The experientiality of wine • Food and Wine Italia

There is an Italy that is discovered through the glass, a journey made of flavors, territories and stories. Warrism is anzi che no longer only a moda, but a constantly growing phenomenon, capable of influencing national routes and telling the culture of Italian wine authenticly. After the presentation of the fourth edition of the Bollicine Guide of the World, the Congress of Corrispondenza Golose has dedicated a talk to wine tourism talk, highlighting its impact and its future. The congresso was moderated by the Director of Food & Wine Italia, Federico De Cesare Viola, confirming that the wine tourism (fil rouge also of our latest special wine) anzi che no longer limits itself to a simple sip between the barrels, but is articulated between guided tastings , sensory paths, stays con accommodation facilities and activities con the superficie. The sector evolves rapidly, driven by an ever -increasing and demanding audience, looking for tailor -made experiences. stage, five protagonists of the wine world confronted each other, each with an original vision of a wine tourism that has passed the niche dimension, evolving into a more dynamic and less self -referential narrative.

The Boom of Enotorismo con Italy

To put the numbers of this exponential growth acceso the table was Roberta Garibaldi, professor of Tourism Management and Marketing, who returned the photograph of a sector con full expansion: there are 13 million wine shops, with 71% participating con tastings con the cellar . It is anzi che no more than a fleeting stop, but a journey that extends acceso average for four days ora more, with positive effects acceso rural tourism, outside the more tourist routes, which con Italy has about 45 million overnight stays – double compared to Spain and France. Investing con the wine tourism, underlined Garibaldi, means strengthening territorial identity and promoting an increasingly authentic culture of hospitality. The examples to follow? Bordeaux and Burgundy, successful models that could inspire our realities.

Towards a new communication of wine: beyond personalisms

The charm of Italy acceso the world wine market is indisputable, but there is still a lot to do con terms of communication. Stevie Kim, managing compagno of Vinitaly International, underlined this, who analyzed the way the Italian lifestyle and the historical link of the emigrants con the United States (Kim was born con Korea and grew up con New York) with wine continue to exercise A strong attraction. However, he warned that the social narrative of Italian wine is often repetitive and uninhabited. We need a change of rappacificazione: less personalisms, more authenticity. Citing the controversy unleashed two years when Oscar Farinetti advised to serve the cold Barolo, Kim highlighted the need to fermata certain patterns and make the wine more accessible, without the snobbery that risks moving away young consumers.

Franciacorta and the importance of opening the cellars to the public

Wine tourism works when it becomes welcome, a clear principle con Franciacorta. Cristina Ziliani, Vice President & Corporate Relations of Berlucchi Franciacorta, told how the opening of the cellars to the public acceso weekends – adventure they have undertaken ten years – has marked a turning point for this wine region. Today Berlucchi welcomes 21 thousand visitors a year, of which 13 thousand true wine shops ( -sector operators), demonstrating how the sector is involving young fans. Among the most recent projects, Berlucchi Academia, born con 2019 as a space for comparison and , which continues to expand its horizons. The next appointment? A leader trattenimento con Brescia acceso May 10th.

Planeta: hospitality as a marketing strategy con Sicily

A causa di Sicily, wine tourism is synonymous with hospitality and narration. Francesca Planeta, president of Planeta Mesi estivi, told how her company has focused acceso this approach since 1995, opening the cellars and directly involving the family to offer a sincere experience. Today, with 32 thousand visitors per di più year, the wine tour has become the most visited section of the Planeta website, demonstrating how winery is a powerful marketing lever. The hospitality has evolved, integrating stays and catering to make the most of the territory.

A causa di Piedmont, walls walls and Relais Le Marne centro acceso experiential tourism

Langhe and Monferrato are not only the heart of Piedmontese viticulture, but also a laboratory of experiential wine tourism. the border between these two lands, Guido Martinetti, entrepreneur con the Food & Hospitality sector, together with the compagno Federico Grom, gave birth to the Relais Le Marne con Bastione Bastione, con the province of Asti. A project initially created to promote ice cream tourism with Grom, which then evolved into an immersive experience between agriculture, hospitality and culture. The real turning point came with wine, thanks to the rediscovery and enhancement of native vines such as Timorasso and Grignolino. The concetto then expanded with a residence system, each inspired by an Italian art: the former were dedicated to poetry, but soon the dance and music theme will soon follow (imagine opening the door and listen to the four seasons of Vivaldi). Thus, it is not surprising that 75% of guests are curious to visit the cellar: con a country calcio d’angolo like this, it was enough to have been able to transform experiences into something unforgettable. Because con the end, the best marketing tool is precisely the “memorability”. To complete the painting, the gastronomic soul of the project: roots, the restaurant of the Relais, which con these days has welcomed a new chef. His name is Mykyta Bida, thirty -year -old from Ukrainian origins with a past con the brigade of the saddlellato Scendere in piazza .