Christian Marchesini, president of the Consorzio per la Tutela dei Vini Valpolicella
The wine region of Valpolicella is continually gaining in popularity and respect for the high quality and excellence of wines produced here. As a representative of Consortium, how do you explain this success?
The success of Valpolicella wines lies in a balance between tradition and innovation. Our winemakers respect the heritage of the region — centuries of viticulture and a unique terroir — while embracing modern techniques and research to continuously improve quality. What makes us truly unique is Appassimento, the traditional drying process of the grapes, practised here for over a thousand years and today a candidate for UNESCO Intangible Cultural Heritage status. Amarone, Ripasso, Valpolicella Superiore, and the wines from the historic Classico area have become ambassadors of our land, with excellence recognized worldwide. The dedication of our producers and the strength of the Consortium’s quality-control system are key factors in maintaining this reputation.
Which actions are currently in place to promote Valpolicella wines in Italy and abroad? Where are your main markets?
The Consortium works on several fronts. In Italy, we promote awareness through tastings, training for professionals and communication campaigns to highlight the uniqueness of our wines. Abroad, we invest in strategic markets — such as the USA, Canada, Northern Europe and Asia — through masterclasses, participation in international fairs and partnerships with sommeliers and wine educators. Our aim is to strengthen both the image of Amarone as a world-class wine and the identity of the entire Valpolicella appellation.
Can you explain to us how the wine and tourism actors in Valpolicella interact for the development of wine tourism in your region?
Wine and tourism are deeply interconnected in Valpolicella. The wineries collaborate with local restaurants, hotels, cultural institutions, and tour operators to offer visitors integrated experiences. Guests can discover not only the wines but also the historical villas, landscapes and gastronomy of the region. The Consortium fosters this dialogue by supporting joint initiatives that showcase Valpolicella as a complete cultural and sensory destination.
Have you ever promoted market segmentation strategies or segmentation of customers who are interested in wine tourism and visiting estates in Valpolicella?
Yes, we recognize that different audiences have different needs. Some visitors are passionate wine collectors, others are younger travellers eager to discover the Italian lifestyle and many come for cultural and gastronomic tourism. Our communication and promotional strategies take these segments into account, offering tailored events, guided tastings and experiences. The goal is to make Valpolicella accessible and attractive to a wide spectrum of visitors, while maintaining the prestige of our wines.
What kind of gastronomic events and wine festivals is the Consortium organizing currently?
Our flagship event is Amarone Opera Prima, held every February in Verona, where producers present the new vintage of Amarone to international journalists, professionals, and wine lovers. In addition, we organize roadshows in Italy and abroad throughout the year, as well as collaborations with cultural and gastronomic festivals. Importantly, the Consortium has always supported and partnered with local and national initiatives in agreement with territorial institutions to ensure that the promotion of our wines is also a promotion of the region’s culture and identity. In autumn, Valpolicella also hosts initiatives celebrating harvest and local gastronomy, which combine tradition, territory, and conviviality.
Tell us what your vision is on strengthening wine tourism in Valpolicella.
My vision is to position Valpolicella as one of the leading destinations for wine tourism in Italy. This means investing in hospitality, creating sustainable tourism models, and offering authentic experiences that connect people with the land, its history and its people. Strengthening wine tourism is not only about selling more bottles — it is about creating long-term cultural value, enhancing the reputation of our wines and ensuring that visitors leave with an emotional bond to Valpolicella that they will carry home and share.
