event11 November nest_clock_farsight_analog02:00pm-02:50pm pin_drop Hall #3 language Italian

Is wine still culture? Contemporary expressions, landscapes, and new audiences

For decades, wine has defined itself as “culture,” but today this claim is no longer enough to ensure its appeal and relevance, especially in the face of consumers and travelers with new sensibilities and ways of expressing themselves. When and how does wine truly become a cultural phenomenon capable of generating value for local communities and engaging contemporary audiences?

The panel explores this evolution from three complementary perspectives:

ART AS A KEY TO INTERPRETING THE LANDSCAPE: the findings of the University of Verona’s permanent observatory, MetodoContemporaneo, dedicated to the dialogue between the visual arts and the wine-growing landscape, where wineries become cultural hubs and key players in a widespread culture of patronage.
ROOTS AND IDENTITY—TANGIBLE AND INTANGIBLE: the experience of the European cultural route of the vine and wine, “Iter Vitis,” which combines historical heritage, the preservation of rural landscapes, and sustainable, transnational wine tourism practices.
THE CHALLENGE OF CONTEMPORARY MEANING: a critical reflection initiated by Wine Meridian, which challenges the industry to move beyond communication stereotypes and self-referentiality in order to reconnect with the values, concerns, and questions of today’s consumers. Shifting the focus to building a collective sense of meaning around wine.

Moderator: Mauro Carbone, president of the Enoteca Regionale del Barbaresco.

A strategic yet pragmatic discussion that will engage destination managers, wineries, hotels, and wine tourism operators, with the aim of understanding how the interplay between contemporary storytelling, heritage, and art can restore wine’s role as an authentic cultural connector