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54 WINES&VINES January 2017 VIEWPOINT SPONSORED CONTENT Ernesto Abbona Marchesi di Barolo Tradition and technology, an inseparable combina- tion. Tradition means knowing how to conserve the soil, de- positary of the quality of our wines and the place where they grow and shape their characteristics. Everything else, while maintaining the identity of the product, is constant innovation, both in agricultural practices and in the work in the cellar, in or- der to achieve the quality re- quired by increasingly de- manding markets. Why is SIMEI@drinktec an event not to be missed? You always find what you are looking for at SIMEI in terms of innovation and processes. And not only. The best part is that while wandering through the stands you also come across unexpected things: so- lutions, the result of the inge- nuity of our entrepreneurs and researchers, which you would not even imagine ex- isted. The 2017 edition will be in Munich, what do you ex- pect? Being in Monaco will be an excellent opportunity both for us in that we will be able to extend our sales area and for exhibitors who will be able to introduce themselves to new markets. This will make them even more inter- national and their products, by increasing their sales area, will become even more com- petitive. We will all benefit from this because the wellbe- ing of a company in its local area promotes the wellbeing of the area itself with positive repercussions for everyone. On the run-up to SIMEI@drinktec 2017 Five leading Italian wine producers explain why SIMEI@drinktec is an event not to be missed There is great anticipation for SIMEI@drinktec, the most important international trade fair for wine technology and bottling, which is due to be held from 11 th to 15 th September 2017 in Munich. An opportunity not to be missed to see the manufacturing excellence and innovation in machinery and equipment in this industry, as we are told by five leading Italian wine producers, who will be in the first row at SIMEI@drinktec to find out about what is new in this 27 th edition. Munich