Amarone stands out as the star performer for big occasions. The “bench” is equally deep, with more than 500 native grape varieties that enrich Italy’s wine heritage and look to global markets. No other country can rely on such a broad and diverse roster of denominations, reflecting a unique and irreplaceable viticultural biodiversity. The United States is currently the most competitive and demanding “league” for wine, a strategic market where history alone is not enough – identity, emotion and teamwork are essential. And it is precisely here that Italian wine continues its daily effort to win, both in American restaurants and on the tables of millions of consumers who choose Italy not only for the quality of its products, but for what they represent: a lifestyle rooted in conviviality, connection to the land, food culture and responsible consumption. (9colonne)