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<strong>ITA</strong>LY<br />
– VINEYARDS –<br />
WINE TOURISM<br />
The region’s unspoilt natural surroundings and scenery,<br />
together with the beauty of the medieval village and<br />
accommodation provided by Montalcino wineries, have led<br />
wine tourism to play a pivotal role in regional development.<br />
With 200,000 visits in 2018 (113% more in the last<br />
5 years) and over 75,000 overnight stays in a town with a<br />
population of 6,000, the impact on Montalcino has been<br />
significant. Half of the local businesses are agricultural, but<br />
over the years the number of accommodation facilities has<br />
increased and today there is 1 for every 35 residents with<br />
92 hotels, farm accommodation and inns. Lastly, there are<br />
over 50 restaurants and eateries.<br />
The data stops at 2019 but, although 2020 can be considered<br />
an ‘annus horribilis’ for the entire Italian wine industry,<br />
Montalcino has enjoyed early sales. This is in part due to the<br />
fear of new duties, which has prompted many US buyers<br />
(Brunello’s main market) to buy new vintages; market<br />
diversification (varying and carefully selecting markets<br />
has been one of the pivotal aspects of the marketing<br />
strategies deployed by Montalcino estates); and finally<br />
the contribution of individual Italians who, despite the<br />
pandemic, have shown greater interest in fine wines.<br />
A corner of paradise for open-air wine tastings at Poggio il Castellare<br />
winery<br />
The chairman of the Consortium Fabrizio Bindocci and<br />
director Michele Fontana explained how the designation<br />
fared during the pandemic.<br />
Can you describe how the last year has been for the<br />
designation?<br />
FB: We were greatly concerned at the beginning of last year,<br />
but this initial fear was followed by a strong reaction by the<br />
wineries, which managed to diversify their business, despite<br />
the difficulties caused by the pandemic, and continue their<br />
work in the vineyards. From a commercial point of view,<br />
the superb 2015 vintage was a great bonus, followed by an<br />
exceptional vintage in 2016. In a year that the world will<br />
want to forget in a hurry, Montalcino’s 2020 harvest will<br />
not be forgotten, as it is considered somewhere between<br />
excellent and outstanding, allowing us to look to the future<br />
with optimism. Four years from now we will remember<br />
that in the overall darkness of 2020, the Brunello vintage<br />
was a wonderful exception.<br />
Fabrizio Bindocci, current chairman of the Consorzio del<br />
Vino Brunello di Montalcino<br />
SUMMER 2021 GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE 81
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