Case Study

Consorzio di Tutela Barolo Barbaresco Alba Langhe e Dogliani

Objective

Barolo & Barbaresco World Opening (BBWO) is a flagship activation designed to introduce the newest vintages of Barolo and Barbaresco entering the U.S. market while strengthening the global reputation of the Langhe’s most prestigious wines.

The objective of the program is to create the largest and most influential Barolo and Barbaresco tasting event outside of Italy, gathering leading producers from the Langhe alongside key members of the wine trade, media, and consumers. Through an integrated communications campaign—including media relations, advertising, retail engagement, and educational programming—BBWO aims to elevate awareness of the denominations, position Barolo and Barbaresco as benchmarks of fine wine, and stimulate market demand across key U.S. markets.

Results

The integrated campaign successfully positioned Barolo & Barbaresco World Opening as one of the most influential Italian wine events in the United States, generating strong media visibility, industry engagement, and consumer participation.

Across multiple editions of the program:

200+ Barolo and Barbaresco producers participated
1,000+ trade and media professionals attended the New York editions
500+ consumers attended the public tasting sessions
287M+ media impressions generated for the New York editions
312M+ media impressions generated for the Los Angeles edition

The 2025 Austin edition further expanded the program’s geographic reach through the introduction of the Barolo & Barbaresco Academy Series, a multi-city educational roadshow designed to build anticipation ahead of the Grand Tasting. Hosted in key Southwest markets including Dallas, Houston, Austin, San Antonio, Phoenix, and Denver, the academies engaged wine professionals through in-depth masterclasses led by Barolo & Barbaresco expert Sandro Minella alongside leading sommeliers and industry educators.

The initiative culminated in the Barolo & Barbaresco World Opening Grand Tasting in Austin, welcoming 450 trade members and 450 consumers and showcasing over 350 wines from more than 150 Langhe producers, presenting the newly released vintages directly to the U.S. market.

Summary

Barolo & Barbaresco World Opening is the signature U.S. launch event for the newest vintages of Barolo and Barbaresco wines, organized on behalf of the Consorzio di Tutela Barolo Barbaresco Alba Langhe Dogliani.

First launched in New York City in 2020, the program was conceived as a large-scale immersive tasting experience bringing together hundreds of producers from the Langhe to present their newest releases to the U.S. market. Since its inception, the event has expanded geographically to reach key markets including Los Angeles (2022) and Austin, Texas (2025), while returning to New York in 2024 with record attendance.

To maximize impact, C&P developed an integrated communications platform surrounding the event. This included national and local media relations, strategic advertising partnerships, digital and social campaigns, outdoor advertising, retail activation, and collaborations with influential wine media and trade platforms.

In 2025, the program expanded further with the Barolo & Barbaresco Academy Series, a multi-city educational roadshow across the Southwest designed to build anticipation ahead of the grand tasting. The academies targeted trade professionals and media through in-depth masterclasses led by leading experts.

The culminating event—the BBWO Grand Tasting—offered an immersive tasting experience featuring hundreds of wines from more than 150 producers, welcoming both trade and consumers to discover the newest Barolo and Barbaresco vintages and engage directly with the producers behind them.