Wines of Croatia Tasting at IWINETC …A Sneak Peek!

Croatia is a country with a strong wine culture and people that have always appreciated its true quality. Almost half of the vineyards in Croatia are not registered for business and trade but can only keep wine for personal consumption.  The other half, destined for the market is rather uknown outside Croatia (…until now!).

Croatia is divided on two basic categories. Continental Croatia and Coastal Croatia.  Coastal Croatia is divided into following wine areas: Middle and south Dalmatia, Dalmatian Zagora, North Dalmatia, Croatian Coastal, and Istria.  Continental Croatia is divided into following wine areas: Podunavlje (Danube), Slavonija (Slavonia), Moslavina region, Prigorje-Bilogora, Pokupje, Plešivica, and Zagorje-Međimurje.

There is more then two hunderd different grape varieties grown in Croatia today and at least sixty of them are unique and indigenous, but there are three main varieties which cover 49% of total production, and those are the Graševina, Malvazija, Plavac Mali.

Graševina, Feravino, Graševina, Iločki podrumi, Graševina, Kutjevo, Graševina, Krauthaker, Traminac, Iločki podrumi, Terre Bianche cuvee blanc, Degrassi, Malvazija, Kozlović, Malvazija, Benvenutti, Malvazija, Alba barrique, Matošević, Merlot Festigia, Agrolaguna, Pošip, Zlatan otok, Plavac Mili, Istravino, Dingač, PZ i vinarija Dingač, Korlat Syrah, Badel 1862, Babić, Gracin.

IWINETC 2012 is excited to present the Vina Croatia Experience: A Tasting led by Saša Špiranec, on Tuesday January 31 at 6:00pm.

“Life on the Douro” Documentary Premiere at IWINETC 2012, Umbria, Italy

Zev Robinson is a Canadian-British filmmaker currently living in Spain.  Many of his projects have centered around food and wine, and his most recent documentary, “Life on the Douro”, is filmed over a 15 month period and connects 300 years of history in Porto and the Douro.  He has worked in Portugal, Spain and now has his sights in Italy!

Wine Pleasures is very pleased to announce the Premiere Film showing in Italy of “Life on the Douro” at this years International Wine and Tourism Conference.  In preparation for the showing, we caught up with Zev Robinson about his documentary and his views on wine, port, and film.  Below are the answers to his questions:

1.  Can you tell us a little about your background in Film and in Wine?

I’m a Canadian-British filmmaker and artist currently living in Spain. I’ve been working with video for about 10 years now, and started doing documentaries on Spanish wine almost four years ago, then began Life on the Douro in 2010, and I’ve just started one on Italy. I enjoy wine, but it is the culture and the production side of wine that interests me that my films focus on.

2.  What was the inspiration behind the documentary?

When we lived in London, I remember buying a bottle of wine from the Valencian region where we now live and where my father-in-law has vineyards, and clearly thinking that no one really realizes all that goes into the making it, starting with the toil, hardships and risks the farmer goes through. After returning to Spain to live in a small village, I was taking a walk one day through the surrounding vineyards, and suddenly had the idea of tracing the process that goes into the making of a bottle of wine.

3.  What was your favorite part of the project, and what was your biggest challenge?

It’s all one enormous challenge, it constantly shifts and develops, and you need patience and perseverance. The challenges are constant, but the biggest one is getting below the surface of things, understanding all that gone into producing a bottle of wine, showing  the complexity of the culture of wine that runs from rural subsistence farmers to urban wine tasters, and trying to make sure that the film conveys it in a coherent narrative structure.

4.  What about the Douro is so unique from the perspective of wine and wine culture?

With the unique, incredible landscape of the Douro, the approximately 200 kilometers of steep, terraced vineyards, the enduring, eternal quality of wine in general is made so evident, that wine goes way beyond a single person, his tastes and opinions, or a single generation, or even a century. The relationship between man and nature is also visually clear as you see how nature dominates while man struggles to carve out a bit of it for himself while depending on it.

There is also the relationship between the Portuguese and the English which created the region and the fortification process in the first place, and it is fascinating in its terms of the economics, history, and culture of wine.

5.  What do you hope to convey in your film, and how has your perception of Wine and Port changed after having made this film?

As I said above, the whole challenge is to discover what goes into making a bottle of wine, and so my perception has to change. As I film and then edit, and go back to film some more, my understanding of the complexities, contradictions and conflicts of the wine world is constantly shifting. I hope to convey that wine is a complex, intricate fabric with many different layers involved, and not merely a beverage.

6.  What was the best Port you tasted on your trip, and do you have any bottles tucked away for a special occasion?

I’ve been lucky enough to taste some great old Ports (and other wines), that is one of the side benefits of what I do. But I don’t have a “best” Port, it is the variety that interests me, especially in terms of its cultural context. I do have some bottles tucked away, but I want to stay neutral and won’t mention any names.

7.  Any more wine-themed films on the horizon?

Life on the Douro is my third wine related film, the first, about wine production in the Valencian region where we live and mentioned above, was La Bobal  . That was followed by Dinastia Vivanco. My next one will be about Arribes a magical, fascinating region in Spain just over the border from Portugal with a very different history, which was once covered in vineyards but now only has 700 hectares left, but has also attracted people from other regions looking for new challenges and goals. I’ve been working on that for over two years, and for three years on my Spanish wine documentary which should be finished after that. I’ve started one on Italy, but it’s still early days with that.

The Premiere Italy showing of “Life on the Douro” is on Tuesday, January 31st at 3:45pm.  Don’t miss a chance to see the film and network with wine enthusiasts from around the globe!

A special thank you to Patrick Denis and e-Tourism Forum for making this screening a reality at IWINETC 2012

Slow Food at a Fast Pace

Orvieto, January 28 weather sunny, crisp & cool.

What is that I nose in my glass. Vaguely honey/ muscat-like aroma, with a flinty fruity palate. This is nothing like the bland Orvieto that I have tasted stateside. It’s been a hectic first day with the —trying to stay with the tour.

Our first stop in Umbria is the cobble-stoned town of Orvieto with its jaw-dropping duomo and historical caves. New world architecture captures historical ambience in the town’s enoteca where we are seated and treated. Walked and talked through to three of the region’s wines, Custido Orvieto, Calenco Sangiovese Cabernet Sauvignon and Cardito Muffata (a sauternes-like sticky). The red smacks of berry fruits, the sweet wine of apricots and almonds.

Orvieto, town and landscape is also wedded to the Slow Food Movement. The head office Citta Slow has its head office there as well. As we taste and learn about the wines our hostess shares he knowledge of the charcuterie, wild boar, cheeses, grains and pulses, (fave beans in particular), for which the region is noted.

At La Pergola, fat noodles are a vehicle for those favas which get pureed, sauced and dotted with guanciale (pig’s cheek). Wild boar too shows up as pate, stew, and sausage for another thinner noodled dish—and surprisingly good with another Orvieto—Il Caio but better with Elicius a blend of indigenous montepulciano/sagrantino grapes. Falesco (a blend of Cabernets Sauvignon and Franc) slowly evolved, perfect for two off the menu surprises; a casserole of the boar’s “fifth quarter” (aka the animal’s naughty bits) and a dish of tripe with tomato sauce.

Another sweetie, Palazone, neither vin santo or sauternes hints strongly of marmalade and nutmeg. What a tops off our lively food and wine  evening.  Bread and silence are firmly broken for our week to come

Stumbling back to our gracious digs, the Hotel Piccolomini I crawl between the smooth, silky sheets.

Umbria already comes off as distinctly different from more famous (and touristic) Tuscany. I say bring it on.

Looking forward to Montefalco. Stay tuned…

Julie Pegg
Freelance food/wine/travel
Vancouver Editor/Senior writer/EAT Magazine
Realfoodtravler.com
Kitsilano Wine Cellar/wine retail

ENOTURISMO: DAL 30 GENNAIO PER LA PRIMA VOLTA IN ITALIA L’INTERNATIONAL WINE TOURISM CONFERENCE

A Perugia 300 operatori e case history da tutto il mondo per l’evento organizzato da Wine Pleasures e Movimento Turismo Vino

(Perugia, 27 gennaio 2012). Tutto pronto per la Conferenza Internazionale sul Turismo del Vino e Workshop 2012 (IWINETC), per la prima volta in Italia grazie alla partnership tra Wine Pleasures e Movimento Turismo del Vino Italia. Dal 30 gennaio al 2 febbraio a Perugia 300 professionisti da 40 Paesi faranno il punto su un settore che coinvolge 3 milioni di italiani per i quali l’enogastronomia è il complemento più rilevante di viaggio, dopo la notorietà dei luoghi. Un fenomeno, l’enoturismo, che ha ancora ampi margini di crescita: il comparto ha sviluppato solo il 20% del suo potenziale e secondo il Censis potrebbe arrivare a toccare 5,5 milioni di turisti nel 2011 (dati Censis – Città del Vino, marzo 2011). A tracciare le tendenze e profilo dell’enoturista secondo le cantine sarà l’indagine “Il volto dell’enoturista oggi” Movimento Turismo del Vino – Centro Italiano di Studi Superiori sul Turismo che sarà presentata dalla presidente Chiara Lungarotti (1 febbraio ore 17:00). Nella giornata di apertura, il 30 gennaio, partecipa il capo di Gabinetto del Ministero per il Turismo e Sport, Giuseppe Greco. Tra gli interventi previsti nella conferenza, anche quello del coordinatore degli assessori regionali all’Agricoltura e assessore all’Agricoltura Regione Puglia, Dario Stefàno (31 gennaio), dell’assessore alle Politiche Agricole e Agroalimentari, Fernanda Cecchini e dell’assessore al Turismo Regione Umbria, Fabrizio Bracco (30 gennaio).

Nella tre giorni, 5 sessioni plenarie con contributi da tutto il mondo: dalle case history estere e strategie di marketing per la promozione integrata dei vini territori e loro territori (da Australia, Germania, Austria, Lussemburgo, UK, Usa) alle destinazioni enoturistiche emergenti (Georgia e Cile); dalle strade del vino straniere (Borgogna e Weinstraße tedesche) fino a quelle virtuali offerte da web 2.0, nuovi social network, app mobile e  possibili applicazioni di realtà aumentata. Riflettori puntati anche sull’Italia, con le esperienze di Puglia, Friuli Venezia Giulia, Umbria, Sicilia e sulla zona del Franciacorta e Garda. Tra i big del vino che si confronteranno con proposte, strategie e analisi, Jane Hunt, Master of Wine dal 1985 che vanta un lungo sodalizio con l’Italia e i suoi vini (30 gennaio ore 16:00), Donatella Cinelli Colombini, fondatrice del Movimento Turismo del Vino con la Strada del Vino 2.0 (1 febbraio ore 16:00),  Anthony Swift , presidente di Wine Pleasures e fondatore di Iwinetc (31 gennaio ore 12:00).

Primo piano sulle eccellenze enologiche, con degustazioni italiane e internazionali : dal Grand Tasting “The Many Flavours of Italy” (30 gennaio ore 17:30) con la Hunt a “Tutta Puglia” curata da MTV Puglia (31 gennaio ore 18.00); dai vini croati (31 gennaio ore 18:00) a quelli georgiani (1 febbraio ore 15:00) per chiudere con vini dolci, liquorosi e passiti in “The sweet side of Umbria”  a cura di MTV Umbria (1 febbraio ore 18:30). Spazio anche alla gastronomia, con la serata degustazione Regione Umbria e Apt Umbria presso il Castello dell’Oscano (30 gennaio, ore 20:30),  con simposi a tema Umbria e Croazia e con il pranzo a base di specialità pugliesi curato dal pluripremiato Pietro Zito dell’osteria ‘Antichi Sapori’ di Andria (30 gennaio).

A chiusura dell’evento focus sull’offerta con il Workshop dedicato agli operatori del settore: una piattaforma per comprare e vendere pacchetti enoturistici, prodotti del turismo enogastronomico e servizi correlati, dove sono attesi 40 tour operator. Focus inoltre sulla qualità dell’offerta enoturistica del Movimento, con gli educational tour riservati alla stampa internazionale e ai tour operator in programma da domani al 30 gennaio e dal 2 al 5 febbraio in Campania, Toscana, Marche ed Umbria.

Tra i patrocini e i partner dell’evento: Regione Umbria, Camera di Commercio Umbria, APT Umbria, Centro Estero Umbria, Comune e Provincia di Perugia, Soprintendenza per i Beni Storici, Artistici ed Etnoantropologici dell’Umbria, Coordinamento delle Strade del Vino,  La Bottega di Olivia & Marino Barilla Pavesi, www.Umbriaontheblog.it.

Per info www.movimentoturismovino.it e www.iwinetc.com. 

IL MOVIMENTO TURISMO DEL VINO

L’Associazione Movimento Turismo del Vino è un ente non profit ed annovera oltre 1.000 fra le più prestigiose cantine d’Italia, selezionate sulla base di specifici requisiti, primo fra tutti quello della qualità dell’accoglienza enoturistica. Obiettivo dell’associazione è promuovere la cultura del vino attraverso le visite nei luoghi di produzione. Ai turisti del vino il Movimento vuole, da una parte, far conoscere più da vicino l’attività e i prodotti delle cantine aderenti, dall’altra, offrire un esempio di come si può fare impresa nel rispetto delle tradizioni, della salvaguardia dell’ambiente e dell’agricoltura di qualità.

L’INTERNATIONAL WINE TOURISM CONFERENCE

Momento d’incontro e di confronto tra operatori del settore nei vari Paesi produttori partecipanti, nonché di visite alle cantine e di degustazioni di vino, la Conferenza Internazionale sul Turismo del Vino è un momento di riflessione e analisi internazionale sul settore dell’Enoturismo. Nella precedente edizione – che si è svolta nella città di Porto – l’Iwinetc ha visto circa 173 delegati provenienti da oltre 30 Paesi, tra cui Argentina, Austria, Brasile, Croazia, Lettonia, India e Sud Africa, 45 tour operator e agenzie di viaggio specializzati nel turismo enogastronomico (+ 30% rispetto al 2010) e ben 326 tra giornalisti, bloggers ed esperti di settore provenienti da tutta Europa e dagli Stati Uniti.

So much for the 5 senses at IWINETC 2012

The IWINETC 2012 online Conference Programme and IPhone App are officially Ready!  Download the App for moment to moment access to all of the talks, Speakers and Speaker profiles, Daytime Tours and Evening Activities, Social Programme, Workshop Participants and information, and conference news!

You will find content about the Plenary Sessions with Michael Wangbickler and his talk “Wine tourism does not exist. There is only tourism”, Jane Hunt’s “A Personal View – Success and Pitfalls”, Chiara Lungarotti’s “Italian Wineries Speak and a New Tourism Strategy is Born”, and “Croatia as a grape escape destination” by Zlatan Muftic.

Don’t miss a wine tasting!  Find out about the when’s and where’s of the “Wines of Georgia”, “Wines of Croatia”, and “Wines of Puglia”, as well as the “Straw wine passito tasting – The Sweet Side of Umbria”, and of course Jane Hunt’s “The Many Flavours of Italy”.

Check out Celebrity Wine Review’s exclusive interview with Top Chef Fan Favorite, Chef Fabio Viviano on January 30th at 12:00pm, and watch the Premiere film showing in Italy of  Zev Robinson’s “Life on the Douro” on January 31st at 3:45pm, a documentary about the recent rejuvination of Portugal and the Douro, connecting with it 300 years of history.

Learn about the Australian market at Robin Shaw’s talk, “Wine in Tourism – The Australian approach to wine tourism development”, and find out how to market to today’s consumer at Michael Wangbickler’s talk “Getting the word out – Marketing to the Millennials”.  Take a course on WSET and why it’s important at Gillian Arthur’s talk “Wine Education and why Italy needs WSET”, and explore with Ia Tabagari at her talk on “Wine Tourism Destination Georgia”.

Peruse our Daytime Tours and Evening Activities and explore the history and culture around Umbria in Montefalco, Orvieto, Narni and Torigiano.  Spend and evening with the Goretti Family, at the Margaritelli Cellar, in the Chiorri Winery, or at the A Priori Wine Bar.

So much to see and do in so little time!  Keep up with all of the events and see, taste, and explore the best of Italy, brought to you by Wine Pleasures!  There are many activities going on at once, so be sure to download the App now, and find out which talks and events are most interesting to you! Follow and publish live tweets on the hastag #iwinetc

The Barossa comes to Italy!

Robin Shaw is excited to bring her vast knowledge of Australian Wine Tourism to this years Conference in Perugia, Italy!  A catalyst for Australias tourism industry, she is changing the landscape of wine tourism in Australia as we know it, and paving the way for an enhanced market in Australia.

As one of the speakers at the 2012 International Wine Tourism Conference, we had the opportunity to speak with Shaw about wine tourism in Italy.  Below are Shaw’s responses to our questions:

1. Robin, can you tell us about your background and what got you interested in the wine and tourism business some 18 years ago? 

After travelling around Australia for a few years working in various roles, I settled back in Melbourne to play hockey and landed a job selling canoes and kayaks.  Eventually, I decided it wasn’t a lifelong career (although I’m still a keen recreational paddler) and a new direction was in order, so I applied for and got a position with leading family winery De Bortoli (who, ironically, are Italian).  My parents had been “into wine” – or at least that’s what I thought when I was young – and had a collection of Eisweins they purchased during a trip to Germany in the mid-70’s.  They ambitiously laid all of it down for my 21st but they didn’t know much about cellaring, and most of it was undrinkable by the time the event occurred 15 years later… I was more of a bourbon girl in my early 20s, but that quickly changed when I attended my first wine appreciation course and suddenly wanted to discover all the amazing styles out there.  De Bortoli was famous for its production of sauternes styles and I still have a collection of Noble One wines from the 80s and early 90s – I suspect I will need to drink them with suitable company soon.

After a year with De Bortoli, I was offered an opportunity to manage Australia’s largest wine club at the time, which meant sourcing wine from producers all over Australia. This necessitated visits to the wine regions and I remember being overwhelmed at the generous hospitality and camaraderie among the winemakers.  So much so, I wanted to be part of it, and moved to the Barossa Valley to run a small cellar door facility. Eventually I joined Orlando Wines (now part of global giant Pernod Ricard) and in 2002 launched the newly created Jacob’s Creek Visitor Centre. Set up as a dedicated wine tourism facility, it was a first for the Barossa, and continues to lead the way, having been inducted into the SA Tourism Hall of Fame.  (I will be showcasing the centre during my presentation).

This led me to think more about the tourism element and in 2003 I joined SA Tourism as the state’s Wine & Food Tourism Adviser, responsible for developing the capacity and capability of the wine regions from a tourism perspective.  During a conversation with a colleague, I lamented that we had no real information available regarding world’s best practice wine tourism. She suggested I consider applying for a Winston Churchill Fellowship, so I looked up the website, realised applications wouldn’t be open until January 2004 and diarised to look it up again in a few months time. As luck would have it, a national position opened up in early 2004 and I joined the Winemaker’s Federation of Australia as their tourism development manager – about the time my diary note popped up reminding me to check criteria for the Fellowship. So I conducted some brief research among my industry colleagues and applied for a 9 week tour of some of the world’s key wine tourism regions, including South Africa, France, Canada, Napa/Sonoma and New Zealand.  It proved to be a turning point for me personally and for the future direction of Australian wine tourism, as I applied the knowledge I had gained to Australia’s cellar doors and wine regions.

Since then, I’ve been fortunate to be invited to places like Chile and South Africa to work with their wine industries, although my main focus has been on developing Australia’s wine tourism capability.

2. What is Australia’s National Wine & Food Tourism Strategy and how has it evolved over the past decade?

Australia has been at the forefront of wine tourism development at national, state and regional level, since the release of the first national strategy in 1998.  The original strategy – which I was employed to implement – was quite ambitious and I made a decision to focus on industry development first; we needed ‘product’ in the market place before we could actually ‘market’ wine tourism successfully.  Most wine producers were very ‘production-oriented’, so the initial focus was to convince winemakers that by hanging up a ‘cellar door’ shingle they were in fact now in the ‘tourism’ business – not just the wine business. By utilising case studies, consumer research and tourism development resources, we were able to develop dedicated resources for wine producers to assist them in developing their cellar doors – including business planning, infrastructure development and visitor experiences.

Wine and food are not usually regarded as drivers for tourism by tourism agencies, so the challenge has been to demonstrate the value of providing rich visitor experiences at cellar doors in regional Australia. The current strategy recognises the synergy between wine and food and the value of providing experiences that combine both – also in conjunction with other experiences and services on winery properties – and the imperative to position Australia as a global culinary tourism destination (an honour shared by countries such as Italy, France and Spain – and not something Australia has been known for in the past).

The strategy is actually a ‘framework’ for states, regions and individual wineries to implement at their relevant levels, rather than a directive from the national organisation.  This approach allows greater relevance and buy-in by industry and organisations and ensures everyone is ‘singing from the same hymn-sheet’.

3. You have travelled extensively all over the globe researching food and wine tourism, are there any dramatic similarities or differences between the Australian and Italian markets as tourist destinations?  

I cannot yet comment on the Italian experience as this will be my first visit! But there are certainly big differences between the old world and new world approach to wine tourism – which is to be expected.  The old world destinations have the benefit of centuries of tradition and culture while the new world destinations tend to be more tourism oriented, with some very sophisticated offerings.  Australian wine tourism offerings tend to reflect the attributes of their individual regions and proximity to major cities. Upmarket winery restaurants are more common in regions near Melbourne and Sydney and major wine tourism destinations such as Margaret River, whereas regions such as the Barossa tend to focus on more intimate food experiences that reflect local culture and produce.

4. We are less than 2 weeks away from the 2012 International Wine Tourism Conference, what are you most looking forward to at this years event?

As this is my first visit to Italy – and my first time at this event – I’m very keen to share the Australian story and learn how wine tourism is being developed in other countries and regions. In particular, I’m looking forward to meeting people from across the globe who are as passionate about wine tourism as I am!

5. What is your favourite Italian wine and/or wine region?

I really love bubbles and Prosecco (the dry versions) are among my favourites.  There is a strong Italian wine making community in Australia, and the winemakers of the King Valley are producing some terrific examples of Prosecco and traditional Italian varietal wines.  I intend to visit Tuscany and Piedmont on this trip – so I’m looking forward to learning about the wines from those regions.

Join the International Wine Tourism Conference and network with Robin and 200 – 300 more attendees. Robin will be delivering a talk at the Wine Tourism Conference on January 31, 2012 at 12:00 titled: Wine in Tourism – The Australian approach to wine tourism development

Opening plenary talk IWINETC 2012 “Wine tourism does not exist”

Innovative marketing is an ongoing challenge for large and small business owners alike, and for those looking to keep up, Michael Wangbickler offers helpful wine communications and marketing tidbits on his site, Caveman Wines.  Also a Digital Media Specialist and Account Manager at Balzac Communications, Wine & Spirits Diploma holder and Certified Wine Educator, Wangbickler is highly equipped to convert even the unsavviest of wine and tourism marketing neanderthals into modern guru’s!

We were able to catch up with Wangbickler about his views on wine tourism in Italy and his upcoming presentation at the 2012 International Wine Tourism Conference.  Below are his responses to our questions.

1. The landscape of the marketing business has changed so much in recent years, can you mention one or two of the most dramatic changes that have occurred and how business owners today are affected?

The most significant change I’ve seen in the area of marketing has to be the evolution of marketing communications channels. The old model of advertising, PR, event marketing, direct marketing, etc. are still necessary, but they are having less and less influence. Print publications and traditional broadcast media have steadily lost ground against online content providers. The modern consumer is more savvy and informed than those of the past, and they tend to distrust traditional mediums. For example, in a study conducted by Nielsen Research a few years ago, of those surveyed only 14% stated that they trusted broadcast advertising. Consider the return on investment when only 14% of the people you are trying to reach trust what you say. With the advent of such technologies as iPhone, iPad, Facebook, Twitter, YouTube, etc. the whole game has changed. Sure, these are just other vehicles through which to communicate your key messages, but they are quickly outshining traditional methods. Today’s business owner, if they wish to compete, need to be more technically savvy and flexible when it comes to marketing their products and services. Those that don’t are liable to go the way of the dinosaurs.

2. What is the biggest mistake business owners, like those in the Wine and Tourism business, are making these days in their marketing approaches?

Not knowing their audience, or marketing to the wrong one. The tendency of those in the wine and hospitality sector is to market to wine geeks. We talk about terroir and vineyard spacing and varietal character and pH levels and so on. Guess what? Only a very small segment of the greater population really cares about that. What most people want is an experience that is memorable and enjoyable. This is especially true in the U.S. market where only 20% of the population are core wine drinkers. Of those 20%, maybe .1% really wants to know the titratable acidity of a wine. So how do you set yourself apart from the thousands of other wineries competing for the same small group of consumers. Don’t fish where everyone else is fishing, go find a pond that’s less crowded with more fish.

3. In the opening session of the conference you will be talking about Wine Tourism as only a part the Tourism business as a whole.  How important is it for Wine and Tourism business owners to understand their position in the overall market?

Without giving too much away, my premise is pretty simple. Wine regions are not unique in the world. They pretty much all have the same things in common. Tourists are tourists, no matter where they go. Wine can be a part of what draws someone to wine country, but it is generally not the driving factor. They are looking to have a good time, regardless of the setting. Wineries and wine regions must compete with other tourist destinations. As soon as wineries and wine regions realize this fact, the more successful they will be over time.

4. What is your impression of Italy as a Food and Wine Tourism marketplace? 

I think that when many people think of the idyllic wine country experience, they think of Italy. The wine, the food, the culture, the country has everything. The problem is that it is so fragmented that people are confused about where to go and what to see. Most Italian wine regions haven’t done a very good job of marketing themselves as a desired destination.

5. The 2012 International Wine Tourism Conference is just around the corner, what are you looking forward to at this years event?

I’m looking forward to discovering the wines and culture of Umbria and catching up with old friends. And, of course, I’m eager to attend other sessions and hear what others say about wine tourism.

Join the International Wine Tourism Conference and network with Michael and many more attendees. Michael will be delivering the opening plenary session at the Wine Tourism Conference on  Monday January 30, 2012 at 09:45 titled: Wine Tourism Does not Exist

Discover Friuli Venezia Giulia with Movimento Turismo de Vino

With a 11+ years experience in the wine tourism business, Chiara Tuppy has a hand in various sides of the wine tourism business.  Chiara is a tourist planner for the Consorzio Turistico Gorizia e l’Isontino, technical director of Vinodila’ Wineways, owner of Avant Srl, and she has been a tourism contact for The Movimento Turismo de Vino for over a decade.

We had the opportunity to speak with Chiara about wine tourism in Italy and her upcoming presentation at the 2012 International Wine Tourism Conference.  Below are her responses to our questions. 

1.  What is Movimento Turismo de Vino & what is it’s vision for wine tourism in Italy? 

Movimento Turismo del Vino is a national association joined by about 800 wineries spread all around the country. Movimento Turismo del Vino Friuli Venezia Giulia has about 110 associated wineries. The aim of the association is to promote wine culture by visiting the wineries 

2.  What variety of services can tourists expect to find through Movimento Tourismo de Vino? 

Movimento Turismo del Vino offers tourists a wide range of services: from wine and food tours and tastings, to cultural and sport tours in the best locations of our fantastic region. 

3.  You will be talking about wine tourism in Friuli Venezia Giulia at this years International Wine Conference, what can our audience expect to learn most about this region? 

The audience will learn about our new project which consists in putting in place a proactive collaboration among different tourism players in Friuli Venezia Giulia: our association, the newborn wine routes (Strada del Vino e Sapori del Goriziano e Strada del Vino e Sapori Colli del Friuli) and Slowways (joined by the tourism consortia of central Friuli). Our aim is to create a network to provide tourists all the services they may need, from information to booking. 

4.  The association’s motto is “see what you’re drinking”, and has been adopted by the wineries of Friuli Venezia Giulia, what does this phrase mean? 

Through our motto we would like to communicate the importance for tourists and wine lovers to meet wine producers and to experience in person their warm hospitality in order to best appreciate the wine they produce. 

5.  What are you most looking forward to at this years conference? 

This conference will be an opportunity to talk to the audience about our new integrated project and to share best practices with other tourism players.

Join the International Wine Tourism Conference and network with Chiara and 200 – 300 more attendees. Chiara will be delivering a talk at the Wine Tourism Conference on January 31, 2012 at 15:30 titled: Wine Routes in Friuli Venezia Giulia

The Hunt is over for a taste of Italy

With only 10 days remaining until the 2012 International Wine Tourism Conference in Perugia, Umbria, Italy and there is so much to look forward to, not least of which will be “The Many Flavours of Italy” guided tasting, led by Master of Wine, Jane Hunt!  The wine list has officially been selected and without further ado, we present them below!

To be presented at the guided tasting will be the Scacciadiavoli Rosè Brut Metodo Classico from Scacciadiavoli Winery, Colle Imperatrice (white) from the Cantine Astroni Winery, Terre Vineate (white) from the Palazzone Winery, Decugnano Il Bianco from the Decugnano dei Barbi Winery, Sucano (red) from the Madonna del Latte Winery, L’Arringatore (red) from the Goretti Winery, L’Andrea (red) from the Castello Monte Vibiano Vecchio Winery, Rubesco Vigna Monticchio (red) from the Cantine Giorgio Lungarotti srl Winery, Montegauro (red) from the Cantine Grotta del Sole Winery, Turriga (red) from the Cantine Argiolas Winery, Pago Dei Fusi (red) from the Terredora Winery, Sagrantino di Montefalco Uno di Dieci (red) from the Tenuta Alzatura Cecchi Winery, Montefalco Sagrantino (red) from the Azienda Agraria Perticaia Winery, Chiusa di Pannone (red) from the Antonelli San Marco Winery, 25 Anni Montefalco Sagrantino (red) from the Arnaldo Caprai Winery, Picolit (sweet white) from the Aquila del Torre Winery.

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An Inside Look at Lombardy’s Hidden Gem in the Brescia Provence

Having a background in the wine export business as well as the restaurant, wine tourism and agricultural consulting businesses, Antonio Grimaldo has a comprehensive perspective on the wine business which he brings to his clients at Vinando Tours.  A Sommelier and lover of unique food pairings, Antonio has found himself a gold mine in Lombardy, Italy that he wants to share with the rest of the world!

We had the opportunity to speak with Grimaldi about his upcoming presentation at the 2012 International Wine Tourism Conference, as well as wine tourism in the Brescia Province of Lombardy, Italy.  Below are his responses to our questions.

1.  The world of wine tourism is getting more and more competitive and today it is not enough to be a good wine technical expert.  How does Vinando Tours make the tour experience unique for the food and wine lover? 

By putting the wine people at the centre of the process. Working with most of the Brescia and Lombardy wine producers as a professional winemaker, I have been able to understand their needs and desires: the different approach is to construct a project around them based on what they can and want to do. The idea is to change the perspective of wine lovers: entering the wine world from within rather than just observing it from the surface. To do so I intend to involve only producers and restaurateurs able to engage themselves directly, with no fear of showing who they are and why they work in that specific way. In few words: I try to deliver authenticity. 

2.  What can a traveler expect to find on a Vinando Tour in the Brescia provence in Lombardy? 

A rich and varied wine and food scene, just moving around few kilometres. With its great number of lakes, moraine hills and rivers, Brescia province can prove different environments, each with its own specific identity and soul. Even more renowned Italian wine regions have difficulties in offering great sparkling and Chiarettos (still rosé wines) along with intense mineral whites and delicate yummy reds, all in a tiny place no more than 40 km long! If you add to this one of the most subtle and scented extra virgin olive oils of Italy, produced around every lake of the area, sprinkled with a cuisine with an ancient tradition, you can get the idea of what you may experience in the area. Maybe all this just facing one of the innumerable castles or villas in historical villages scattered all around! 

3.  You will be talking about Brescia in your talk in the 2012 International Wine Conference.  Having traveled much of the world, what about the Brescia provence made you want to focus in this area? 

First of all it is the area where I live, so I have been able to get in touch with many wine producers, as well as with local food lovers. Being a Florentine I know quite well what a good wine region may offer, but Tuscany cannot represent the only place in Italy for wine enthusiasts! Since I moved to Erbusco, in the heart of Franciacorta, I have noted that Brescia is a very lively and interesting place, showing diverse landscapes and rich food and wine cultures, even unknown to most of Italians! So far this area has been famous as being an industrial region only or maybe for the love of its inhabitants for motor racing: Brescia was the homeland of the celebrated Millemiglia rally and the first Italian Gran Prix of Formula One (yes, before Monza!) was run here. But all the places around here conceal so many secret jewels which expect only to be discovered and showed to the rest of the world! 

4.  What are you most looking forward to at the upcoming wine conference in Italy? 

Getting in touch with other people dealing with the wine tourism world, especially International tour operators since it is quite difficult to reach a broad audience from a little renown (but really interesting!) area such as Brescia. I would also like to understand what is the level of wine tourism in other well established regions: I strongly believe that without a good understanding of the situation and the position achieved by others it is not possible to improve and grow. 

5.   What wine(s) were you be drinking over the holidays?

Well, as often happens during these moments (Christmas, New Years Eve and so on) choice is always tough! I come from Tuscany and love very much its wines, but I like to pick wines based on what I believe will be the best food match and, when possible, local productions. So I decided to select a white wine from Southern Garda produced by a friend of mine, a Lugana Superiore 2007 (made entirely from Turbiana grape), to accompany a dinner based on sauté mussels followed by tomato sauce swordfish: the richness and smoothness of the dishes “pretended” a fresh, sapid and well structured wine, as it is that Lugana. For the Sunday lunch, instead, a great Valtellina Superiore Riserva 2005 (Nebbiolo grape) will be the matching choice for a gorgeous roasted stuffed chicken and rosemary potatoes: this time lots of smooth tannins are required! As you can see, all wines from the region where I live, Lombardy, an area that produces small amounts but really interesting wines. Just consider what has been obtained in Franciacorta in less than 40 years!!

Join the International Wine Tourism Conference and network with Antonio and 200 – 300 more attendees. Antonio will be delivering a talk at the Wine Tourism Conference on January 31 at 9:30 titled: Franciacorta and Garda: a different look at Brescia wine scene.