ABOVE & BEYOND WINE

Unearthing wine to discover a journey through terroirs, destinations and future horizons.

THIRD EDITION
November 25th – 27th, 2024
Raddison Collection Hotel
Palazzo Touring Club / Santa Sofia Milan

AN EVENT BY ALLUMEUSE
& GABRIELE GORELLI MW

Allumeuse has created a Club formula project, where wine companies have the opportunity to communicate, meet and discover communication technologies and marketing languages used by many high-end brands (fashion, design, food & beverage and finance) to interact with the final consumer. BE.COME has brought together some of the most important exponents in the international world of winemaking, with buyers and HO.RE.CA operators, creating valuable business opportunities and cross-sector synergies.

2021

MORE THAN WINE EXPERIENCE

2022

UNDERSTANDING PRESENT TO RESHAPE FUTURE

2023

THE HEARTBEAT OF SUCCESS

AN EVENT BY ALLUMEUSE
& GABRIELE GORELLI MW

Allumeuse has created a Club formula project, where wine companies have the opportunity to communicate, meet and discover communication technologies and marketing languages used by many high-end brands (fashion, design, food & beverage and finance) to interact with the final consumer. BE.COME has brought together some of the most important exponents in the international world of winemaking, with buyers and HO.RE.CA operators, creating valuable business opportunities and cross-sector synergies.

2021

MORE THAN WINE EXPERIENCE

2022

UNDERSTANDING PRESENT TO RESHAPE FUTURE

2023

THE HEARTBEAT OF SUCCESS

ABOVE & BEYOND WINE

Unearthing wine to discover a journey through terroirs, destinations and future horizons.

The ritual of winemaking echoes beyond the boundaries of the vineyard, dispersing throughout the region and building strong values of respect and admiration. It is precisely because of these profound values that wineries are more than just businesses, but rather, true centers of culture, doors that open onto the territory and to all its peculiarities. Tradition and quality intertwine in a harmony that transcends tasting, and becomes a cultural and sensory exploration that unites land, traditions and destinations, ultimately consecrating wine as an emblem of the future.

The third edition of BE.COME

Is aimed at blending traditional styles and contemporary ideas, drawing from a past that is rich in history to reimagine something new.

It wants to narrate our beauty, the efforts to safeguard the environment through knowledge, experiences and of moments of life.

It wants to enhance the role of wineries as custodians of an ancient knowledge that continues to protect and regenerate nature.

Wine is much more than just a product, It is an experience, an interplay of values, a distinctive symbol that speaks of the sense of belonging and deep connections in a network of values made of and for good taste. The experiential discovery of the territory in which wine is made is becoming increasingly relevant in the world of wine, whereby the relationship between a winery and the world that lives around it continues to grow and form tighter, more meaningful bonds.
Wine is much more than just a product, It is an experience, an interplay of values, a distinctive symbol that speaks of the sense of belonging and deep connections in a network of values made of and for good taste. The experiential discovery of the territory in which wine is made is becoming increasingly relevant in the world of wine, whereby the relationship between a winery and the world that lives around it continues to grow and form tighter, more meaningful bonds.

For this edition of BE.COME we have decided to explore an increasingly popular trend, to explore territories through an articulated approach that begins at wine and continues along a journey of wine production and activities that hold a strong and incessant value. The corollary of this new edition is that we can push the boundaries above and beyond wine, to give life to valuable experiences, creating strong connections and unforgettable memories.
It all starts from wine, expanding beyond and returning to a continuous, yet constantly changing cycle. With this journey, a metaphorical expedition of discovery amidst contiguous universes, we want to recount the culture and heritage of the territory.

TALK

THE PERFECT MATCH

The alchemy between places, buildings, and cultures, that make a territory “a must go to” destination. The allure of a natural, breathtaking, and diverse landscape has never been questioned, and yet each country has a range of options that portray different perspectives, facets and unexpected nuances.The idea is that professionals from diverse backgrounds (a philosopher, a tastemaker, a tourism scholar, and a journalist, for example) discuss the phenomenology of travel, in an attempt to bring back to the truest and most profound meaning of the words that complement it: hospitality, encounters, wonder, responsibility, and freedom, in a conversation in which personal experiences and cultural instances can be transformed into a modern vademecum for the wayfarers of the future.