Be.Come 2024, in Milan. Too many friends and encounters to even consider not attending.
Three days dedicated to a different way of talking about wine. Or rather, not just about wine, but about everything that revolves around it.
How should it be communicated? What are the trends? Is it possible to talk about wine marketing without addressing experiential marketing, hospitality or new communication languages?
Three days to share a simple conversation, or to let yourself be intrigued by a new topic. Be.Come is an event devoted to wine, but outside the usual boundaries. A format conceived by Allumeuse, using social interaction as the glue to bring together people who engage with wine for different reasons.
It’s fascinating to move from a masterclass by Gabriele Gorelli to an aperitivo organized by the friends at Drink Kong, then from a talk on experiential design to the “Dinner of the Hundred Sicilies,” and to share a table informally with friends and strangers alike.
This is the kind of “wine” I love — made of human connection, glasses raised, and shared experiences.
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