The idea behind BE.COME was to create an unconventional event that was consistent with the positioning of high-profile exclusive formats, targeting both the wine community and new national and international loyalties, attracted by increasingly dynamic realities somewhere in between wine and lifestyle.The idea behind BE.COME was to create an unconventional event aimed at The goal was to create a place and a dedicated moment that would bring the international consumers closer to the new, broader, perception of contemporary culture, that sees the blending of products, territories and communities. It is something that resembles more an event within a fashion context, from which we can draw a sense of belonging within an international community.In particular, the BE.COME 2021 event showcased the strength of the Tuscany brand through a more eclectic and transversal interpretation of the traditional wine sectors and major denominations. The BE.COME 2021 exhibition recounted the value of Italian avant-garde masterpieces such as Supertuscans, which continue to prove their worth through enhanced interpretation, amid the already highly characterized landscape of traditional denominations.The history of label production spanning from the Supertuscans to the Selections of the current appellations represents a virtuous and successful network in the world of wine, bearing witness to a creative Tuscan nature with a cosmopolitan character.BE.COME has fostered contact and dialogue among the exponents of creativity, related to contemporary business, in all its forms: trendsetters, opinion leaders, journalists and producers in the sector.