White wine, the standard-bearer of Friuli Venezia Giulia, stars in the first territorial product placement operation in film for the region.
Not only cinema: the new film Esprimi un desiderio (Make a Wish) by Volfango De Biasi brings to the big screen, alongside the familiar faces of Max Angioni and Diego Abatantuono, the emblematic wine of Friuli Venezia Giulia, Friulano. This is the first structured territorial product placement operation in film for the region, a project that combines culture, territory and food and wine. Presented at the Giffoni Film Festival and released yesterday in Italian theaters, the film not only tells a story of generational dialogue, but also offers the audience an opportunity to meet an authentic goblet, an emblem of a land that has tied its identity to the vine for centuries.
Cinema and tasting: a combination that tells the story of the territory
The product placement project was created thanks to the collaboration of PromoTurismoFVG and FVG Film Commission, which made it possible for Friulano to be present on stage. In addition to confirming Friuli Venezia Giulia’s role as a set of national and international prominence, thanks to Make a Wish, wine becomes part of the filmic narrative in a natural way, strengthening the link between cinema and the territory’s identity.
During the official presentations of the film – at the Casa del Cinema in Rome and at the Notorius Cinemas Gloria in Milan – at the PromoTurismoFVG corner, the public was able to taste regional wines, experiencing firsthand the sensory experience evoked by the cinematic narrative. An initiative that represents a new model of integrated promotion, capable of enhancing wine not only as a product of excellence, but as a cultural and territorial ambassador.
The flagship wine of Friuli Venezia Giulia
Friulano is an elegant and structured white wine, characterized by a harmonious bouquet with vegetal notes and a delicate almond aftertaste. Once known as Tocai friulano – a designation abandoned in 2007 – it is now considered the wine of Friulian identity: versatile, refined and perfect paired with both aperitifs and traditional regional dishes, from crispy frico to lagoon fish, from San Daniele ham to wild herb omelettes.
Source: PromoTurismoFVG
