In the elegant setting of the Grand Hotel Parker’s overlooking the Gulf of Naples, the new edition of Be.come once again affirmed its role as a laboratory of ideas, languages, and visions within the world of wine. More than an event, it is a place where wine becomes a narrative tool to explore identity, relationships, and community. Leading this journey is Alessandra Montana, founder of Allumeuse and creator of the format, who in her interview guides us through the essence of a now well-established and recognizable appointment.
This year’s theme, “Beyond the glass towards the future,” perfectly captures the soul of the event: moving past the tasting moment to focus on the languages, emotions, and relationships that wine is capable of generating. The spotlight is on younger generations, protagonists of a cultural shift that demands new communication codes. According to Montana, they are the ones rewriting a more direct, accessible language—one that allows people to feel part of a shared identity.
In this spirit, Be.come brings together twenty to twenty-five wineries from the B Club each year, fostering dialogue with industry professionals, journalists, and key opinion leaders. Over three days, panels, tastings, and dinners curated by Michelin-starred chefs become opportunities to build genuine bonds, encourage exchange, and give rise to reflections that continue well beyond the event itself.
Central to the discussion are what might be called the “added values”—or rather the essential values—of wine: experience, language, and the ability to engage new audiences. Building on this idea, Montana reflects on the reluctance that sometimes emerges among producers. While major brands have already embraced a contemporary, experiential approach to telling the story of Made in Italy, some small producers still tend to be self-referential. This is precisely why Be.come works to encourage them to “leap over the obstacle,” inviting wineries to look beyond the present and develop narratives truly oriented toward the future.
A future that also grows through dialogue with other worlds of Italian excellence. This year’s collaboration with Kiton, an icon of Neapolitan tailoring, offered a unique chance to connect fashion and wine in a shared story of craftsmanship and culture.
Through Montana’s words, the role of wine emerges clearly as a “social catalyst”—a medium capable of sparking conversations, connections, and shared moments. This, ultimately, is wine’s cultural power: activating relationships that can enhance not only social experiences but also the way long-term value is created.
As for the future of the event, Montana confirms that Be.come typically adopts a two-year cycle for each location. After Siena and Milan, Naples is in its first year and could be confirmed for a second, although interest from other cities—keen to host the event and showcase their local wine productions—is already growing. The reflection has only just begun and will evolve in the coming months.
For now, one thing is certain: Be.come will continue to grow, evolve, and chart new directions while remaining faithful to its mission—creating valuable relationships and inspiring new narratives for the future of wine.
See you at the next edition, always—naturally—beyond the glass.
