Wine tourism: the case of Marchesi di Barolo by Duilio Cortassa

Duilio Cortassa 3. The winery: farm or industry? However, farming activity, like the wine production, is not necessarily carried out on an individual level, nor is it mainly carried out by the farmer's own labour, nor by that of the farmer's family. While the so-called family business, regulated by Article 230-bis of the Civil Code, certainly affects most Italian wineries, in 2021, important M&A transactions in the world of wine transformed the ranking of the leading domestic producers. The sales leadership in 2021 remains with the Cantine Riunite-GIV group, with sales of 635.2 million (+9.7% over 2020). In second place Italian Wine Brands (EUR 423.6 million), which climbs five positions after the acquisition of Enoitalia and the US-based Enovation Brands Inc. Completing the podium is the Botter/Mondodelvino (Clessidra) pole, up 19.3% on 2020 to 415 million. Followed by five other companies with revenues in excess of EUR 200 million: the Romagna cooperative Caviro, whose whose 2021 turnover of EUR 389.9 million grew by 7.7%, the Trentino-based Cavit (2021 turnover of 271 million euros, +29.2% compared to 2020), the Tuscan Antinori (265 million euros, +24.6% compared to 2020), the 2020), Veneto's Santa Margherita (220.6 million, +28.3%) and Piedmont's Fratelli Martini, which achieved a growth of 5.4% to 219.4 million euro. Regarding the largest increases in turnover in 2021, Tenute Piccini dominates the scene with a +61% over 2020 that places it ahead of the Lunelli Group (+57.6%), Terra Moretti (+47.6%), Serena Wines 1881 (+40.1%) to close with +32.7% for Villa Sandi5. A significant number of wineries, however, even large ones, have either not abandoned the farming enterprise form6, or have maintained, alongside the industrial structure, one or more farms that manage the grape production, leaving only the processing and distribution phase to the industry. There's no denying that undoubted fiscal advantages in farm management play an important role in the companies' choice; however, even the simple opportunity to communicate to the consumer that the wine he, or she, is buying comes from a farm, however large, and not from an industry is a non-secondary element. By the circumstance we indicated earlier, namely that the professional farmer (IAP) only is entitled to enter into an agrarian contract, the consequence follows that the mere productprocessing industry, the so-called 'bottlers', will not need to structure themselves as a professional farmer (IAP), whereas this can be an essential tool where all stages of production, from the work in the vineyard to winemaking and bottling, are carried out in the winery. 4. The legislative decree No 79 of 2011: tourism code Pursuant the code of State regulations on tourism rules and market, laid down in legislative decree No 79 of 23 May 2011, pursuant to Article 14 of Law no. 246 of 28 November 2005 and implementing Directive 2008/122/EC on timeshare contracts, long-term holiday product contracts, resale and exchange contracts, the central Government can legislate on tourism matters only to enhance, develop and make more competitive, both domestically and internationally, the tourism sector as a fundamental resource of the country and to reorganisation the national tourism supply. The bill constitutes a comprehensive reform of tourism legislation and, among others, repeals the Act No 135 of 29 March 2001, Reform of national tourism legislation. 5 Mediobanca, Il settore vinicolo in Italia, May, 2022. 6 T Me rarrecMh eosrieFt trieDs ci sotbr iabl duiz isooncei eSt.àr . la. gcroinc ot rloa l sS .ar . nl . uumn ibpeerros of na garl ei c; uCl tauvri ta lacnodmCpaavniireos .a r e c o o p e r a t i v e s m a d e o f f a r m e r s ;

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