Sip and Savor brings Roero wines and European salumi to Montréal and Québec City

Sip and Savor will appear at RASPIPAV in Montréal and Québec City this October, then hold two masterclasses focused on pairing Roero DOCG wines with European salumi. The campaign aims to give Canadian audiences a more hands-on way to experience European food and wine.

Why it matters: - Sip and Savor is using public tastings and guided classes to turn wine-and-food pairing into a consumer-facing experience in Québec. - The October program puts Roero DOCG wines and European salumi in front of Canadian audiences in two major cities. - The campaign is part of a broader push to promote European wines and deli meats in the U.S. and Canada.

What happened: - Sip and Savor will take part in RASPIPAV in Montréal from October 17 to 19 and in Québec City on October 24 and 25. - The tastings will feature Roero DOCG wines alongside European salumi in dedicated tasting areas. - The wine lineup will include Roero Arneis DOCG and Roero Rosso DOCG. - The salumi will be sliced and served on site. - Sip and Savor will follow the tasting events with two masterclasses, one in Montréal on October 21 and one in Québec City on October 26.

The details: - The Montréal masterclass will be held at the Sofitel Montréal Golden Mile. - Karyne Duplessis-Piche and chef Pasquale Vari will lead the Montréal session. - Participants will taste nine Roero DOCG wines paired with five European salumi. - The Québec City masterclass will be held at the École hôtelière de la Capitale. - Philippe Lapeyrie and chef Pasquale Vari will lead the Québec City session. - The Québec City class will also feature nine Roero DOCG wines and five European salumi. - Sip and Savor is a three-year campaign by Consorzio Tutela Roero and Istituto Valorizzazione Salumi Italiani, or IVSI. - The campaign is co-funded by the European Union. - A website, more information, Instagram, Facebook and YouTube accounts are listed for campaign updates. - The press office is Blancdenoir Communication Agency in Desenzano del Garda, Italy. - The contact email is sipsavoreu@gmail.com.

Between the lines: - The program is designed to move consumers from sampling products separately to understanding how the wines and salumi work together. - The use of chefs and named wine presenters signals that Sip and Savor is framing the events as educational as well as promotional. - The campaign is positioning European food culture around pairing, not just product display.

What's next: - Sip and Savor will continue its October run in Québec after the Montréal stop. - The campaign will keep using events and content to promote European wines and salumi across North America. - The Québec City masterclass closes the October schedule described in the release.

The bottom line: - Sip and Savor is betting that hands-on tastings and guided pairings will make Roero DOCG wines and European salumi more accessible to Canadian consumers.