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Franciacorta bar makes €1.5m at Milan world fair
Winemakers from Franciacorta are celebrating after a Franciacorta pop-up bar at the Expo Milano 2015 world fair made €1.5 million (£1.1m) in sales.
Around 21,000 bottles of Franciacorta were opened at the Expo 2015 world fair between May and October 2015 (Photo: Expo 2015 SPA)
More than 21,000 bottles of Franciacorta sparkling wine were opened to 145,000 visitors to the Franciacorta Wine Bar during the fair, which ran from May to October 2015.
As the official sparkling wine of Expo Milano 2015, Franciacorta was provided by the Franciacorta Consorzio (the Consortium for the Protection of Franciacorta), which represents 113 wineries in the Franciacorta DOCG.
The Franciacorta Wine Bar, located within the Decumano – the main thoroughfare of the fair – welcomed a number of key opinion leaders, VIPs and a huge number of general customers over the six-month period. The fair attracted more than 20 million visitors during this time.
Franciacorta played a leading role at every official event of the fair, which included a series of activities and events, held both in Milan and Franciacorta, that gave visitors a chance to discover the wine and the winegrowing area.
“We are very happy with the success of this sponsorship and so pleased that all of our hard work has paid off,” Franciacorta Consorzio president Maurizio Zanella said.
“We are of course delighted with the sales results, however ultimately the exposition has given us a great platform to introduce our wine and region to many consumers from Italy and all over the world.”
The Franciacorta Consorzio works to protect and promote the Franciacorta brand around the world, and to regulating production of the sparkling wine.
The drinks business reported earlier this year how sales of Franciacorta had soared in the UK, increasing by 173% during 2014.
Franciacorta announced last year that it was stepping up its export ambitions with the aim of increasing its sales by four million bottles.
Franciacorta is Italy’s first wine to be made using the traditional method of secondary bottle fermentation, as used in Champagne. Located in the heart of Lombardy in northern Italy, Franciacorta achieved DOCG status in 1995.