Domenico De Masi: Franciacorta 2027

A debate for designing the future

In celebration of the fiftieth anniversary of Franciacorta being awarded the status of DOC, controlled designation of origin, in 2017 the Consortium commissioned a research project to sociologist Domenico De Masi’s studio entitled “FRANCIACORTA 2027: A Debate for Designing the Future”, in order to outline Franciacorta’s aspirations, projects, critical situations, ideas and dreams in the next decade.

The results were presented in September 2017 at a conference moderated by Maria Latella. It was attended by entrepreneurs such as Andrea Illy (Altagamma president) and Oscar Farinetti (founder and creator of Eataly), professors such as Roberta Garibaldi (University of Bergamo) and Andrea Rea (Bocconi University of Milan), wine journalists such as Federico Quaranta (Decanter – Rai Radio Due) and Karin O’Keefe (Wine Enthusiast). Roberto Maroni, President of the Lombardy Region, represented the institutions. Many issues were discussed: from wine, market strategies, tourism and territory, to marketing, communication, and future generations.

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