Open Cellars: special “weekend format” a success on the June 2nd long weekend in some regions, on the quest for #bevicosavedi

03/06/2015 Mastroberardino (Movimento Turismo Vino President): “The quality of supply and demand in the cellar is growing thanks to the increasingly professional approach”

Sea, mountains and cities of art, but also wine tourism: the June 2nd long weekend that also featured Open Cellars drew record success for the event promoted by Movimento Turismo del Vino, which extended over the weekend and in some regions over four days for the first time. Hundreds of thousands of wine lovers and those who love the countryside set out in search of relaxation and wine culture in over 730 wineries all over the country, with young people and families taking the lead. And if most of the events in Italy concluded on Sunday, May 31, Open Cellars is still on today until evening in Lombardy, Tuscany, Liguria, Calabria and Abruzzo. Among the sustainable initiatives and events that featured art, music, sport, solidarity and experiences in contact with nature, the MTV event confirmed itself as the most-loved wine tourism event in the country with significant Italian participation and growing attendance of German, Austrian, Slovenian, Japanese, American, and English tourists. A positive outcome made possible thanks to a winning formula that combines an integrated offer of events and the unique charm of Italian winemaking territories.

For Daniela Mastroberardino, President of Movimento Turismo del Vino, “Open Cellars and the wine tourism phenomenon in Italy are continually improving: today the supply and demand have a greater awareness and the same activities offered by cellars are more structured. This shows that a new form of rural tourism is being created, more professional, that accurately meets the increasingly aware demand on the part of wine lovers and, at the same time, progressively allows wineries to capitalize on different sources of income in addition to mere agricultural production. Today,” concludes President Mastroberardino, “there is therefore a basis to make this approach a symbol of multifunctionality in agriculture, with activities that range from tour packages to lunches and dinners with producers, from cultural itineraries to bike excursions, to photo and art exhibitions that turn wineries into real art galleries.”

And if Open Cellars returns in 2016, in the meantime the challenge among Igers continues with #bevicosavedi a contest that recounts Italian wine and Italian beauty in its landscapes, monuments, squares, vineyards and cellars. The photo contest on Instagram will end on July 22 and will award the top 5 photos during the Calice di Stelle event.




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