Events

Alois Lageder and parts of Summa
«Magnum» №5(8) 2006

Vinitaly is good, but Cason Hirschprunn is better, once thought Alois Lageder and organised an alternative tasting in his fairytale-like estate in Alto Adige.

It’s been 10 years, and Lageder’s tastings have become legendary. Influential wine buyers and best producers of Italy and Europe are keen to take part in them.

Tenuta dell’Ornellaia, Bruno Giacosa, Ananda, Silvio Jermann, Roberto Anselmi, Podere 414, Alois Lageder, Fattoria Zerbina, Nino Franco, Feudi di San Gregorio, Poderi Boscarelli… These and other stars of Italian winemaking recently gathered at the 10th Summa tasting. Owners and winemakers were standing behind tables and pouring wine while guests were unhurriedly moving from one room to another, talking to producers and openly enjoying the whole process.

It was this atmosphere that Alois Lageder missed at major wine fairs — that’s why he decided to organise his independent event. “After Vinitaly 1996 we felt some disappointment. By then the exhibition had become one of the central wine events and gathered a huge number of visitors. We tried to give attention to every person who came to the stand but in the end it was impossible — there were too many guests. Our winery is not far from Verona. We thought that if we can organise transport from the fair and back, it will be interesting for people to come and visit us”.

First three years Cason Hirschprunn was open during all days of Vinitaly, but only in the evenings and solely for tasting of Lageder’s wines. Then Alois started to invite other Italian and European producers. Now Summa tasting runs for two full days. Its format and the number of participating wineries vary from year to year. “Today I can say that this was one of my best marketing ideas — in the right time and at the right place. Like any exhibition, Vinitaly carries important functions, but our own needs should also be considered. The fair was great to help us find partners all over the world. But once the relations are established, they need to be developed”.

There is enough space for everything in Cason Hirschprunn — some rooms are used for tastings, other — for meetings and negotiations. Informal communication continues outside, in the courtyard. “Each producer invites his partners and clients. As a result, there is a great exchange and development of contacts. This year we had about 1,500 guests”.

The other undisputed advantages are natural beauty of the place and gastronomic delights. Mountains of the Southern Tyrol are in the background of the 400-year-old Cason Hirschprunn mansion. For lunch guests are treated to the dishes of haute-cuisine. The programme also features tastings of meat delicatessen, cheeses, chocolate and other products. There are tours to Tor Lowengang, Lageder’s winery where art of winemaking is finely combined with functional design of the leading artists of the world. “People go away with impressions, and the impressions stay in memory for a long time”, says Alois. “You really want to come back to experience them again”, I reply.

Summa-2006: selection of wines
Collezione Brut Franciacorta 2000 Azienda Agricola Cavalleri (++)
Primo Franco Spumante Prosecco di Valdobbiadene 2005 Nino Franco Spumanti (++)
Vintage Tunina 2004 Silvio Jermann (++)
Pietramora Sangiovese di Romagna Superiore 2003 Fattoria Zerbina (++)
Contest Hirschprunn 2003 Alois Lageder (++)
Serpico 2003 Feudi di San Gregorio (++)
Morellino di Scansano 2004 Podere 414 (++)