San Diego hosted a dynamic and highly successful week of activities for Sip and Savor: Pairing European Wines and Deli Meats, the European promotional project dedicated to Roero DOCG wines and Italian deli meats. Through educational sessions, trade fair participation and experiential dining, the initiative engaged food and wine professionals, media representatives and influencers, confirming the strong interest of U.S. audiences in authentic European food and wine culture.
The program opened on January 11 with a dedicated masterclass on premium Italian deli meats, addressed to a selected group of industry professionals. Led by experts from IVSI, the session explored production methods, quality standards and the cultural heritage of Italian cured meats, offering practical insights tailored to the U.S. market.
From January 11 to 13, Sip and Savor took part in the Winter Fancy Food Show, one of North America’s leading specialty food trade fairs and a key meeting point for producers, importers, buyers and distributors. The project’s presence offered visitors an opportunity to discover the campaign’s products and their potential within the North American market.
The highlight of the week was an exclusive pairing dinner held at Andaz San Diego, in the heart of the city’s Gaslamp Quarter. Journalists, influencers and industry professionals were invited to enjoy a curated tasting experience celebrating the harmony between Roero DOCG wines and Italian deli meats. The menu, created by chef Jaime Olivares, featured deli meats both in their pure form and creatively integrated into contemporary dishes, each thoughtfully paired with different styles of Roero DOCG wines to showcase their versatility and modern appeal.
The San Diego events successfully conveyed the core values of the Sip and Savor project—quality, tradition, conviviality and contemporary enjoyment—and marked an important step in the campaign’s ongoing activities across the United States and Canada.
