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Knowing how to communicate the value of their products is now an imperative for wineries. The enthusiast looks for quality and emotions

Today words no longer matter. By dint of writing with tags and hashtags we are ending up in that vortex of homologation that has been dominating for some time now. #enotourism. Does that tell you something? The truth is that we understand what can make us popular and we use these “parameters” to achieve our goals. Our views. How many, in this summer of fire, have reached goals just for the sake of deepening or filing their knowledge? Certainly many. Certainly few. Between the two there is certainly that sea of hashtags that allowed us the desired positioning. What I am going to do often is observe.

I also did it in one of my visits to a famous winery. I observed the beauty, the miracle of augmentation and veraison. I observed within myself the miracle that we will shortly be going to taste in the glasses. I have observed, alas, flaws and limitations in wine tourism that I would like to evaluate here with you. But I have observed the people around me. Everything had to be filmed within 60 seconds, because this is the absolute time of social media. This seems to be the real importance of experience. But let’s start with the first thing that can often happen when visiting a winery. The organization and the possibility for guests to better enjoy the experience of the cellar itself lies in the guest’s hope of being able to enjoy past vintages. At least this is the perspective that most wine tourists cultivate in Serbian.

Often, however, this does not happen, limiting the tasting and knowledge to a handful of vintages: the latest ubiquitous up to a maximum of 4-5 thousandths back. It is not acceptable today, knowing the nuances and changes of the weather is a necessary parameter to understand the evolution of the cellar itself. Furthermore, the opportunity to taste one’s past should be a peculiarity of the company itself: treasures are often not sold! Another absence that is often all too present is the winery’s inability, perhaps often structural, to “offer” a path also in the surrounding area: wine is an expression of the territory. Understanding, touching the biodiversity on which the vineyards stand, means entering a glass that we can well understand, tell and above all, remember. It also often happens that it is not the main actor who tells the place, but an extra.

Let me explain. It’s nice to hear the story, but living it is another thing. If the winery is told by those who are part of it, everything has a different flavor that is filled with nuances that become emotions in us. The distance between those who produce and those who want to know (and then buy) should be shortened. All this is then filled with social networks and hashtags. But is there really a need on the part of companies to want to be vehicles of vulgar views? But really the first right channel is that of a smartphone? Yet, the eyes, the nose and the mouth are still today the only judges that testify to the greatness or otherwise of a wine. And the trial, at least I hope, today is in total silence. Italy also has its monuments in wine. However, Italy must be able to surpass itself, challenging the idea of approaching rather than distancing. We always remain the masters of hospitality, good living and good drinking. Let’s stick with it all the way.

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