WHY NOT? with Jeff Porter, a game of associations to describe Barbaresco without prejudices

6 days ago
2 min read

With his characteristic wit, Jeff Porter drew the producers into a game of associations – ranging from music to films and food – in which Barbaresco DOCG takes centre stage

With the “Why not?” project, journalist Jeff Porter, “The Voice of Barbaresco – Vintage 2025”, has put the imagination of the producers at the Enoteca del Barbaresco to the test, creating a game of associations, from music to films and food, in which Barbaresco DOCG takes centre stage.

Jeff Porter, the Voice of Barbaresco 2022

In this project, comprising 10 videos organised by topic, each theme provides an opportunity to let the imagination run wild through new approaches and unusual pairings, and to work together to create a fresher, more innovative narrative around wine – a narrative championed by Porter, in collaboration with the Enoteca del Barbaresco.

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.

HERE ARE ALL THE VIDEO INTERVIEWS WITH THE PRODUCERS