Wine Culture and Oenotourism: An Underestimated Asset

Storytelling Repository

“Wine is one of the most civilized things in the world,” as
Hemingway liked to say.

Even though wine is a product of civilization, a true cultural product, it is unfortunately underappreciated as such. It’s a shame, because it opens the door to a veritable encyclopedia of knowledge: few fields encompass as much knowledge and expertise as those of vineyards and wine… It’s also a shame because it’s a treasure trove of amazing, unusual, and original stories—that famous storytelling that’s sure to captivate all wine tourism enthusiasts, wine lovers, epicureans, and the simply curious.

Source of differentiation

One of the measures to promotewine tourism presented by Hervé Novelli at the first National Wine Tourism Conference is to “encourage the promotion of each destination’s wine-related cultural heritage.” For one simple reason: it is through an understanding of its own culture, history, and heritage that each vineyard can find its pride and identity, define its DNA, and reveal and showcase its hidden charm.

Wine Tourism Workshop

Finally, by drawing on a deeper understanding of its wine-growing heritage, each vineyard can create authentic and original wine tourism products and experiences.

André Deyrieux, who founded the wine tourism web magazine
Winetourisminfrance.com back in 2005, has developed a method—the PVM method—to carry out this groundbreaking work of preserving, promoting, and marketing wine-related cultural heritage. It is already being used by numerous wineries and wine tourism destinations.