The first edition of BE.COME 2022 project recounted a narrative on the perception of change through the main trends of digital innovation and their impact on people’s habits and businesses. The objective of the first edition of the BE.COME 2022 was precisely to investigate the current positioning of Italian wine brands in relation to the distances that separate it from the great ‘Made in Italy’, such as fashion and design, through what are new references in the markets and new tools that can elevate the perception of individual labels in an international panorama.This first edition told the story of the strength of the great Made in Italy brands through a more eclectic and transversal interpretation starting from the wine sector and converging towards territorial marketing, digital culture, all the way to the Metaverse, collecting and investments. BE.COME is an event that, thanks to the Club Club event, guarantees valuable relationships and real business opportunities. A context of exclusive visibility, in the incomparable scenario of Siena. An opportunity to establish itself as a brand of excellence in the context of international production, but above all a new generation event in balance, networking, learning and entertainment.