What is the value of the Tuscan brand? Eugenio Giani, president of the Tuscan Region, said, “The explanation is very clear, the Italian bottled water, Acqua Panna (S.Pellegrino Group, ed.), increased sales +12%, after replacing the very strong “Made in Italy” brand with the Tuscan brand on its label.

We must think about what it is worth when it is combined with wine, which in turn is linked to the historical, cultural, and landscape marvels of our Region that attract millions of tourists from all over the world”. Giani was joined on stage at the "PrimAnteprima 2023” by a “testimonial” that has two different passions, football, and wine.