Urban Wine Tourism gives definition to an emerging market that, for years, has been “hidden in plain sight” in our cities.
Travellers, curious minds and wine lovers move through urban destinations eager to discover wine, meet its producers and better understand what is in their glass. And yet, they often struggle to find what they are looking for. Cities offer countless places to drink and socialise, but very few spaces genuinely designed to help people discover and understand wine.
In cities, wine is everywhere. Discovering it is a different story.
This simple observation is where Urban Wine Tourism begins.
To respond to this need, Gaetano Lanza brings together more than thirty years of experience in hospitality, his work as an educator, and his studies in communication, human behaviour and neuroscience to create the Botlé® Experiential Bottega concept.
In Bologna, this vision became a real place, where the model was tested in the field for three years. Here, you learn without ever feeling like you are in a lesson. You taste wine blind, challenge your own perceptions, interact with digital tools and, through Virtual Reality, step inside the vineyards and wineries of the producers themselves.
Lanza also created Rewine®, a technology designed not to replace the people who tell the story of wine, but to help them engage audiences in a new way. The human connection remains central, while technology sparks curiosity, interaction and the desire to discover more.
IN THIS BOOK, YOU WILL DISCOVER:
- why Urban Wine Tourism is an emerging market that still remains largely unexplored;
- what more than 26,000 wine tastings have revealed about the way people discover wine;
- how to turn a wine tasting into an experience that can teach, entertain and “leave something behind”;
- how Botlé® and Rewine® turn this vision into a measurable and replicable model.
Not a theory developed behind a desk, but a real journey through people, innovation, technology, smiles and a genuine love of learning.