PrimAnteprima: Tuscan Wine Trends
PrimAnteprima: Key Data on Tuscan Wine Tourism, Trends and Exports
Tuscan Wine Previews Week (when the region’s main wine consortia present their new vintages) kicked off with PrimAnteprima February 11 to an eager crowd of international and local visitors consisting of buyers and journalists.
PrimAnteprima is promoted by Regione Toscana with the Chamber of Commerce of Florence and organized by PromoFirenze and Fondazione Sistema Toscana.
Here are some key news items:
Record Vintage
2022 will be a record vintage, at least in terms of profits derived from the export of PDO wines.
Estimates show over 690 million euro (+7%), which is impressive given the dip in volume (-3%), in line with other Italian PDO wines.
Tuscany is in seventh place for wine production, which is an average share of 5% of the total for Italy.
The region’s uniqueness emerges in being able to boast 58 geographical indications, comprising of 52 PDOs (11 DOCGs and 41 DOCs) and 6 IGTs, which control almost the entirety of Tuscany’s surface area under vine. (95% compared to a national average around 62-64%.)
EXPORT. The demand for Tuscan PDO wines mostly comes from non-EU countries (67% volume and 72% value), with a strong concentration in three directions: 57% of shipping goes to the USA, Germany and Canada, with the USA alone representing 34% of volume and 38% of the value.
MORE PROFITABLE VINEYARDS AND ORGANIC. 2022 recorded a considerable increase in the average profitability of the vineyard, having exceeded 7,000 euro per hectare, due to a positive combination of increased grape prices and yields compared to a rather poor 2021.
For the reds, Chianti and Morellino in particular show increases that are above the national average, while the other fine reds also increased but at a lower pace.
Tuscan Wine Tourism
The morning session included a speech about wine tourism by Roberta Garibaldi, a pioneer in wine tourism.
Mr. Garibaldi says that Tuscany is the second most visited region by Italian tourists. Their main motivation is wine and food lecturer in Tourism Management at the University of Bergamo. This report detailed several key trends:
WINE TOURISM. According to the Rapporto sul Turismo Enogastronomico Italiano (Report on Italian Wine and Food Tourism) written by Roberta Garibaldi, Tuscany is a pioneer in wine tourism and is currently the second most visited region by Italian tourists whose main travel motivation is food and wine.
Tuscany is also first place for the number of bookings for food and wine experiences on TripAdvisor.
It is the third most popular region in Italy in terms of being included in packages organized by international tour operators specialized in food and wine.
An international draw is its blend of art, culture, nature and fine craftsmanship.
Tuscan Tourism Takeaway Points
Food and wine tourism consumption belongsto the past. The future is based on the uniqueness and emotionality of the experience, in harmony with the environment.
The agri-food company will increasingly present itself as an ambassador of an evolved territorial society, whose attractiveness depends on its ability to generate value for the tourist, for the resident and for the whole community connected to it, highlighting the ties of solidarity which it has fortified over the years.
The food and wine tourist is increasingly demanding. Look for places with beauty and integrity of the landscape, culture and traditions, a welcoming local community, as well as a quality food and wine offering.
Search for new food, new recipes, new dishes, new experiences.
Visitors like to Explore
They love to connect shopping, cultural visits and sport to food and wine experiences.
Creativity and continuous innovation will be the mantra for companies in the sector.
Trekking through the vineyards, cycling along the white roads and the increasingly equipped cycle paths, interconnections with rail transport, stop traffic and travel in complete freedom.
Driven by the wellbeing trend, the “active” approach of the food and wine tourist is destined to grow, with benefits not only for the organizers of innovative and assisted travel programs, but also for the tasting “pit stops” along the routes, for the managers of bike shops and recharge points for pedal-assisted bicycles (e-bikes)
Besides green mobility, the involvement of the food and wine tourist in the companies’ daily activities will increasingly develop collective harvest, but also sowing, pruning, milking and holidays in contact with animals as a form of pet therapy,for medium-term stays and also for
Tuscan Wine Experiences Examples
Trabocchi coast
Bike route among the “trabocchi” of the Abruzzo coast, many of which have been transformed into restaurants, and the inland wineries with the organization of related services.
Wine Tourism for Kids, “Lo Gnomo delle Vigne”, Città del Vino
A comic story for children starring the “Lo Gnomo delle Vigne”, which tells the story of wine, its culture, the value of the traditions of the rural territories of the
Bel Paese; through 3D goggles it is possible to see the comic in three dimensional form.
Tuscany Treasure Hunting
A treasure hunt to discover the resources and beauties that the Tuscany region has to offer. Each of the participating teams is given a different path, including museums, accommodation, restaurants and vineyards, but with common stopsto enjoy time together and strengthen the team building.
