The Ever Changing Role of the Media in Elevating Wine's Taste Perceptions

Wednesday, January 28th - 8:00am - New York
The Waldorf Astoria Hotel, Peacock Alley

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Lars J. Leicht, Vice President, Assistant to the Chairman of Castello Banfi, a twenty-three year veteran of the family-owned vineyard estate, lived at Castello Banfi in Montalcino, Tuscany from 1994 to 1997 and returns there several times each year in a key communications role for colleagues, consumers, trade visitors and journalists.

Leicht intimately studied all phases of the development of the estate's wines, from soil and microclimate, vine management and winery techniques, to treatment at the dining table.

His previous experience with the winery's marketing and sales divisions in the US, Canada, Europe, Caribbean and Asian/Pacific Rim honed a keen sense for wines in an international context, and his earlier career in journalism yielded vital perspective to manage the estate's press relations for the past 11 years.