World Wide Tourism – 3
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Vincenzo Cusumano, president of the wine road Alcamo DOC, Salvatore D'Agostino, director of the institute Vite e Vino |
This suggests that, in addition to promoting other native varieties, international vines should be taken into consideration as well. The IRVV director highlights the fact that a large amount of wine is bottled elsewhere. In fact, according to data provided by professor, Sebastiano Torcivia, of the School of Economy of Palermo University, as much as 6.5% of the regional product is bottled outside the island.
In order to promote synergies between private industry and public institutions, the IRVV started an interactive database recording all Sicilian wine producing estates and agriturismos.
"We are building an online communication project," said Dario Di Bernardi of IRVV, "to allow wine-related and enogastronomy businesses to be found on Google, the most used search engine in the world, by having their web page on our company web site."
By improving the Wine Roads, in addition to attracting more tourists, the goal is to close the gap between consumers and wine. Fabio Piccoli and Andrea Zanfi agree that the wine information sheets and educational brochures currently available are filled with stereotypes and, in many cases, hard to understand by lay people. the 90% of Italians drink wine, but most of them do not truly know the product. What then is the industry to do to avoid the implosion of the situation, with the result of alienating the generic consumer?
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Manuela Violoni, head of Research and Development at the Centro Studi Assaggiatori (Center for the Study of Tasters), in Brescia, revealed what her organization is doing to simplify the wine language, making it more understandable.
"For the last 15 years," said Violoni, "we have researched new methods of describing wines. Our study of sensorial analysis showed that the average consumer currently feels left out because of the complex language used to describe wine characteristics. By refining the Big Sensory Test, we turned the tasting perspective upside-down. Instead of having an expert who imposes his or her own description to the public, a group of people selected among the targeted market provide their perception of a specific wines in blind tastings. The resulting data are then elaborated statistically. This method guarantees that the description, as well as the resulting evaluation, is the result of the group expression, thus reflects the perception of the targeted customers."
| Photographs courtesy of Tamaco, the organizing company |
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