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Lux Wines Launches First Ever U.S. Virtual Reality Tour with Allegrini, Jermann and Renato Ratti


Iconic Italian Wineries Utilize Advanced Technology to Bring Vineyards to Life Abroad

New York, New York. November 21, 2019. Three of Italy’s most prestigious wineries, Allegrini, Jermann and Renato Ratti, recently completed a two-city tour in New York City and San Francisco. The events brought each property to life for trade and media through the use of high quality, 360-degree virtual reality technology viewed on an Oculus headset. Each event was a success, featuring a seated tasting with virtual tours of the wineries and live comments from each producer. Winery representatives Marilisa Allegrini (Allegrini) from Valpolicella, Pietro Ratti (Ratti) from Barolo, and Felix Jermann (Jermann) from Friuli, were present at each event to present their wines and winery through the innovative use of technology. The tour visited New York City on November 4th and San Francisco on November 7th. The producers are all part of Lux Wines, an importer and purveyor of fine wines from around the world created by E. & J. Gallo Winery.

“To be competitive in any major wine export market, it is important to connect with your customers,” comments tour participant, Marilisa Allegrini, CEO of Allegrini Estates. “Virtual reality technology allows us to bring our vineyards, our winery, and our wines, to life for all of our partners abroad.”

Allegrini, Jermann and Ratti are the first producers in the Lux Wines portfolio to utilize the virtual reality technology. For luxury wines and estates in their portfolio, Gallo saw an opportunity to use virtual reality to connect with key customers without the trip to Italy. “The virtual reality / 360 video tour allows us to transport and connect the media gatekeepers and sommeliers with these beautiful wineries and iconic families. It’s an exciting way for people to interact with the wines,” says Giovanni Nencini, Managing Director of Lux Wines.

Lux plans to increase the use of virtual reality for trade and media tastings and eventually create an experience for consumers as well.

ABOUT LUX WINES: Founded in 2014, LUX Wines is an importer and purveyor of fine wines from around the world created by E. & J. Gallo Winery as a distinct selling and marketing division. LUX Wines hand-selects truly singular, terroir-driven wines from highly acclaimed wineries around the world that transcend time and are deeply rooted in tradition. LUX is led by Managing Director Giovanni Nencini, who has a profound understanding of the fine wine business with more than 25 years of high-level experience in sales, marketing and exporting.  Nencini oversees an elite team of wine professionals who have lived, worked and traveled in the world’s most renowned winegrowing regions. For discerning American wine enthusiasts, LUX offers a growing international portfolio of iconic wines.

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