In the 1950s, in Rai’s first food and wine reportage, the master of Italian food and wine journalism Mario Soldati in his unforgettable “Viaggio nella valle del Po”, in search of genuine food among the people, customs, products, recipes and rituals of a rural Italy rich in culinary traditions, recounted Lambrusco, with its popular and poetic narrative, to the first viewers of Italian television, later calling it the “humble Champagne of Emilia Romagna” in “Vino al Vino” in the late 1960s, a milestone of Italian literature and of our profession as wine communicators.

The 1990s, on the other hand, are the years in which Luciano Ligabue, the rocker from Correggio, with a rock introduction of the Inno di Mameli, sings in “Lambrusco & popcorn” about two lands he loves, Emilia, his own, and the United States, in a sort of journey to be traveled between two distant yet close mountains, also thanks to the most “sparkling” red of Italian wine, which best encapsulates in the bottle its territory and the bond with its own people, and which has meanwhile made its fortune in the world starting from America itself.