World Lambrusco Day: A Global Celebration

For World Lambrusco Day on 21 June, Medici Ermete organized a digital campaign spanning Italy, the United States and Japan. More than 30 creators received personalized kits containing a named bottle of Concerto, an “I ❤️ Lambrusco” shirt and participation instructions. Stories were scheduled by time zone—Japanese first, then Italian and English—and a virtual avatar guided an online introduction to the estate and Lambrusco. Participants added posts and original reels. In parallel, Consorzio Tutela Lambrusco brought producers and Italian wine-and-food journalists together at Skyway Monte Bianco.