“ONLY WINE PRODUCERS HAVE PERMEATED A PRODUCT WITH TRADITIONAL AND HISTORICAL VALUE.” THE CONVICTIONS OF ART CRITIC, PHILIPPE DAVERIO. AND FOR THE INTELLECTUAL, GIOVANNI CUTOLO: “WINE IS EQUIVALENT TO CULTURAL HERITAGE”

“With their capacity to connect daily life and historical-cultural patrimony, wine producers have been able to conciliate history and products, creativity and merchandise, imagining what may come with what is founded in the past”. These are the convictions of art critic, Philippe Daverio, who recently participated in Vinitaly’s round table discussion, “Wine & Design. The flavor of the project: design, taste, and good taste. The diffusion of beauty to render plausible the promise of happiness that we all need to believe in”. According to Daverio, “the capacity of Italian wine entrepreneurs has been to know how to impose not only qualitative excellence - that can be recreated in other parts of the world - but, above all, a space-temporal uniqueness, impossible to produce anywhere else. Italian wine is, in fact, the only merchandise that is a result of total creativity, that is an articulated project capable of completely including even the landscapes around the vineyards themselves. 50 years ago the per capita consumption of wine was 240 liters, today it is barely 40, but yet wine’s real success is today. For what reason? Because the wine world knew how to fill the bottle with other contents, above all, culture”.
Giovanni Tutolo, the “virtuous hedonist”, writer, intellectual and critic, went even further by stating: “to the contrary of all other goods, wine is an offer that stimulates the demand, and not vice versa…Because it is the only merchandise capable of offering a vision of the world, being appropriated by the cultural dimension, to the point that it has become an irreplaceable element of its most profound nature”.