Voices of Barbaresco: an innovative approach to wine storytelling
- Jun 27
- 1 min read
With the selection of its latest two ‘Voices of Barbaresco’, Jeff Porter and Armando Castagno, the Enoteca del Barbaresco has championed a new approach to wine storytelling
Since 2019, the Enoteca Regionale del Barbaresco has annually appointed a figure to represent the latest vintage of Barbaresco DOCG on the market and to serve as its public face. Following in the footsteps of prestigious figures in wine journalism such as Antonio Galloni and Kerin O’Keefe, over the last two years the Enoteca has turned its attention to an innovative narrative capable of pairing the wine with insights drawn from different fields. Jeff Porter in 2025 and Armando Castagno in 2026 perfectly embody this approach.
The aim is to encourage consumers to discover Barbaresco DOCG from a fresh perspective, using images and ideas drawn from other fields, with a more accessible vocabulary that everyone can understand.
Castagno thus explored the parallels between wine and the art world during the conference entitled “Il Barbaresco e l'Arte • Visioni e risonanze”, whilst Porter illustrated his ‘WHY NOT?’ philosophy through a broader exploration, first engaging students from the Alba (CN) School of Oenology during a lecture, and then involving producers in a game of associations – ranging from music to films and food – in which Barbaresco takes centre stage.
🎬 Video interviews with Jeff Porter will be available soon. Follow us to discover Barbaresco through the imagination of our producers
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