Interview with EDUARD BERNHART, Director of the Alto Adige Wine Consortium
Taking Alto Adige Wines To The World
Eduard Bernhart has been Director of the Alto Adige Wine Consortium since 2018 and in that time he has put numerous new initiatives in place. He was born in Alto Adige in 1984 and grew up on a farm in Val Venosta where he still grows grapes and small fruits. He has a degree in Agricultural Sciences and Technology from the University of Natural Resources and Life Sciences (BOKU) in Vienna and extensive experience in the food industry; he’s also a certified sommelier.
Alto Adige is a small wine region but over the past few years it has experienced a surge in popularity and respect thanks to the exceptional quality of wines produced here. As a representative of the Alto Adige Wine Consortium, how do you explain this success?
Despite being so small, our region boasts a remarkable diversity of microclimates and soils that are ideal for viticulture – wine has been made here for over 2,500 years. Here vines can enjoy sunny slopes, soils with good drainage and an Alpine-Mediterranean climate with good day to night temperature changes that foster optimal grape ripening. The result is wines that are characterised by freshness and an authentic personality. Thanks to Alto Adige’s great variety of terroirs and climates we can grow a vast range of both indigenous and international grape varieties and our winemakers ensure that each variety is grown in its most suitable area. Our producers are committed to quality over quantity and grapes are harvested by hand with meticulous care to preserve their intrinsic characteristics. Although we are a region of contrasts, there is great harmony and a strong emphasis on teamwork, everyone working towards the shared goals that are also promoted by our Consortium. These elements have contributed to the worldwide recognition and appreciation of wines from Alto Adige. We are proud to represent a region that continues to innovate and grow while staying deeply attached to its winemaking traditions.
What initiatives are currently in place to promote Alto Adige wines in Italy and other countries? Which are your main markets?
Despite representing less than 1% of Italy’s total wine production, we are highly active in all of our target markets. We strive to establish the presence of Alto Adige wines through marketing and communication strategies that are tailored specifically for each country. We also participate in major international trade fairs such as Prowein, Vinitaly and Wine Paris and we organize various training and public relations activities including seminars, masterclasses and visits aimed at Italian and foreign journalists, social media influencers and industry professionals. Our local and domestic markets are of course of paramount importance and key export markets include Germany, the USA, Switzerland, Japan, Canada, Belgium, Sweden, the United Kingdom and South Korea. In some countries, such as South Korea and Canada, we also organize large-scale tastings where wine producers from Alto Adige are present to meet importers and make new contacts. We invest in regular media campaigns and in recent years we have started to sponsor events in fields outside of the wine sector, such as during Italy’s Salone del Mobile (the international furniture fair held in Milan each April) in order to reach a wider audience. All of these activities are aimed at increasing the global visibility of our wines.
How does the Consortium intend to strengthen the connection between wine and the outstanding landscape of the Dolomites, a Unesco World Heritage site, where Alto Adige’s vineyards are mostly located.
We are constantly working to strengthen the bond between Alto Adige wines and the very special area where they’re made. The mountains of the Dolomites and the Alps surrounding our vineyards create a unique environment where winemakers have always been extremely committed to enhancing the interaction between nature and viticulture. Sustainability, a much-discussed topic, is deeply rooted in our approach and our vineyards are integrated into the landscape and the local environment. Our vines are in fact a major aspect of Alto Adige panoramas which we are helping to preserve and which, alongside our wine excellence, is a major tourist attraction.
How are the actors in the fields of wine and of tourism in Alto Adige working together to develop wine tourism in your region?
There’s a strong sense of teamwork among the various stakeholders in our industry. This collaboration allows us to develop a highly interesting and diverse wine tourism experience that caters to our guests’ expectations or even exceeds them. A prime example is the combination of fine dining and Alto Adige wines which is a key focus for us: each year restaurants that excel in their ability to pair, select and serve our wines, receive the Alto Adige Wine Culture Award, established by our Consortium and these restaurants become recommended stops on various suggested itineraries conceived for visitors exploring our region. Since 2020, we have also been awarding alpine huts that demonstrate exceptional commitment to promoting the Alto Adige wine culture. Alto Adige wines even benefit from complimentary transportation thanks to our partnership with the SkyAlps airline.
Have you ever promoted market segmentation strategies or the specific targeting of customer groups interested in wine tourism and visiting estates in Alto Adige?
We haven’t implemented a formal segmentation strategy for wine tourism yet. However, the diversity of our wine producers – which range from small family-run farms known as masos, to design-oriented wineries and wine resorts – naturally attracts a wide range of tourists. Having said that, for several years now, our Consortium has been organizing training programs for different categories of tourism professionals such as ski instructors and cycling guides. The aim of these programs is to enhance the local wine culture and encourage these professionals to share their knowledge of the Alto Adige wine scene with the visitors they work with.
Can you tell us the dates of some wine festivals or other food and wine events that the Consortium is organising for the coming months?
We have a busy calendar of events, and while many are aimed at industry professionals, others cater to wine lovers and enthusiasts. Autumn is a particularly busy season for food and wine events throughout Alto Adige and we always aim to promote them through the Consortium’s official communication channels. We are already working on the next Wine Summit, scheduled for 4-6 September 2025. Aimed at wine professionals and journalists both Italian and from around the world, it’s the largest wine event in Alto Adige, and is organized every two years by the Alto Adige Wine Consortium and IDM Alto Adige.
Finally, what is your vision of the way forward for the growth and development of wine tourism in Alto Adige?
We must continue moving towards a high-quality wine tourism model that enhances our wines, gastronomy, territory and local culture. By attracting visitors from all over the world and offering them authentic and immersive experiences tailored to their individual needs and interests, I have no doubt that we can enrich their stay in Alto Adige and contribute to promoting the heritage of our beautiful region as a whole.
