Let’s take a peek at the wine stores and restaurants in Montalcino to see how wine tourism is changing and how the trade that welcomes it changes too
On one thing everyone agrees << 2017 has been a great year for tourism in the Brunello region>> . Helped by the hot climate that has urged people to leave the cities, but has put our vines through great difficulties, but it also has increases tourism in the countryside by putting in a line row and rows of fantastic beautiful days.
Lots of tourists and lots of tasting and shopping.
While talking to those who work in contact with tourists it is possible to discover some curious things. The wine lovers who come to Montalcino desire most of all to discover Brunello and concentrate their buying sprees on this <<they are not even interested in the Rosso di Montalcino, they want only Brunello>> says Sergio Pierangioli who however admits <<your Cenerentola Doc Orcia sells well, maybe it’s because of the name, maybe because of the label, maybe because it is different …>>.
There is though another sort of wine lover that wants to taste and most of all buy excellent bottles from the most famous Italian appellations and so has stores ship them home bottles of Barolo, Amarone, Aglianico … <<they do not have the time to visit all of the famous wine regions but they want to buy these wines because in Brazil or Canada they would cost much much more>> they explain in the BD Bruno Dalmazio wine store.
Visiting the wine shops in Montalcino three things are evident: the knowledge of the
employees, the use of wine dispensers for tastings and the great care and attention in window dressing and show casing in general.
Attention that each wine store has interpreted in a different way, there is Bruno Dalmazio who has created a section for luxury accessories (handmade hats for example) and those like Sergio Pierangioli who have restored an underground cave or even those who have chosen a more modern design where books give a more cultures impression such as in Gianluca Turchi’s wine store.
It is mostly in the more recently created stores such as Vino al Vino or in the Taverna del Panfilo, where you find the more sophisticated and trendy styles. And it is in these places where the strong attraction that Montalcino has is evident, calling professionals from very far away.. In the Taverna del Panfilo, as well as contemporary paintings, there is an owner form Bergamo and a chef from Argentina.
Montalcino’s success is evident in these aspects as well as in the increasing number of tourists. There is however the other side of the coin: walking along the cobbled roads the “Sienese vernacula” has disappeared, it is no longer the most spoken. As also now the majority of stores are for tourists not for residents. As I often say when giving lessons << Tourism is like sugar: in small dose sit is good for you, but in large quantities you get diabetes>> so it is necessary to manage the tourism success in Montalcino, but I am sure that the young and dynamic mayor Silvio Franceschelli will succeed.