DOSSIER Wine in Umbria, a new difficult challenge to stay in the markets that matter: making it a unique experience …

DOSSIER Wine in Umbria, a new difficult challenge to stay in the markets that matter: making it a unique experience …
DOSSIER Wine in Umbria, a new difficult challenge to stay in the markets that matter: making it a unique experience …

Our region produces both red and white wines, almost equally divided. Within its rather small territory, Umbria boasts 17,000 hectares of vineyards characterized by rather low average yields per hectare, usually a prerequisite for high quality production. The most common white grape
is Grechetto, followed by Trebbiano Toscano, Malvasia Bianca, Verdello, Canaiolo Bianco and Procanico. The most common red vines are Sangiovese, Ciliegiolo, Canaiolo Nero, Montepulciano, Barbera and Sagrantino. In the territory of the region there are also some international grape varieties such as Merlot, Cabernet Sauvignon, Chardonnay and Riesling.

In the 1960s, viticulture in Umbria began to gain international importance with the recognition of the first DOC of the region, Torgiano, recognized in 1990 as Torgiano Rosso Riserva DOCG. The region also boasts another DOCG wine, Montefalco Sagrantino, as well as 12 DOC and 6 IGT wines.

But what do all these acronyms mean? In the Italian Pyramid of the classification of wines, it is possible to identify immediately the subdivision into the four main categories defined by the Italian legislation aimed at highlighting the different qualitative aspects of wine. At the base we find generic wines and Italian varietal wines (better known as the old white table and red table). In the central band we find the IGP wine (Protected Geographical Indication) The grapes from which this type of wine is obtained come for at least 85% exclusively from this geographical area.

The terms DOC (of controlled origin) and DOCG (of controlled and guaranteed origin) no longer have legal validity since 2009 but continue to be used because they have entered the sector division. The first indicates wines produced in a delimited territorial area with very specific chemical and organoleptic characteristics, established a priori in the production regulations.

The DOCG acronym, on the other hand, is still reserved for wines of particular value, with high intrinsic qualitative characteristics and which have acquired renown and
commercial value nationally and internationally. Before being recognized as DOCG these wines must have had a militancy of at least seven years among DOC wines. The law also establishes the maximum capacity of the bottles marketed which cannot exceed 6 liters.

Each bottle must be provided with a special mark, printed at the State Printing and Mint Institute or by authorized printers, i.e. a band with a serial indication and an identification number. This band is assigned to the bottlers for each single bottle produced and / or batch. However, recent years have shown us that acronyms and labels are no longer enough to please those who come to visit our region: half of the tourists (given that it is destined to grow) belong to generations Y and Z – the so-called digital natives who came into the world. after 1980 – who, in addition to not disdaining the exploration of less mass destinations, are very attentive to the experience of consumption rather than to the consumption of a product.

Also for this reason, in order for the world of wine to increase its attractiveness it must be perceived less and less as an exclusively tangible product and more and more as a good full of values ​​and bearer of experiences. Basically, it must be able to enhance its immaterial and cultural dimension. To do this it needs to forge as many synergies as possible, triggering a virtuous union from which to draw more chances of fruition and experience.

So the opportunity to learn traditional Umbrian recipes, enjoying the accompaniment of the typical wines of each winery, or the search for the perfect photo while walking among the hills embellished with vineyards is very well but then it is necessary to start a characterizing path that makes the use become central. of the arts in building corporate marketing strategies. “This approach – explains Giuseppe Coco, researcher at Aur, Umbra Ricerche Agency – is the one that best favors the development of a whole series of packages of interventions capable of making a winery perceive: creative, innovative, whose goal is to aim accellenza but with particular attention to the social impact, to the improvement of relations with the territories and communities where it is located. Which therefore offers not only a product but something more: an experience that deeply touches those who is involved in it and that ends with
arouse positive sensations and feelings “.

Following this orientation, the wineries also succeed in the difficult mission of becoming more interesting places because they are capable of:
° focus on the value of uniqueness as an alternative to standardization;
° enhance the time lived slowly and opposed to the frenzy that generates stress;
° convey stories, in the awareness that saying without narrating ends up being a weak gesture;
° amplify the concept of rationality mediated by feelings and passions, which is a typical register of the whole culture.

“This approach – continues Coco – does not fail to enhance the individual wineries from an economic point of view, favoring: strengthening of the image and visibility; increase in prestige compared to competitors; increase in asset value”. Some virtuous examples already exist in our small reality, just think of the Torgiano Oil and Wine Museum, where the Lungarotti family has managed – through a wise use of history and art – to link its name to the winemaking tradition and olive oil to the long tradition of the territory.

The article is in Italian

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