An established, eclectic chef, host of successful TV programs, passionate about music and social media, so much so that he was called the first "rock'n'social" chef in Italy, Alessandro Borghese, has become the "ambassador" for all promotion and enhancement activities of the denomination.
The Consortium of Asti and Moscato d'Asti docg has entrusted the study of strategy, creativity and planning of all the elements that will contribute to the launch and management of the platform of activities to the HUB09 agency in Turin.
President Romano Dogliotti continues: «With this operation the Consortium is once again, as always, alongside the supply chain, with the decision to invest budgets and resources for a medium and long-term activity to which we must look with confidence, without division and with all the unity we are capable of. Because only in this way, it is guaranteed, can difficulties be overcome ».
The partnership with Alessandro Borghese was followed and coordinated by the top management and consortium staff, together with the agency.
“In a time that is not as easy as what our country and the whole world is going through - explain from the Consortium of Asti and Moscato d'Asti docg - it is more imperative to expand and enhance communication, enhancement and promotion. In a community now based on social sharing, immobility and silence do not pay. We therefore started from this concept and from the idea that the denomination should have that leadership in the oenological field that belongs to it and that is recognized to it. In this sense - continue by the Consortium - a collaboration with Alessandro Borghese, one of the most innovative Italian chefs, appreciated and popular, will, in our view, the ideal tool to send signals not only to all actors in the supply chain - from winemakers manufacturers , from cooperatives to bottlers to sparkling wine houses - which every day strive to ensure the productivity of a strategic sector for the world of Italian wine and the economy, but also to final consumers who will be reminded of how much Asti and Moscato d'Asti docg have been and are still close to them, as product characteristics, of course, but also an example of sociability and conviviality that we must protect as precious goods for the Italian and world communities, in short, a must of Made in Italy in world to be valued and promoted ».
The activity will start on Sunday with the TV spot and a press campaign in newspapers, but will continue throughout the year on the social profiles of the Consortium and on those of Alessandro Borghese himself, as well as on the web in general.
Asti and Moscato d'Asti docg will also be the protagonists of a series of thematic episodes of the Kitchen Sound broadcast that Alessandro Borghese conducts on Sky channels. The chef will present secrets and recipes of the territory home of Asti and Moscato d'Asti docg for the pairings with wines made from muscat grapes, bringing the scent of this unique land and UNESCO heritage to Italian homes. teaches " rural glam ", the marketing positioning that the agency has created for the denomination.
But if the wines protected by the Consortium of Asti and Moscato d'Asti docg visit the Chef's transmission, he will visit the territories of the Denomination, thanks to the production of a social / digital format that will see Alessandro Borghese engaged in a trip to bet in the lands of Asti and Moscato d'Asti Docg, to discover the traditions, tastes and characters that have made the history of this territory of Muscat grapes and its unique wines.
In short, we will find our consumers where they move and inform; even on Alexa with recipes and wine pairings told by Alessandro's voice. Then we will return to TV at the end of the year, in view of the holidays.
Finally, the Borghese Ambassador will also be the protagonist in the events on the territory organized by the Consortium or to which the Consortium will adhere.
