Wine Tourism Archives

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

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.
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.
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.
Russia (5%)
While geopolitical complexities persist, Italy’s wines maintain a foothold in Russia, where European vintages are steadily gaining traction among urban elites.
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.
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.
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.
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.
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.
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)

Unlocking the Digital Future: Liz Palmer’s Insights at the 8th UNWTO Global Conference on Wine Tourism

Liz Palmer Presents at the 8th UNWTO Global Conference on Wine Tourism: Strategies for Crafting and Preserving a Strong Digital Brand for the Wine Tourism Industry

The 8th UNWTO Global Conference on Wine Tourism, held in Yerevan, Armenia, from September 11 to 13, 2024, hosted by the United Nations World Tourism Organization in partnership with the Ministry of Economy of the Republic of Armenia, stands as a landmark event in the wine tourism industry. The conference theme, “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences,” highlights the essential balance between modernizing wine tourism and preserving cultural heritage.

The conference provided an unparalleled platform for experts in the burgeoning field of wine tourism to collaborate on finding tangible solutions to make tourism a driver for a more sustainable, inclusive, and resilient future for communities. Attendees included renowned producers, tourism professionals, government officials, and representatives from international organizations.

I was thrilled to be asked to be a keynote speaker on Digital Branding in Wine Tourism. My presentation, titled “Strategies for Crafting and Preserving a Strong Digital Brand for the Wine Tourism Industry,” covered several key topics:

What is Digital Branding?
Evolution of Digital Branding
Key Trends (2020-2024)
How Digital Branding Drives Success in Wine Tourism
Current Trends in Digital Branding for Wine Tourism
10 Key Elements for Structuring an Effective Digital Brand Strategy

I’m also delighted to share my presentation from the 8th UN Tourism Global Conference on Wine Tourism in Armenia, 2024

Here it is on Slideshare + available to download: https://tinyurl.com/4peyfrye

Happy Birthday, SA Wine! Celebrating 366 Years of Winemaking Excellence

South Africa Wine is excited to announce the “Happy Birthday SA Wine” campaign, a celebration from January through February to celebrate the South African wine industry’s official birthday on February 2nd. This campaign invites wine lovers, producers, retailers, and industry stakeholders worldwide to celebrate South Africa’s rich winemaking heritage.

South Africa is unique among wine-producing countries in that it knows the exact date of the inception of its wine industry: February 2, 1659.

This campaign encourages the wine community to participate.. “We call upon the entire wine industry, tourism sector, local and international partners, and wine enthusiasts to join us in this celebration,” says Basson. “Together, let’s raise a glass to South African wine’s past, present, and future.”

“Our vision is to create an annual celebration that honours this heritage and promotes the spirit of South African wine,” says Rico Basson, CEO of South Africa Wine. “We want to raise awareness both local and global about the contributions of South African wine to the world and to encourage a sense of pride and connection within the industry and among consumers.”

Join South Africa Wine in this vinous voyage, as they honour the traditions, celebrate the innovations, and toast to a future filled with exceptional South African wines!

Mombarone [Piedmont] Vineyards added to Historical Register

The Italian Ministry of Agriculture has officially recognized the historical and scenic value of the vineyards in the Canavese region, located on the left bank of the Dora Baltea River. These terraced vineyards, cultivated since medieval times, have been added to the National Register of Historical Rural Landscapes, a distinction that highlights their cultural and environmental significance. The recent announcement was welcomed by Bruno Mecca Cici, President of Coldiretti Torino, who described it as a crucial step in protecting and revitalizing the region’s heroic viticulture.

The register includes rural areas that have preserved their unique cultural and agricultural characteristics over centuries, becoming integral to the local landscape and heritage. In Canavese, the terraced vineyards exemplify human adaptation to the Alpine environment. The dry-stone walls supporting these terraces create a favourable microclimate for growing vines under challenging conditions by reflecting heat and stabilizing the terrain.

The winemaking tradition in Canavese is deeply rooted in local history. The terraces, locally known as tupiun, are supported by stone pillars called pilun, a centuries-old farming technique passed down through generations.

The Ministry’s recognition underscores the need to protect these vineyards not only for their cultural value but also for their role in preventing soil erosion and landslides on the region’s steep slopes. Maintaining these vineyards is considered heroic viticulture under Italian law, given the extreme conditions in which local farmers work. Despite their importance, these viticulturists face numerous challenges in sustaining their activity.

Mecca Cici stressed that inclusion in the National Register must be accompanied by concrete policies to support mountain viticulture. Proposed measures include protecting vineyards from wild animals, building rural roads and transport systems to improve access to terraced plots, and providing incentives to acquire abandoned land. There is also a push to develop tourism and infrastructure that could leverage the unique Canavese landscape for economic benefit.

Tourism promotion is seen as an opportunity to revive the local economy. Coldiretti Torino has advocated integrating the vineyards into existing tourist routes, such as the Via Francigena, and showcasing local features like the Balmetti of Borgofranco di Ivrea—natural cellars carved into rock used to store wine and other products.

Canavese wines are central to this revitalization effort. The region is home to renowned appellations such as Nebbiolo di Carema and Erbaluce di Caluso, wines that experts believe hold great potential in the face of climate change. Additionally, olive cultivation is being promoted on the same slopes, a practice that seemed improbable in this mountainous area until recently but is now yielding promising results.

Alto Adige Wines Announces a New UGA Classification

Nestled in Italy’s northeastern corner, Alto Adige, one of the country’s most compact yet pioneering viticultural areas, is advancing its esteemed Alto Adige DOC designation with a significant new addition. The Consorzio Alto Adige Wines has recently announced that, starting with the 2024 vintage, 86 well-defined and meticulously documented vineyard areas have been granted special legal status as Additional Geographical Units (in Italian “Unità Geografiche Aggiuntive” or UGA).

“Our goal is to capture the unique character of each vineyard in every bottle,” said Martin Foradori, Vice President of the Consorzio Alto Adige Wines and owner of the J. Hofstätter estate. “Terroir” should not be just a marketing term—it should be something you can truly taste in each glass of wine.”

Defined by rigorous criteria, each UGA reflects an ideal alignment of soil type, microclimate, altitude, slope inclination, sun exposure, rainfall, and more. While forward-thinking was essential to this process, tradition also played a significant role, as many of the selected vineyard sites hold historical importance. A land register dating back to the mid-18th century provided access to valuable historic land names, testifying the region’s rich viticultural heritage. Additionally, within each UGA, permissible yields have been further reduced by 25% compared to DOC regulations, ensuring optimal grape quality and exceptional wines.

The ideal grape varieties for vineyards within each UGA have also been carefully defined. Eduard Bernhart, Director of the Consorzio Alto Adige Wines, explained: “Wines that qualify for a UGA designation must be made exclusively with grapes from that specific site. Depending on the vineyard’s location within a UGA, up to five varieties may be permitted, while some UGAs restrict production to just one or two varieties.”

As of the 2024 vintage, the geographical designation—such as Gries, Mazon, or Eppan Berg, to name just a few of the 86 recognized UGAs—may be listed on wine labels alongside “Alto Adige DOC.”

Producers wishing to use a UGA name on their label are required to include a pictograph specially designed by the Consorzio. Alto Adige Wines This will allow consumers to clearly recognize these special wines, as the pictograph must appear on both the front and back labels.

“Much like other renowned wine regions, we believe this initiative will set new benchmarks for exceptional and distinctive Alto Adige wines,” commented Andreas Kofler, President of the Consorzio Alto Adige Wines and of Cantina Kurtatsch. “These UGAs establish Alto Adige as a leader in the highest quality, terroir-driven winemaking.”

The creation of UGAs marks the culmination of years of research, collaboration, and vision led by the Consorzio Alto Adige Wines. Contributions from agronomists, enologists, growers, and producers helped shape the new classification, blending innovation with a deep respect for tradition.