Branding Vino

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How a hard-charging New Yorker helps drive Italian wine

When Stevie Kim dines out on her home turf in Italy, she shuns wine lists. She prefers to let restaurant owners surprise her.

 "I try different wines everywhere I go," says Kim. "For me, wine is something fun—it's not so serious." 

Kim is nonetheless a serious force in Italian wine as managing director of Vinitaly International, a global promotional vehicle for the country. When the 50th edition of Vinitaly—one of the world's largest wine fairs—opens on April 10 in Verona, it will bear the stamp of more than six years of her modernizing efforts. 

Just how did an Asian-American woman who grew up in New York end up as a leading promoter of Italy's vino?

"It helps that I'm not Italian and that I'm not a wine expert," says Kim, a tiny woman with a long black mane that flies about as she shifts from type-A New Yorker English to expressive and fluent Italian, complete with hand gestures....read the full blog at Wine Spectator