Category: Wine Marketing

Sonoma County Tourism Unveils “Wine Country for All of Us”

Sonoma County Tourism an industry leader in destination stewardship announces its new initiative, “Wine Country for All of Us,” a thoughtful and deliberate commitment to fostering belonging among visitors and residents. Grounded in Sonoma County’s long-standing dedication to inclusivity, the initiative celebrates the region’s diverse history and invites everyone to experience Wine Country through their own lens.

Through the decades, the area has become a haven for visitors and local residents seeking connected communities and genuine acceptance. From the LGBTQ+ pioneers who found refuge in Guerneville’s redwoods to the multi-generational immigrant families who shaped the wine and agriculture industries to a collective of women’s history activists who began efforts that became Women’s History Month, Sonoma County’s culture reflects a deep-rooted tradition of advocating for, welcoming and celebrating individuals from all walks of life.

Sonoma County Tourism is further reaffirming its commitment to inclusivity by pursuing a new partnership with Wheel the World, a global leader in accessibility travel experiences, to enhance accessibility and create more inclusive travel experiences. The region is in the beginning stages of seeking “Destination Verified” status, which will provide visitors with access to necessary information regarding accessibility options, ensuring their needs are fulfilled before, during, and after their trip. Additional affiliations with the Global Sustainable Tourism Council (GSTC), Kind Traveler, and Leave No Trace help solidify the region’s philosophy of stewarding the environment and encouraging visitors to respect and care for the county’s natural splendor and habitat. Training classes and resources provided by SCT’s Accredited Hospitality Professionals (AHP) program will also continue to equip local businesses with tools to further foster inclusivity and create environments where everyone feels valued and appreciated.

Brian Marchi, Chair of Sonoma County Tourism’s Board of Directors, remarked, “Sonoma County has always been a place where creativity and inclusivity thrive. ‘Wine Country for All of Us’ builds on that legacy, ensuring every visitor feels seen and celebrated while enriching the community. This initiative is a testament to our shared values and a meaningful step toward a more connected, welcoming future.”

The initiative will be supported by a dynamic and upcoming integrated marketing campaign, “This is Wine Country”, which will expand perceptions of the region and invite travelers to discover Sonoma County’s unexpected treasures. The campaign underscores SCT’s authentic, purpose-driven travel ethos, showcasing unique wine country experiences, including redwood hikes, coastal adventures, encounters with local artisans, culinary innovation, and more.

As Sonoma County Tourism looks ahead, “Wine Country for All of Us” serves as a guiding principle, reinforcing the region’s commitment to the belief that travel can inspire deeper understanding and connection. With a history steeped in inclusivity and a future focused on equity and accessibility, Sonoma County Tourism is leading the way in creating a destination where Life Opens Up — for all.

Southbrook Vineyards Announces the Release of an Exclusive Chef-Signed Wine Collection to Honor Canadian Culinary Stars Competing at the Bocuse d’Or Finale

Southbrook Vineyards, a highly acclaimed organic and biodynamic winery renowned for its innovative approach to natural, small-batch winemaking has announced the introduction of “The Southbrook CHEFS CANADA Limited Edition Set”. This collection is signed by both award-winning Canadian Chef Keith Pears, and the founder of Southbrook, Bill Redelmeier.

The Southbrook CHEFS CANADA Limited Edition Set establishes Southbrook Vineyards as the official wine partner of CHEFS CANADA and pays tribute to the Canadian culinary team participating in the Bocuse d’Or Finale, held at the Sirha in Lyon, France January 27, under the leadership of Chef Pears.

The collection includes magnum bottles of the 2020 Estate Cabernet Sauvignon, 2020 Estate Merlot, and 2020 Poetica Red, presented in an elegant wooden box.. Only 50 sets are available online, HST-exempt until February 15, 2025, at a total price of $442.48. From each sale, $100 will support Team Canada at the Bocuse d’Or.

Link to purchase: Southbrook CHEFS CANADA Limited Edition Set  🏆! Let’s go CANADA🇨🇦

“Representing Team Canada at the Bocuse d’Or is an incredible opportunity to continue striving for perfection in my craft,” said Chef Pears, who hails from Vancouver but resides in Toronto, and is Canada’s Bocuse d’Or candidate. “I’m thrilled about the partnership with Southbrook Vineyards because they share a similar philosophy—approaching their work with thoughtfulness, a dedication to small-batch winemaking, and a focus on the health and vitality of their vineyards”.

Bocuse d’Or was founded in 1987 by legendary French Chef Paul Bocuse and is recognized as the world’s most competitive culinary event. It’s a prestigious platform for nations to spotlight their unique culinary heritage and terroir, while showcasing gastronomical innovation from next-generation chefs.

“We deeply admire the passion, precision, and extraordinary skill that CHEFS CANADA and Team Canada bring to their preparation for the Bocuse d’Or. It’s an honour to support Chef Keith Pears and his team on their inspiring journey toward gold,” said Redelmeier.

Exploring Irpinia: Italy’s Hidden Gem of Natural Beauty and Winemaking Excellence

Campania is the region of southern Italy that includes the magnificent active volcano Vesuvius, stunning seaside towns and villages like those of the sunny Amalfi coast, the unique city of Naples, fascinating ancient sites such as Pompeii and the crystal-clear blue waters of Capri and other islands. There is much more to this region – Inland Campania shows a different character with striking landscapes encompassing wooded hillsides, winding rivers, majestic mountains and cool breezes that contrast greatly with the warm coastal areas – this area is known as Irpinia.

WHERE IS IRPINIA?

Irpinia, from the local word hurpos, wolves, covers the entire province of Avellino, 60 km east of Naples. The origin of the word Irpinia says a lot about the area and its people. The people of Irpinia are not fishermen like those you find in Positano and other villages on the coast, but shepherds. They are strong, stubborn people, tied firmly to their roots and very different from the open personalities of those living by the sea.

The lands of Irpinia are highly varied and cover approximately 3,000 sq.km with the main city, Avellino, in the southwest. Nearby are the tuff quarries of Tufo, hill towns such as Montefalcione and Rocca San Felice, and the plateau of Ariano Irpino is further north. Irpinia shares borders with the Puglia region (which forms the heel of Italy’s boot) to the northeast, the province of Benevento to the northwest, Naples to the west and Salerno to the south, with the Vulture area, well-known for its Aglianico, to the east.

The mountains reach an altitude of 1800m asl, shelter the area from warm winds coming from the sea, creating a cool climate with steep day-night temperature swings that are ideal for viticulture.

WINE AREAS

Irpinia is the green heart of Campania, but above all it is a wine region, with an impressive concentration of excellence. In fact, three of the Campania region’s four DOCG wines are produced here, including the oldest DOCG of southern Italy: Taurasi which gained the denomination in 1993. Irpinia’s other two DOCGs are the whites Fiano di Avellino and Greco di Tufo, both certified in 2003.

Another denomination, Irpinia DOC, which has been in place since 2005, covers an area including 118 towns, while the Campi Taurasini DOC area includes only 24 towns, 17 of which are also included in the red Taurasi DOCG area.

GRAPES & WINES

The Aglianico grape is Irpinia’s flagship red, although other red varieties are grown here too, such as Piedirosso and Sciascinoso. Aglianico is the main grape of the DOCG Taurasi denomination with a minimum 85% of the blend (although most of producers make 100% Aglianico wines) and a minimum of 12 months aging in wooden vessels.

Aglianico is a difficult grape to grow: it’s late ripening, its thin skin is prone to mildew and it can be challenging to harvest this grape with several vineyard passages required in order to pick healthy grapes. It’s a difficult variety to manage in terms of winemaking too: when young, it tends to be tannic, acidic, rather harsh and sometimes rustic. Aglianico is certainly one for patient drinkers and lovers of the variety who need to give the wine the time it deserves. It’s very much a food wine and pairs perfectly with the local food which has many pork-based dishes, tasty cheeses, mushrooms and hearty soups.

Fiano is a very versatile grape, one of Italy’s great whites with an excellent reputation among producers and critics, for its elegance, age-ability and the concentration of terpenes that make it a semi-aromatic variety. The Fiano di Avellino DOCG production zone covers 26 municipal areas in a wide area with a range of different soils, aspects and altitudes making for very different styles of wine.

Fiano is a grape that adapts easily to different conditions and recently it has even been planted outside Italy in areas including California and Australia.

Greco is the alter ego of Fiano. The two white grapes share some similarities, including a long history – both are very ancient grapes and both are the main varieties for the two DOCG whites of Irpinia, respectively Greco di Tufo and Fiano di Avellino.

Greco however has completely different characteristics from Fiano. It’s grown in the territories of only eight towns in volcanic, yellow tuff soils. The wines are intensely coloured wine with great minerality, saltiness and complex depth.

IRPINIA – QUICK FACTS

Irpinia produces about 28% of the Campania region’s wines.

In 2005 Robert Parker said, “Aglianico is next big thing”.

There are several biotypes of Aglianico, including one for Taurasi and also Aglianico del Taburno and Aglianico del Vulture.

Aglianico, Fiano and Greco are among Italy’s most ancient grape varieties, brought over from Greece thousands of years ago.

Tenuta Cavalier Pepe in Irpinia was ranked 14th overall in the 2024 World’s Best Vineyards awards – the best in Italy.

A destination for wine connoisseurs and oenophiles to discover the secrets behind some of southern Italy’s finest micro-wineries.

The Irpinia wine region has developed rapidly in recent years, with the two major players, Mastroberardino and Feudi di San Gregorio, sharing the market with small niche wineries, some of them specializing in single-vineyard wines.

Although Irpinia is just an hour’s drive from Naples, it still plays second fiddle to the better-known destinations of the Campania region such as the Amalfi Coast, Pompeii, Vesuvius, and so on, while at the same time having great potential flows of tourism.

For this reason, many family-run wineries, each with their own distinctive characters, have started to offer authentic wine experiences.

Thanks to this mix of visionary producers, independent family-run wineries, contemporary or traditional estates and revolutionary winemakers, Irpinia has become one of Italy’s most fascinating wine areas, particularly for its whites.

The local tourism scene is developing steadily through joint ventures and new openings of hotels and resorts. Wine therapy and wine spas are another aspect that’s growing in this hilly area, and both private investments and European funding are increasingly oriented towards boosting tourism in the area.

Along with the increasing success of Irpinia’s wine production, this patch of land has developed a genuine and positive attitude towards hospitality and there are numerous services on offer in terms of hospitality and incoming experiences. Visitors can choose to stay at a cosy B&B, a charming countryside farmhouse or a luxury resort and vineyard tours, lunch in the barrel room or meeting with the winemakers are among the most popular wine experiences offered by wineries.

Irpinia is a perfect destination both for visitors who want to immerse themselves in the authentic local culture and for those looking for an adventurous off-the-beaten-track experience.

WINERIES per la sezione hospitality

  • Feudi di San Gregorio
  • Mastroberardino
  • Tenuta Cavalier Pepe
  • Cantine di Marzo
  • Fonzone
  • Tenuta del Meriggio
  • Villa Raiano
  • Tenuta Scuotto
  • Di Meo===============
    Filippo Magnani,
    Wine Tourism Expert

US Treasury Proposes New Alcohol Label Rules

The United States Department of the Treasury’s Alcohol and Tobacco Tax and Trade Bureau (TTB) has proposed new regulations requiring alcoholic beverage labels to include detailed information on alcohol and nutritional content. This proposal aims to introduce an “Alcohol Facts” label, akin to the “Nutrition Facts” label found on food products, to provide consumers with comprehensive information about the beverages they consume.

The proposed “Alcohol Facts” label would include disclosures on the alcohol percentage by volume, alcohol content in fluid ounces, calories, carbohydrates, fat, and protein for wines, distilled spirits, and malt beverages such as beer. Additionally, the TTB has proposed a rule mandating the listing of major food allergens on alcoholic beverage labels. These proposed regulations align with the recommendations from the February 2022 Treasury Department report titled “Competition in the Markets for Beer, Wine, and Spirits,” which suggested revisiting labelling requirements to include alcohol content, nutritional information, and serving sizes.

References:

  1. S. Department of the Treasury. (2022). Competition in the Markets for Beer, Wine, and Spirits.
  2. Alcohol and Tobacco Tax and Trade Bureau (TTB). (2023). Proposed Regulations on Alcoholic Beverage Labeling.

Italy’s Wine Exports Soar: September 2024 Analysis

Italy, the world’s wine epicentre, achieved remarkable milestones in September 2024, solidifying its position as a leader in global wine export by volume. Italian wines, renowned for their diversity, quality, and rich heritage, have captivated audiences worldwide. Below, I delve into the top ten markets driving the success of Italian wine exports, offering insights into evolving consumer preferences and cultural affinities.

Top 10 Export Markets for Italian Wine

  1. United States (24%)
    The U.S. retains its spot as the largest consumer of Italian wines, reflecting the American love for iconic varietals like Chianti, Prosecco, and Barolo. This quarter’s exports showcase Italy’s deep-rooted influence on American wine culture, particularly among millennials and Gen X.
  2. United Kingdom (20%)
    The U.K. remains a steadfast partner, with British consumers eagerly reaching for Italian reds and sparkling wines. Despite global economic shifts, Italy’s premium selections charm the British palate.
  3. Germany (6%)
    With its sophisticated and detail-oriented wine culture, Germany steadily increases its consumption of Italian wine, notably organic and sustainable vintages, which appeal to eco-conscious drinkers.
  4. Russia (5%)
    While geopolitical complexities persist, Italy’s wines maintain a foothold in Russia, where European vintages are steadily gaining traction among urban elites.
  5. France (5%)
    In an intriguing market dynamic, Italy’s wine exports to France underscore cross-border appreciation. French consumers favour distinctive Italian wines like Amarone and Nero d’Avola, offering a complement to their domestic preferences.
  6. Canada (5%)
    Canada, with its multicultural demographic, remains a valuable partner for Italy’s export growth. The popularity of Italian wine among Canadians reflects shared values of quality and craftsmanship.
  7. Belgium (4%)
    Belgium’s rich culinary heritage and established wine traditions make it a loyal market for Italian vintages. Prosecco, in particular, enjoys increasing favour in celebratory settings.
  8. Switzerland (3%)
    Swiss buyers lean towards high-end Italian wines, often pairing them with fine dining experiences. This market highlights a preference for both tradition and exclusivity.
  9. Latvia (3%)
    Latvia represents a rising star in Italy’s export landscape. Growing interest in medium-priced wines signals a burgeoning sophistication in wine culture.
  10. Austria (2%)
    Rounding out the top ten, Austria’s wine market reflects its preference for regional balance and traditional winemaking, aligning perfectly with Italy’s offerings.

The Road Ahead

Italy’s wine sector continues to explore untapped markets while deepening its ties with existing ones. Exporters are leveraging storytelling, wine tourism, and sustainability credentials to maintain Italy’s edge in a competitive global market.

Source: Italy’s National Institute of Statistics (Istat)