Milano Sanremo del Gusto - a journey along the stops of taste

An itinerary to rediscover the local food and wine traditions born on the route of the legendary cycling race. A project that combines the world of Agrifood with experiential tourism.

Born in front of a glass of wine in an osteria in Milan in 1907, the Milano-Sanremo is a legendary cycling race that has been running for 110 years that, every year, marks the beginning of the great international professional races calendar.

In the wake of this race, the "Milano Sanremo del Gusto" project of interregional food excellence was launched with the Liguria Region as the lead partner alongside the Lombardy and Piedmont Regions. It is the first high profile food-tourism project for this territory that begins in Milan, passes through the Oltrepò Pavese, the hills of Monferrato, and continues along the trails of the Beigua Geopark, ending with the sea of the Ligurian Riviera.

An itinerary of good food and wine, full of enchanting views, among vineyards and castles, medieval villages and ancient farmhouses, up to the Mediterranean colours of Liguria, with the pleasant life that overlooks the sea and hills blanketed with olive trees.

An incredible variety of recipes, unique places and tastings can be experienced, stage by stage, discovering restaurants, wineries, oil mills and farmhouses, as well as fish tourism - all communicating the true essence and identity of the regions.

Each Region promotes its own typical products along the route of the Milano Sanremo del Gusto: Lombardy focuses on the wines from the Oltrepò Pavese with 7 DOC wines, as well as its Mortara goose salami and Varzi cold cuts, rice, sweets and cheeses, along with the unmissable Gorgonzola and Grana Padano. Piedmont revamps the excellence of its DOCG and DOC wines from Dolcetto d'Ovada, Colli Tortonesi and Gavi to the region's extraordinary cheeses, ranging from Montebore to Roccaverano Robiola, also including traditional chocolate and desserts. Liguria brings forth the great classics of pesto and focaccia, Extra Virgin Olive Oil from the Ligurian Riviera, Taggiasca olives, wine and fish, including anchovies and Sanremo red shrimp. Flavors shared by all three regions include artisan beer, vegetables and the great tradition of creamery production expressed at its very best in artisan ice-creams. 

140 food-tourism operators joined the initiative including; 7 holiday farms/educational farms, 63 farms/food companies/shops, 11 wine cellars/wine shops, 9 oil mills, 4 fish-tourism farms, 3 osterias and 43 restaurants.

A multitude of initiatives were organized to launch the Milano Sanremo del Gusto: events, workshops, cooking shows, food-experience events, radio campaigns and the Road Show of the Village Milano Sanremo del Gusto in Sanremo and Milan. Each event features the same format of the Milano Sanremo del Gusto ON STAGE where major food testimonials signed dishes, ice creams and cocktails with ingredients from the three regions.

The #MSRGUSTO hashtag confirmed that the project received 2.4 million views and 6,200 posts. The number of impressions stands at 26 million.

On the Milano Sanremo del Gusto website foodies have the opportunity to create their own itinerary or find the food and wine experience they most desire to explore. Results can be sorted by typical products, companies and personal taste preferences.

If you are passionate about Italian food and wine, you belong to the wonderful world of all of us foodies. Enter an ancient oil mill, stroll through the rows of the dolcetto vineyards, take home delicious Genoese basil pesto, and try a tasting of cheeses paired with honey. Discover an ancient recipe or the creativity of a chef. 

Whether you are a gourmet or traditional foodster, or healthy chic type, here all the flavors offer a unique, authentic and familiar experience.

-ENDS-

For more information, please contact Hannah Beeching: hbeeching@aviareps.com