I’ve already touched on this topic a couple of years ago, but I can’t help returning to it with a few more reflections. Rome, on a stunning terrace at the Hotel Melià on the Gianicolo, blessed with a beautiful sunny day. I’m here with some friends from Vinodabere.it for the Alto Adige Wines Roadshow.
I come from a background in communication (and, in truth, I’m still very much part of it), and I can’t help but notice the care with which Alto Adige consistently manages to promote not only its wines, but the entire territory as a whole.
Exhibitors everywhere. Screens in full view. The brand just as prominently displayed. A bag next to every seat—not only promoting the wines, but the entire territory. It does so with a booklet listing the wines for tasting, a brochure describing grape varieties, landscapes, history, events, and much more. Then even a recipe book where—of course—local products take center stage. To complete the experience: dried apple chips, rye crisps with fruit (struzen), and a bar of speck.
Well done. Truly well done.
I should be talking about wine, but when I think about how other territories fail to promote themselves, I can’t help but feel a bit frustrated…
The tasting pleasantly accompanies our afternoon (even though I skipped lunch…), but this article is really meant to highlight a great way of communicating a territory. That’s why I’ll take the easy route and refer you to the tasting notes published on vinodabere.it.
As for me, I can say that the drinkability of Alto Adige white wines always stands out.
Always interesting—just like the final Gewürztraminer, particularly for its dry finish
