Astoria Wines is the official sponsor and supplier of the Giro Donne. After Tour of Italy and the Giro d'Italia Next Gen, which concluded in Trieste just a few weeks ago, the Treviso winery is present and an absolute protagonist on the stage of the most important women's stage race in our country. A real "en plein" achieved in 2023, confirming how close Astoria is to the world of cycling and how important and strategic the cycling world itself is for its promotion.
After the men's Giro d'Italia, where the winner was Primois Roglic, and the Giro Next Gen, dedicated to young talents on the world cycling scene, The time has come for the Giro Donne: the stage race scheduled for these very days, with the finale set for Sunday, July 9th in Sardinia. And as just mentioned, Astoria will once again be on the podium at this event: an event that represents one of the key races on the international women's cycling calendar. A further confirmation of how the Treviso brand, known throughout the world for its Prosecco, is now recognized and accredited everywhere as the brand par excellence linked to the awards ceremonies of great cycling.
A special bottle
And the recipe, also for the Women's cycling's Giro, is the super consolidated one: we toast Astoria with the stage winner, with the general leader, and with all the protagonists of the individual and team general rankingsAnd proudly displayed on the podium, as always, is the unmistakable carved Astoria bottle, this year and for this edition of the Giro Donne presented in a special turquoise livery to reflect and enhance the event's official colors. Astoria accompanies the pink caravan every day along the 930 kilometers of the route, divided into the 9 stages of the Giro Donne: from Chianciano Terme to Olbia in Sardinia. With a huge toast on the podium to celebrate every single day of the event!
Polegato speaks
"We are very, very happy," said Filippo Polegato, CEO of Astoria Wines, "to be able to continue supporting the Giro Donne and to see how, year after year, enthusiasm for this wonderful event continues to grow. A high-profile competition, also thanks to the presence of 24 international teams at the start and the absolute prestige of many participating athletes, starting with the defending champion, Dutch champion Annemiek Van Vleuten. Furthermore, the race will conclude in Sardinia, a region where Astoria has historically had a strong commercial presence. At the last Vinitaly in Verona, at our stand, we had the pleasure of hosting an exceptional godmother like Martha Cavalli: she and Elisa Longo Borghini are without a doubt the most important representatives of an Italian women's cycling movement that has enjoyed excellent health, more than ever in recent years."
What does it mean for a brand like Astoria to be "on the podium" of the three most important Italian stage races as an official sponsor and supplier?
«It means a lot. It is, in short, the culmination of all our efforts and all our activities., both commercial and marketing, aimed at highlighting our presence and promotion within the cycling world. A journey that began twelve years ago and has continued to grow ever since. The result? Great positivity towards our brand, acquisition of new customers, consolidation of existing ones, and a positioning among those we define as wine lovers that is truly very, very interesting...".
Why did you choose to join stage races?
«Simple. With the Giro d'Italia first and foremost, but also with the Next Gen and the Giro Donne, we carry out specific planning months and months in advance Along the race routes, we work with our collaborators to identify all the commercial opportunities that can be seized. This work becomes even more interesting and strategic for us when, for example, the Giro d'Italia starts abroad, as it did in Hungary last year, or when it involves cross-border travel, as it did this year in Switzerland for the stage finishing in Crans Montana. Astoria is present in many countries abroad and these opportunities are truly tempting for us to further improve our commercial position."
Not just Italy and the Italian Grand Tours. Astoria was also the Vuelta and "is" the Tour of Poland...
Exactly. Tying in with what I just said, Foreign markets are extremely important to us. So we decided to support both the Vuelta, in the 2020 and 2021 seasons, and the Tour of Poland: a collaboration with the family Long which is traveling quickly and which will also be renewed with the 2023 edition scheduled for August.
