US wine writers toured Roero on a five-day study trip

Eight US wine writers and communicators visited Roero in Piedmont from Sept. 22-26 as part of Sip and Savor, a campaign to build awareness of Roero DOCG in the U.S. The trip paired winery visits and technical tastings with food-and-farm experiences to deepen coverage of the denomination.

Why it matters: - The trip gave US wine writers direct access to Roero producers, wines and terrain, which can shape how the denomination is covered in American media. - The campaign aims to strengthen awareness of Roero DOCG in the United States through firsthand experience and specialized wine coverage.

What happened: - Eight US wine writers and specialized wine communicators traveled to Roero in Piedmont for a five-day program from Sept. 22-26. - The visit was organized under Sip and Savor: Pairing European Wines and Deli Meats. - Participants came from established wine publications and independent platforms, including Cheers Magazine, Wine Review Online, Azure Road and Wine Predator. - The group visited six wineries: Benotti Rosavica, Matteo Correggia, Poderi Vaiot, Filippo Gallino, Nino Costa and Antica Cascina dei Conti di Roero.

The details: - A technical tasting at the Consorzio Tutela Roero featured 25 wines. - The tasting covered Roero Arneis DOCG, Roero Rosso DOCG and Roero Arneis DOCG Spumante. - The lineup included classic and Riserva versions of Roero Arneis DOCG and Roero Rosso DOCG. - The session let participants compare styles, producers and winemaking approaches across the denomination. - The broader itinerary included a hazelnut tasting, a meeting with local shepherds and a cheesemaking demonstration. - The program also included a truffle hunt, a gelato-making experience and a visit to a beekeeping farm. - The trip highlighted the agricultural and gastronomic identity of Roero beyond wine.

Between the lines: - Roero is using immersive journalism trips as a media strategy, not just a hospitality gesture. - The focus on Nebbiolo and Arneis suggests the campaign wants writers to link the wines more closely to place, production and local culture. - Alessandro Costa, president of the Consorzio Tutela Roero, said the visit helped writers understand the denomination’s complexity and the context behind its wines.

What's next: - Sip and Savor will continue its three-year effort to promote European wines and deli meats in the US and Canada. - The campaign plans to use exclusive content, events and experiences across North America to reach consumers and trade audiences. - More information is available through the campaign’s website and social channels: More information, Instagram @sipandsavor.us, Facebook @Sip and Savor - US and YouTube @SipandSavoreu.

The bottom line: - Roero is betting that direct exposure for wine communicators will translate into stronger US awareness for its DOCG wines.