the wine business forum · finest italian wines verona, 8 april 2017 vinitaly international wine...

t h e w i n e b u s i n e s s f o r u m

6 - 7 December 2016Congress Center Veronafiere | Verona | Italy www.wine2wine.net

#wine2wine

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Auditorium Verdi

SalieriRoom

SpeakersLounge

PressArea

BusinessLounge

VivaldiRoom

Food Point

PucciniRoom

BAR

BUSINESS AREA

WC

Coat check / Registration

Wine Bar

Food Point

BusinessArena

VinitalyInternational

Lounge

TastingRoom

VinitalyArea

L AY O U T 2 0 1 6

CHECK-IN HOURSTuesday 6 December 2016 8:00AM – 5:30PM

Wednesday 7 December 2015 8:00AM – 2:30PM

WORKSHOP ROOMSConsidering the maximum volume capacity of each conference room, the current legislation requires that once the limit is reached it is no longer possible to accept more participants at the session.You are kindly asked to reduce late arrivals and early departures to/from the conference room as much as possible.

BUSINESS AREA HOURSTuesday 6 December 2016 8:00AM – 7:00PM

Wednesday 7 December 2015 8:00AM – 7:00PM

BADGEThe use of the badge is compulsory for the entire duration of the event. Badges differ by professional categories:

CATEGORY DESCRIPTION

WINERY Wine producer

INDUSTRY Suppliers of products and services for wineries

PRESS/MEDIA Journalists and media professionals of the industry

STAFF Event staff

INFO POINTYou can find the info point outside the Auditorium Verdi.

COATCHECKYou can find the coat check close to the escalator.

TAXIA taxi stop is located in front of the Congress Center. To call a taxi: +39 045 532 666. Please communicate the correct address: Viale del Lavoro, 8 - 37135 Verona (VR) Italia, Centro Congressi Veronafiere.

IN FO R M ATIO N

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ORGANIZED BYTOGETHER WITH F O L L O W U S

VINITALY WINE2WINE 148x210 inglese.indd 1 25/11/16 10:13

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Dear guests and speakers,

Welcome to wine2wine 2016. This Veronafiere event in just three editions has become the

main sector forum dedicated to business and training.

The formula devised by Veronafiere provides companies in the sector with training and

innovative tools that can help improve their performance.

It is an occasion that can help improve their competitiveness and strategies, provide

professional updates and information about new and markets consolidated, as well as most

innovative marketing and communication tools.

At the same time, wine2wine was designed as a meeting place to discuss and share ideas,

debate the future of wine and design the development of the wine growing-sector together.

This project rounds off our service offering for wine-growers that have a strong focus on

exports and has become an ideal briefing event in the run-up to Vinitaly itself.

It is also an occasion that has helped set in motion an Italian wine community that now has

the chance to meet opinion leaders and international professionals and thereby grasp new

ideas and opportunities.

I am sure wine2wine will be a rewarding experience for everyone.

Maurizio Danese – President of Veronafiere

W ELCO M E M E S S AG E S

9

It is a pleasure to welcome you all to wine2wine, the Wine Business Forum.

Social occasions such as this are vital in an increasingly competitive and complex global

market as a way to encourage meetings and comparisons for professional operators

that will help them develop their business.

wine2wine came about in against this background: a two-day event with updates,

workshops and networking opportunities for Italian wine-makers and sector

professionals.

An additional tool we wanted to make available to a sector for and with which we have

organised Vinitaly for over 50 years. This event has by now become a network system

including Vinitaly International, OperaWine, VinitalyWineClub and the Vinitaly

International Academy-VIA.

100 speakers, 40 workshops and 6 theme areas combine to create an exclusive meeting

that this year focuses on the “Four ‘I’s”: internationalisation, innovation, investment

and information.

Our special thanks go to all our institutional partners, in particular ICE and our

continued, longstanding partnership for the promotion of Italian wine on international

markets. Our thanks also go to our sponsors for their valuable products and services.

Lastly, we must thank everyone involved in the organisation of this event: the various

departments at Veronafiere, as well as the specific Vinitaly, Vinitaly International and

GRS teams.

Giovanni Mantovani, CEO of Veronafiere

1110

The warmest welcome to you all for having made it to our wine2wine at its third edition!

I hope you studied our program prior to setting foot in the registration hall this morning.

You may already have your roadmap to navigate this year’s program, or you may not have

done anything of the sort. I welcome you all in any case.

Why are you attending wine2wine? What follows are my unorthodox heads up (aka “chiave

di lettura” in Italian) to an optimal attendee experience. Of course, this will all depend on

the reasons why you are here in the first place.

If you are here, I can imagine you fall under one of the following categories:

Winemakers and extended familyYou, Italian Wine trade professionals are our utmost priority, as always, and we hope to

bring you one additional tool or one more useful contact to foster better wine business. In

addition to the sessions, conversations with both speakers and fellow attendees are highly

recommended; sometimes they prove to be the best exchanges. I highly recommend it.

Nowadays, we all know each other via social media and other virtual channels, but there’s

nothing like some face-to-face time.

SpeakersSome of you have been scouted personally by me and the wine2wine team, others perhaps

by fame and fortune. I’d like to thank each and every one of the 100+ speakers, as your

contribution is absolutely the soul of wine2wine. For example, Swedish Head of Product

Quality Control Jonas Röjerman, will demonstrate the mechanisms of selection at

Systembolaget, the monopoly for wine distribution to Swedish consumers, for the first time

in Italy. This year’s plenary session with Hermann Pilz, Editor-in-Chief at Weinwirtschaft,

will delineate the key factors and strategies to stay competitive in the German market.

Grazie. Grazie. Grazie.

Sponsors and PartnersYour continuous support fosters this year’s innovative agenda, to integrate with the

most up-to-date topics and insights, compelling initiatives by top-tier wine experts and

international speakers. The sponsored sessions are clearly marked as an independent

workshop organized or powered by you.

Media/Bloggers/JournalistsYou are our greatest fans and critics. Keep those comments, suggestions and questions

flowing. We may not necessarily respond to all, but we absolutely appreciate them. We

have yet to upload the video sessions from last year, my apologies. In fact, this year we will

be live blogging via FB. Please remember the official hashtag is #wine2wine.

Vinitaly International Academy Community membersEvery wine2wine, we try to introduce you to some of our Italian Wine Ambassadors. We

have some of the finest talents and dedicated Italian Wine personalities from all over the

world. Next year’s certification program led by Ian D’Agata, has already enlisted notable

figures, including four MW (Master of Wine) and two MS (Master Sommelier) promising to

become the gold standard for Italian Wine education.

OperaWine ProducersYou are the chosen ones. Barely a week ago, you’d been contacted for the roll call of one

of the 100 Finest Italian Wine Producers by Wine Spectator. Since Alison Napjus is a hot

personality for Italian Wine producing Regions, this is your chance to rub shoulders with

her personally. If you thought OperaWine lasts one day prior to Vinitaly 2017, you are so

wrong, it starts here and now and then some.

On behalf of the entire wine2wine team (Francesca, Marta, Daniele, Melissa, Elisa, Enrico,

Lan, Tommaso, Greta, Valentina, Valeria, Marina, Giorgio, Monica, Martina and Gianni, just

to name a few) enjoy and let us know your thoughts soonest. Your feedback means a great

deal to us.

Buon #wine2wine!

Stevie KimManaging Director of Vinitaly International

5 MINUTESPITCH

SPEAKER’S CORNER

5 minutes pitch about:#Sustainability #DigitalToolBox

#WineTourism #StorytellingFor more info go to: www.wine2wine.net/

5 minutes to discuss about#Sustainability #DigitalToolBox #WineTourism #StorytellingA space dedicated to everyone who wants to share their experience, initiatives and innovative ideas

WHEN: December 7th, from 12:30 to 2:30pmWHERE: Vinitaly International Lounge

Moderators: Stevie Kim (Vinitaly International), Timothy O’Connell (H-Farm Ventures)

12.30 - 12.45 Panel presentation

12.45 - 13.15 Mezzadria - The last advocate of sharing croppingMarilena Cocci Grifoni

Realitaly: The smart labelling for made in ItalyGiacomo Verdari

Wine Tourism, how to attract more foreign visitorsSvetlana Trushnikova e Natalia Obozhina

The reasons why we are not selling in ChinaSimone Monforte

Windering, aka how to revolutionise international wine tourism with the power of the reviewsDenis Seghetti e Stefano Tulli

How to communicate a wine brand online (between storytelling and social networking)Nicola Ferrari e Luca Soriato

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13.15 - 13.45 IoT Wine: A possible future?Francesco Giachi e Maurizio Volanti

Wenda - Expanding the wine experienceMattia Nanetti

Wine tourism: Hospitality marketing for wineries. How to create your own brand ambassadors and profit from itClaudio Castellaro

How to do business with digital communications in ChinaEmanuele Vitali e Davide Trabetti

The packaging experience in the wine businessFulvio Zechini e Giulia Barazzutti

Communicating sustainability: Not just for millennialsErica Nonni

13.45 - 14.15 #WineTourism is #Storytelling: Planeta world as an experiential, virtual narrationFrancesca Planeta e Concetta Bonini

Vino à porter - Your digital sommelierAlessandro Lualdi e Lorenzo Moro

The fundamentals for a sustainable wineryMassimo Zamaro

Wine labels, the first step to storytellingGiacomo Bersanetti

Website or strategy, what’s more important? Find out 7 steps to be successful onlineEnrico Cammareri

How to transform tastings at the wineries into a business model Mario Dattoli, Massimo Rinaldi

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For more info: [email protected]

The Speed Dating for wine professionals

Speed

Dating

December 7 from 8.00 to 8.50 atVeronafiere Conference Centre

The Italian wine sector today is calling for an increase in the number of professional

roles, such as export managers, brand ambassadors and experts in international

marketing, capable of supporting Italian wine producing companies who wish to join

the outbound wave or reinforce their position in upcoming international markets.

Following the positive outcome of the previous years, including the very first

edition of HireMeVinitaly Hong Kong, Vinitaly International and Wine Meridian

are now back with a new edition of #HireMeVinitaly, a b2b matching initiative that

offers Italian wineries the opportunity to meet wine professionals specialized in

international markets and seeking for employment.

During wine2wine this year, there will be a single early-morning speed-dating

session where candidates will be given the opportunity to introduce themselves

and wineries to explain their needs and expectations.

The appointments will be organized prior to the beginning of the event thanks to

the support of the recruitment agency Competenze in Rete in order to optimize the

available time and make the meetings as fruitful as possible.

December 6th, 1:00 to 2:00 pm Tasting Room - Veronafiere Viale del Lavoro 8

Registration:https://faketender.eventbrite.it [email protected] #wine2wine

Simulation of a Systembolaget tender tasting

FAKE TENDER

ITALY

The idea of a monopoly in Sweden goes back to the mid 1800s, and was created to

minimize alcohol related problems.

The country has one of the world’s largest alcoholic beverage retailers,

Systembolaget, which responds to a “demand pull” for wine, instead of the classic

“supply push” methodology. Today, the system has one of the most comprehensive

product ranges in the world, constantly developed by matching trends and

consumers’ tastes, that includes small family-owned vineyards to leading brands.

At wine2wine, the first simulated tender tasting direct from Sweden’s

Systembolaget.

This informative and practical wine2wine session, held by the Swedish Head of

Product Quality Control, Jonas Röjerman, will be the first of its kind in Italy and

will demonstrate the mechanisms of selection and address the difficulties facing

Italian wine producers who wish to export to Sweden.

The tasting will be carried out thanks to the support of the Chianti Classico

Consortium that will be supplying the wines.

1716

Tentative program updated on 24/11/2016.

AUDITORIUM VERDI

AUDITORIUM VERDI

VINITALY INTERNATIONAL LOUNGE


AUDITORIUM VERDI

AUDITORIUM VERDI


AUDITORIUM VERDI

A functioning market leads to frustration: when offer and demand dictate the marketHermann Pilz (Weinwirtschaft)

Moderator: Stevie Kim (Vinitaly International)

The future of luxury Italian wines – developing appetites among drinkers, connoisseurs and investorsGiovanni Geddes da Filicaja (Ornellaia)

Moderator: Gino Colangelo (Colangelo & Partners Public Relations)

Wine education- who needs it?Josef Schuller MW (Weinakademie Österreich)

Meet the VIA CommunityWai Xin Chan (Wine Educator), Eliza Pinta Kauce (Oliviero Toscani winery), Lan Liu (Vinitaly International), Arlene Oliveros (World of Wines), Cheryl Cheng Peng (Wuliangye), Tony Polzer (Italy for Wine Lovers), Hugh Preece (Salt Creek Grille)

Moderators: Ian D’Agata (Vinitaly International Academy), Stevie Kim (Vinitaly International)

The wine market in China: which developments?Silvana Ballotta (Business Strategies), Tao Weng (Shanghai Dawen Information Development Ltd.), Zuming Wang (Chinese Alcohol Bureau)

Moderator: Sebastiano Barisoni (Radio 24)

Sponsored by: Business Strategies

Lessons from Italian fashion success stories in ChinaFranz Botrè (Swan Group), Giovanni Del Vecchio (Giorgetti), Salvatore Ferragamo (Il Borro Relais&Chateaux), Stefano Ricci (Stefano Ricci SpA)

Moderator: Jean-Charles Viens (Spirito di Vino Asia)

Austrian Wine on the riseWilli Klinger (Austrian Wine Marketing Board)

Wine Spectator announces 2017 OperaWine ProducersAlison Napjus (Wine Spectator)


VIVALDI ROOM VIVALDI ROOM

Women CEO: the lack thereofMarilisa Allegrini (Allegrini),Marina Salamon (Alchimia)

Moderator: Luigi Chiarello (Caposervizio ItaliaOggi)

Putting Tactics into Practice in AmericaSteve Raye (Bevology)

Powered by: ICE Italian Trade Agency

BUSINESS ARENA

BUSINESS ARENA

PUCCINI ROOMPUCCINI ROOM

BUSINESS ARENA

The efficiency in business processesAndrea Bernardini (American Express Italia)

Sponsored by: American Express

The access to credit for SMEsAndrea Giannelli (Legance - Avvocati Associati), Antonio Siciliano (Legance - Avvocati Associati), Chiara Aquino (Mediobanca - Banca di Credito Finanziario), Franco Morando (Montalbera)

Moderator: Luca Geninatti Satè (Legance - Avvocati Associati)

The art of wine story tellingFelicity Carter (Wine Business International), Rebecca Hopkins (Folio Fine Wine Partners)

Company networking in the wine sector: a growth opportunity offered by the current legal and fiscal frameworkLuca Castagnetti (Studio Impresa), Luigi Scappini (Studio Impresa)

Sponsored by: Studio Impresa

WINE PEOPLE: new profiles for an evolving export Andrea Pozzan (Competenze in Rete), Fabio Piccoli (Wine Meridian), Lavinia Furlani (Wine Meridian), Vitaliano Tirrito (Gruppo Terra Moretti)

SALIERI ROOM

SALIERI ROOM

TASTING ROOM solo su prenotazione

Export to USA: legal and institutional aspects for strategic choices of approach to the marketGiuseppe LoCascio, Ludovico Bongini (gruppo Diacron)

Powered by: ICE Italian Trade Agency

Wine tourism: a law to bring orderAntonio Rallo (Donnafugata), Carlo Giovanni Pietrasanta (Movimento Turismo del Vino Italia), On. Colomba Mongiello, Maurizio Pescari (Food and wine journalist)

Systembolaget’s Tender Tasting - lottery or fair game?Jonas H Röjerman (Systembolaget)


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T U E S D AY 6 D E C E M B E R

VIVALDI ROOM

Financial and insurance support to the internationalization and exports of the wine industryAndrea Novelli (Simest), Simonetta Acri (Sace), Marco Cardinaletti (Cattolica)

SALIERI ROOM

Horeca wine trends: was it real growth? Emilio Pedron (Bertani Domains), Enrico Zanoni (Cavit), Josè Rallo (Donnafugata), Silvia Zucconi (Wine Monitor - Nomisma)

Moderator: Paolo Castelletti (Unione Italiana Vini)

WORKSHOP TRACKS

Market Insight

Law and FinanceViticulture

Marketing and Communication International Markets

Special workshop

PUCCINI ROOM

Wine glass insights from global financial centres: London & Singapore Wai Xin Chan (Wine Educator) Zhang Jinglin (Berry Bros. & Rudd Boutique )

1918

Tentative program updated on 24/11/2016.

AUDITORIUM VERDI

TASTING ROOMPrivate event



BUSINESS ARENA

BUSINESS ARENA

BUSINESS ARENA

AUDITORIUM VERDI

The future of E-Commerce in the Wine industryFederico Laurentino De Cerchio (Wineowine), Marco Magnocavallo (Tannico.it), Andrea Nardi-Dei (Vino75), Alessandro Olivieri (Vinitaly Wine Club)

Moderator: Gabriele Pizzi (Università di Bologna)

HireMeVinitalySpeakers’ Corner

Moderator: Stevie Kim (Vinitaly International), Timothy O’Connell (H-Farm Ventures), Carlo Rossi-Chauvenet (Università Bocconi)

Excellent labelling for excellent wines: howpackaging can influence the buying behavior of consumers. The art of luxury labelling Luca Fois (Creative Advisor)

Sponsored by: ARCONVERT

Wine and Web: the use of online conversations for the development of marketing and distribution strategiesClaudio Zamboni (3rdPLACE)

Sponsored by: Nomacorc

The management of knowledge at the service of wine industryGiuseppe Calabrese (Università degli Studi di Foggia - Mastroberardino)

Sponsored by: APRA

E-commerce in China. How to win in the digital markets.Alessandro Felici (Evlonet)


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W E D N E S D AY 7 D E C E M B E R

VIVALDI ROOM

Germany: is Italian wine close to saturation point?Sauro Mariotti (Rossini Degustazione Gastronomie GmbH), Paul Truszkowski (Wine-in-Black.de)

Moderator: Sara Da Val Franco (Vinothek Vinario)

PUCCINI ROOM

Unconventional Wines in traditional markets: Usa and JapanAlice Feiring (Scrittrice, giornalista e consulente di vino), Angiolino Maule (La Biancara)

Moderator: Erica Nonni (Nonni Strategic Marketing)

VIVALDI ROOM

Wine in China – The importance of learningAlessandra Boscaini (Masi Agricola), Jude Mullins (WSET), Jean-Charles Viens (Spirito di Vino Asia)

PUCCINI ROOM

The 3 Hottest Trends in Digital MarketingGino Colangelo (Colangelo & Partners Public Relations), Juliana Colangelo (Colangelo & Partners Public Relations), Claire Hennessy (Colangelo & Partners Public Relations)

The Mastery of media trips: best practices before, during and afterClaire Hennessy (Colangelo & Partners Public Relations), Rebecca Hopkins (Folio Fine Wine Partners)

SALIERI ROOM

Precision viticulture, the future is nowMatteo Bisol (Venissa), Massimo Claudio Comparini (Migliori Vini d’Italia), Luca Toninato (AGER – Agricoltura e Ricerca)

Moderator: Ian D’Agata (Vinitaly International Academy)

SALIERI ROOM

Italian wine - The Importance of the terroir and cultivation techniques in wine makingAntonio Calò (Accademia Italiana della Vite e del Vino), Angelo Costacurta (Ministero dell’Agricoltura), Rosario Di Lorenzo (Università di Palermo), Diego Tomasi (CREA-VIT)

Moderator: Ian D’Agata (Vinitaly International Academy)

SALIERI ROOM

How to speak of wine to women onlineFelicity Carter (Wine Business International), Donatella Cinelli Colombini (Associazione Nazionale delle Donne del Vino), Gabriele Micozzi (Università Luiss), Alessandro Olivieri (Vinitaly Wine Club), Paola Pizza (Psicologa della Moda), Cecilia Robustelli (Università di Modena e Reggio Emilia)

PUCCINI ROOM

NEUROMARKETING - Neuroenology and marketing. The new frontiers of communicationVincenzo Russo (IULM), Donato Lanati (Enosis)

Moderator: Robert Camuto (giornalista)

ENOLYTICS - Big Data for the wine industry: how it’s used to drive revenue and increase profitsGiampiero Bertolini (Marchesi De’ Frescobaldi), Felicity Carter (Wine Business International), Cathy Huyghe (Enolytics)

VIVALDI ROOM

Young, locals, Italians: operating instructions and strategies for the future Francesca Argiolas (Argiolas), Luca Ferraris (Ferraris), Gianluca Garofoli (Casa Vinicola Gioaacchino Garofoli), Marzia Varvaglione (Varvaglione Vigne e Vini)

Moderator: Carlotta Pasqua (Agivi)

AUDITORIUM VERDI

Digital Innovation: Is it right for wine?Amy Gross (VineSleuth/Wine4.Me)

TIM: digital partner for the innovation of the wine marketGiacomo Malvezzi (Fido Group), Roberto Verdone (IDESIO)

WORKSHOP TRACKS

Market Insight

Law and FinanceViticulture

Marketing and Communication International Markets

Special workshop

20

www.operawine.it | #OperaWine2017 | [email protected]

WINE SPECTATOR & VINITALY PRESENT

FINEST ITALIAN WINES

100 GREAT PRODUCERS

8TH APRIL 2017Verona

Palazzo della Gran Guardia

Robert JosephPaolo Basso Bernard Burtschy Pedro Ballesteros Torres MW

Ian D’AgataCTO Chief Technical Officer

Stevie KimCCO Chief Content Officer

Laura DePasquale MS

Monty Waldin

Levi Dalton

Bruce Wallner MS

Stephen Brook

Kathy Morgan MS

Vincenzo Donatiello

Barbara Philip MW

Sebastian Payne MW

Andy Howard MW

Natasha Hughes MW

Robin Kick MW

Igor Ryjenkov MW

GENERAL CHAIRMEN

PANEL CHAIRMEN

5STARWINES 2017 JUDGES

Pietro Vergano Pascaline Lepeltier Mike BennieDiego SorbaAlice Feiring

WINE WITHOUT WALLS 2017 JUDGES

For more information and to take part in the award go to:http://www.vinitaly.com/en/exhibitor-area/vinitaly-international-competitions/5-Star-Wines/

http://www.vinitaly.com/en/exhibitor-area/vinitaly-international-competitions/judges-winewithoutwalls/

[email protected] - vinitaly.com

When?31st March - 2nd April 2017

Where?Verona, Italy

How?Only wines scoring 90 points will

receive the award

When?31st March 2017

Where?Verona, Italy

How?Awarded wines will receive the sticker

pts

2322

N O T E S

Italy 6th - 7th December 2016

wine2wine, Veronafiere, Verona

USA 22nd - 24th January 2017

Vinitaly International Winebar at Winter Fancy Food, San Francisco

USA 5th - 6th February 2017

Vinitaly International Academy New York, New York

USA 8th February 2017

Vinitaly International Academy Miami, Miami

USA 9th February 2017

Vinitaly International Academy San Francisco, San Francisco

USA 5th March 2017

Vinitaly International Academy Huston, Houston

China 19th - 22nd March 2017

Vinitaly China, Shangri-La Hotel, Chengdu

Italy 31st March - 2nd April 2017

5 Star Wines, Veronafiere, Verona

Italy 31st March 2017

Wine Without Walls, Veronafiere, Verona

Italy 3th - 7th April 2017

Vinitaly International Academy | Certification Course, Verona


Vinitaly and the City, Verona

Italy 8th April 2017

OperaWine, Verona


Vinitaly, Verona

Canada 28th April 2017

Vinitaly Canada, Vancouver

Canada 2nd May 2017

Vinitaly Canada, Edmonton

USA 25th - 27th June 2017

Vinitaly International Winebar at Summer Fancy Food, New York

www.vinitalyinternational.com @vinitalytourFollow us

EVENTS 2016 / 2017

VINITALY INTERNATIONAL

#wine2wine

Ente Autonomo per le Fiere di VeronaV.le del Lavoro8, 37135 Verona - Italy

Tel. +39 0458298111 - Fax +39 0458298288

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the wine business forum · finest italian wines verona, 8 april 2017 vinitaly international wine...

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