Roero DOCG heads to Florida for American Wine Society conference

Sip and Savor will bring Roero DOCG wines and premium Italian deli meats to Jacksonville, Florida, for the American Wine Society Annual Conference from Oct. 22-24. The program centers on an Oct. 23 masterclass and a 14-wine showcase aimed at building U.S. consumer awareness of the denomination.

Why it matters: - Roero DOCG is getting a targeted U.S. push at a consumer-focused conference with about 360 wine lovers and enthusiasts expected in Jacksonville. - The program pairs education and tasting to help U.S. consumers understand the denomination, its styles and how the wines work with food. - Sip and Savor is using the event to promote both European wines and deli meats in the U.S. market.

What happened: - Sip and Savor will present Roero DOCG wines and premium European deli meats at the American Wine Society Annual Conference in Jacksonville, Florida, from Oct. 22-24. - The main activity day is Friday, Oct. 23. - The campaign includes an educational masterclass and an evening walk-around tasting.

The details: - From 11:00 a.m. to 12:15 p.m., wine expert Dana Beninati will lead a masterclass on the Roero production area and its wines. - Participants will taste eight wines representing different expressions of the denomination. - The lineup includes Roero Arneis DOCG, Roero Arneis DOCG Riserva, Roero Rosso DOCG and Roero Rosso DOCG Riserva. - The session will compare the territory, wine styles and diversity of the denomination. - The wines will be paired with Prosciutto Crudo, Salame Milano, Spianata Piccante, Coppa and Mortadella. - The pairing is meant to show how Roero wines interact with premium European deli meats. - In the evening, Roero will have a larger presence at the Conference’s Showcase of Wines from 7:00 to 9:30 p.m. - Sip and Savor will be title sponsor of the showcase. - A centrally positioned tasting area will feature 14 wines representing different typologies and expressions of Roero. - Dana Beninati will also serve as wine expert and Ambassador throughout the activities. - The event is designed to give consumers two ways to approach Roero: a guided look at terroir, wine styles and food pairing, followed by a broader informal tasting of more labels and producers. - Alessandro Costa, president of the Consorzio Tutela Roero, said the conference offers a way to build recognition for Roero in the United States through complementary tasting formats.

Between the lines: - The format suggests Roero is being positioned not just as a wine category, but as a food-pairing story for U.S. consumers. - The focus on both Arneis and red wines signals an effort to show range, not just one flagship style. - A title sponsorship and a dedicated tasting area point to a visibility push inside a crowded consumer event.

What's next: - Sip and Savor will continue promoting Roero and Italian deli meats across North America through exclusive content, events and experiences. - The campaign will keep using U.S. and Canadian outreach as part of its three-year run. - More information is available on the campaign website, on Instagram @sipandsavor.us, on Facebook Sip and Savor - US, and on YouTube SipandSavoreu.

The bottom line: - Roero DOCG is betting that hands-on education and food pairing will help U.S. wine lovers connect with the denomination faster than a standard tasting alone.