FROM THE VINEYARD TO THE CITY: EVEN IN ITALY GRAPEVINES HAVE BECOME AN ORNAMENTAL PLANT AND A DIRECT MARKETING TOOL IN URBAN CENTERS. COMMENTS BY VALENTINO VALENTINI, PRESIDENT OF CITTA DEL VINO

The grapevine, a symbol of the Mediterranean landscape, has now moved from the vineyards to urban centers, beautifying towns and cities.
The idea was that of Torrecuso (Benevento) Mayor, Francesco De Nigris, who has launched the project “Landscapes of Vitae”, and was immediately supported by another twenty municipalities throughout Italy.
The concept is that of improving urban centers by using local plants.
“The municipalities that do not have the vocation of wine production can still fill the city with their most traditional plants of the territory, as in the case of Palmariggi, which produces pomegranates. The city of Brescia, which is at the gates of Franciacorta, will plant grapevines in a roundabout, just as in Rionero in Vulture, which has involved the winemaking companies of the area to plant median strips and roundabouts in the center of town”.

This is a model, used even as an immediate and direct territorial marketing tool, which has already been used for years now in the most important winemaking areas of France, like Bordeaux, Bourgogne and Champagne. “The goal is the same” – continued Valentino Valentini, President of Città del Vino (City of Wine) – “In Montefalco, for example, grapevines that are grown in private gardens are often adopted by winemaking companies. It must also be said that, thanks to the fact that these old vineyards are found in town, they have been safe from diseases. In this way, true tourist itineraries are also created. Rather than going to the country, one can stroll through towns and find vineyards, often truly ancient and which can be considered open-air museum artifacts”.

The 20 “Vitae Landscapes” Cities

Brescia, Torrecuso (Bn), Adrano (Ct), Montefalco (Pg), Marsala (Tp), Latiano (Br), Palmariggi (Le), Serrone (Fr), Piglio (Fr), Melissa (Kr), Civita (Cs), Peschiera sul Garda (Vr), Conegliano (Tv), Rrionero in Vulture (Pz), San Gimignano (Si), San Marco dei Cavoti (Bn), Cicerale (Sa).