IN BREVE
- Jannik Sinner triumphs, but the media confuses Asti Spumante with Champagne.
- Stefano Ricagno, president of the Asti Docg Consortium, criticizes the media’s foreign worship regarding Sinner’s triumph.
- The Consortium denounces the subservience to French bubbles, despite Asti Spumante being a historic partner of the Finals.
- Only some reporters correctly recognized Asti Spumante during Sinner’s celebration.
The Pavlovian reflex, or classical conditioning, is an automatic (involuntary) response that an organism learns to produce in response to an originally neutral stimulus, after it has been repeatedly associated with a stimulus that naturally provokes that response. A classic example is Pavlov’s dog, which salivated at the sound of a bell because it had associated it with the presentation of food.
Jannik Sinner wins. Asti Spumante flies worldwide onto the champion. Yet, for many media outlets, the shower is French. Here’s where Russian scientist Ivan Pavlov comes in. There are still those who see bubbles and write “Champagne”—or Prosecco— even when the label clearly reads “Asti Docg.”
SINNER WINS, MEDIA LOSES: THE ASTI CONSORTIUM LEFT WITH A BITTER TASTE
Stefano Ricagno, president of the Asti Docg Consortium, takes it with bitter irony: “We win at home, we celebrate with an Italian sparkling wine shown worldwide and certified with an iconic post-match Asti Spumante ‘shower’ by Sinner. But the only ones left with a bitter taste after the Nitto ATP Finals triumph are precisely the hundreds of producers who, together with the Consortium, have invested in Italian identity as a winning card.”
Translation: Sinner triumphs, but part of the media hits wide of the mark. Italy’s oldest sparkling wine protection body cannot help but “condemn a foreign worship that in this case undermines an entirely Italian victory.”
The Consortium thanks the attentive reporters, however—those who recognized the Asti shower. But it cannot ignore the eternal subservience to French bubbles. As if all vacuum cleaners were “Hoovers.” And to think that Asti Spumante is a historic partner of the Turin Finals, won by Sinner himself. Only part of the media missed the opportunity to read the label.
Sinner Asti docg consortium champagne controversy.
Sinner Wins: “Champagne Shower.” Asti Consortium Furious. https://www.astidocg.it/.
