Well, you now have two of the major Italian current events. If we instead look towards the world of wine, last week I met with Dr. Fasoletti, director of the Consorzio in charge of safeguarding and promoting the Valpolicella area's wines (Valpolicella, Valpolicella Superiore, Recioto della Valpolicella and Recioto della Valpolicella Amarone -- note the V-word in every name). At the end of the conversation he showed me a photo of a sign that said: Valpolicella (the word "police" within Valpolicella highlighted with a different color), and then, in English: "Please don't drink and drive. Last year over 90,000 people were convicted of drink (sic) driving." Turns out that the photo was of a billboard (attached to a bus if I remember right), and was part of an initiative dreamed up by Britain's Department of the Environment Transport and the Regions as a way of fighting alcohol abuse; there were also signs that involved the words lager, beer and rum. However, none of the other signs specified a particular product, and I can understand the Consorzio's being upset at having its wines associated directly with drunk driving. So could the DETR, which immediately yanked the Valpolicella posters when contacted by the Consorzio. But the add agency that dreamed up the campaign apparently cannot, because when they sold the project to Ireland the Valpolicella posters reappeared. If you happen to see one, contact the Consorzio at vinovalpolicella@tiscalinet.it, or drop me a line and I'll send it along.

A presto,
Kyle Phillips
Webweaver, About Italian Cuisine

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