The fourth edition of Rosso Morellino has come to an end, where the next objectives have been defined: it will be a question of consolidating and affirming the positioning in the Ho.re.ca distribution channel. as a premium denomination, through increasingly expressive quality wines from the territory, and the promotion of the region as a tourist destination.
They dodge: It was a successful edition for Rosso Morellino, the event organized by the Consorzio di Tutela on May 9 to celebrate Il Morellino di Scansano Docg and take stock of the future projects and strategies of the denomination.
Deserving of the teamwork between the Consortium and its producers, who are increasingly enthusiastic and aware of having an additional card to play in the promotion of this great Tuscan Sangiovese: the richness of a virgin territory, which goes from the Tyrrhenian to Mount Amiata, rich in history, art and many points of interest.
Ideally, it was this band from Maremma that was the protagonist of the fourth edition of the event, which took place in Scansano, between the Castagnoli Theater and the old elementary schools, with the participation of more than forty producers.
Rosso Morellino was attended by many operators, enthusiasts and press delegates, who throughout the day took part in the three events scheduled in the program: the conference “Morellino di Scansano: new scenarios to discover the uniqueness of the territory” , the two masterclasses led by Filippo Bartolotta (“From the volcano to the sea: wine tour in the lands of Morellino through the history of six producers” and “From the volcano to the sea: wine tour in the lands of Morellino, of the Etruscans to the present day”) and the large large tasting counter with more than 80 labels.
In recent years, Morellino di Scansano has not suffered a drop in consumption, exploiting its excellent positioning in traditional distribution channels and the push for innovative direct sales channels, it has shown considerable dynamism, registering demand higher than the offer.
In fact, Morellino di Scansano is increasingly at the center of consumer choices in Italy and abroad, and the figures of recent years speak of a change of pace and growing interest in the territory of the denomination. The data shows that 9.2 million bottles with the DOCG band were produced in 2021, with an increase of 7% compared to 2019, for a turnover of 51 million euros, of which 20% share at export.
During the conference, moderated by Lorenzo Tersi (LT Wine & Food Advisory), the next objectives that the denomination intends to achieve were defined, through investments and initiatives both in production and promotion, having always beauty, beauty as a common denominator. the uniqueness and richness of the Tuscan Maremma.
“Morellino di Scansano – Bernardo Guicciardini Calamai, president of the Consortium explained during his speech – has what it takes to play a leading role in the Italian wine scene in the years to come. Despite the pandemic crisis, we recorded a good economic performance thanks to a strategic positioning in the mass distribution circuit which enabled us to follow a trajectory of progressive and constant growth. Today we are working to strengthen and consolidate our positioning also in the Ho.re.Ca channel. in Italy and abroad, with wines increasingly characterized by the particular nuances of this extraordinary territory”.
Rosso Morellino was presented with the collaboration agreement with the University of Pisa. The study, which will be carried out by professors Claudio D’Onofrio, Fabio Mencarelli and researcher Giovanni Caruso from the Department of Agricultural, Food and Agro-Environmental Sciences of the Faculty of Agriculture, will focus on the pedoclimatic characteristics of the area and on The interaction between Sangiovese and the productive contexts of the appellation that give life to the unique aromatic profile of Morellino di Scansano. The objective is to translate it into precision viticulture practices, capable of increasingly valuing this heritage of typicity in the production of grapes and making them perceive their specific territorial nuances in the different interpretations of Sangiovese di Maremma.
“We are a strong and coherent denomination – concluded the president – motivated to produce a Morellino di Scansano of great quality and personality, an expression of that unique territory that we have the duty to preserve with a sustainable agricultural policy from a point of view. environmentally and socially and cheaply. That’s why we also embarked on the process of denomination-wide sustainability certification through the Equalitas project.”
Respecting and safeguarding an intact and magnificent landscape has been the basis of the actions with which the territory of Morellino di Scansano is promoted as a quality wine tourism destination. In recent years, the Consortium has acted as a director assisted by local actors to build a competitive proposal, on a human scale increasingly linked to the productive identity, history and nature of this region of the Tuscany.
“For us, Morellino is an excellence of Maremma – said the director Alessio Durazzi, in Rosso Morellino – which must become a strategic lever to attract attention to the territory as a tourist destination. We have decided to enhance its richness with a very specific program, which increasingly aims to enhance its distinctive values with precise field choices capable of giving added value to an experience. The aim is to become one of the most interesting destinations and to develop the economy and well-being at any time of the year”.
Morellino di Scansano was among the first denominations to promote the conviviality of the territory in a sustainable way, thanks to the Morellino Green project, which made it one of the first “EV friendly” DOCGs in Italy. Soon, this possibility will also be extended to owners of electric bicycles, with the installation of specific charging stations that will increase the possibilities of exploring this uncontaminated territory.
Another initiative carried out is the Visitmorellino.com portal, which helps the visitor to build a personalized route among the many gastronomic, natural and landscape excellences of the region. In the coming days, the VisitMorellino app will also be officially available on all digital stores, with information and photos of the appellation area, the addresses of the wineries and the calendar of their initiatives. And then again the points of interest, the itineraries and the interactive map that will allow the tourist to build an even more tailor-made experience. Finally, in his speech, the director Alessio Durazzi announced that the implementation of VisitMorellino will soon be online, with a graphic restyling and an update of content and structure.