Future and Innovation TO BE SOMEONE OR TO BE NO ONE Matteo Bellotto The odyssey of communication in the world of wine, caught between the obsessive pursuit of identity, social media and corporate values. But there are those who ultimately choose to go it alone, because, after all, no entertainer can ever be better than those who actually make the wine L ike Odysseus, wine too embarks on a long journey to return home. The changing of the seasons weaves the tapestry of the grape harvest, starting afresh each time. The many suitors who wait for the tapestry to be completed find themselves driven back by their own greed, and when Odysseus returns home, transformed by his journey, no longer recognizes himself. You see, even I am now beginning to lose myself in words, in a synaesthesia that holds together only on paper and vanishes with the first glass of wine. We are chasing stories rather than History, in a present that vanishes in 24 hours on a screen. 5