VIOLANTE TELLA US ABOUT WINE TOURISM AND ALCOHOL TESTING
VIOLANTE GARDINI CINELLI COLOMBINI PRESIDENT OF THE WINE TOURISM MOVEMENT ANSWERS GIOVANNI PELLICCI, DIRECTOR OF “I GRANDI VINI” , ON WINE TOURISM AND ALCOHOL TESTING
Violante Gardini Cinelli Colombini President of Movimento turismo del vino
The recent changes to the Highway Code, wanted by Minister Matteo Salvini, have shaken the world of Italian wine. Restaurants, wine bars and tasting places, such as tourist wineries, are studying solutions to counteract the probable future decline in consumption and therefore in turnover.
THE LACK OF TRANSPORT INFRASTRUCTURE COMPLICATES THE JOURNEY OF THOSE WHO WANT TO TASTE
In the countryside, where great wines are born, there is a lack of taxis or public transport services capable of taking tourists to and from wineries without driving. For this reason, the director of the magazine “I Grandi Vini” asked Violante Gardini Cinelli Colombini, newly elected president of the Movimento Turismo del Vino, how she recommends tackling the problem for the 700 member wineries.
Here I report some parts of the interview, suggesting you read it in its entirety in “I Grandi Vini” directed by GIOVANNI PELLICCI
QUESTION FROM GIOVANNI PELLICCI DIRECTOR OF I GRANDI VINI
I GRANDI VINI: What are the measures of the new highway code that are of most concern to wineries?
VIOLANTE: The limits of alcohol consumption have not changed, but in the new rules of the Highway Code, the sanctions following a positive alcohol test have been increased. This scares the wineries that are members of the Movimento Turismo del Vino. The fear of losing their driver’s license scares enthusiasts who would like to go to the production sites just to taste. Let us remember that 96% of tourist wineries offer, as their main experience, a guided tour of the production facilities followed by a tasting of 2-5 wines, 78% offer themed tastings. If we add to this data that Italian wine tourists are mostly couples, we realize that the rules of the new highway code could have a negative impact on wine tourism.
VIOLANTE PRESENTS THE WINERIES OF MOVIMENTO TURISMO DEL VINO
MTV wineries demonstrate that they are already ready to offer more complete and diversified experiences that compensate for a possible drop in visitors with the booking of more complex and loyalty-building activities for a greater number of hours. Furthermore, by sleeping in wineries with accommodation, the risk of alcohol testing disappears and this could increase overnight stays for those who want to have important tasting experiences.
The new proposals of the MTV wineries will be presented in May at Cantine Aperte, the wine hospitality event that will become the great showcase of Italian innovations in wine tourism.
MTV recommends that tourist wineries apply discounts, the gift of a gadget or a bottle to drivers who must limit tastings and to pregnant women who must give up wine altogether.
I would also like to add that for some time the Movement, thanks to a collaboration agreement with Wine in Moderation, has been carrying out targeted communication on moderate and conscious drinking, a positive habit both for health and for driving.