Conferenza sul Turismo in Distilleria ENG
Distillery Tourism – Challenges and Opportunities
Distillery Tourism – Challenges and Opportunities is the national conference dedicated to the role of hospitality as a lever for value, positioning, and development for distilleries and liqueur producers in Italy.
Organised by Distillo in collaboration with SIMEI and Unione Italiana Vini, it took place on 28 April 2026 at Cantine Astoria – Refrontolo (TV).
The conference brought together producers, hospitality professionals, tourism operators, and specialised press around a key question: what opportunities can distillery tourism generate today, and what skills, models, and visions are needed to turn it into a concrete resource?
The event was strengthened by the contribution of authoritative speakers, selected to provide experiences, data, and perspectives capable of raising the level of the discussion and offering useful insights for industry professionals.
Distillery Tourism: data, vision and system
From the Distillo–SIMEI conference, an opportunity for the development of the distillation and liqueur sector.
Refrontolo (TV) – Distillery tourism is no longer an ancillary activity, but a central strategic lever for the future of the Italian spirits sector. This emerged from the conference hosted at Astoria Wines, promoted by Distillo in collaboration with SIMEI and Unione Italiana Vini, which brought together producers, consortia, institutions, and industry operators in a structured discussion on opportunities, critical issues, and development models for hospitality in distilleries.
The opening remarks were delivered by Davide Terziotti (Distillo), who framed the topic starting from the general market context: «Italy starts from one of the lowest and most responsible alcohol consumption levels in Europe, but with a strong vocation for premium products. In this scenario, distillery hospitality represents a concrete opportunity for commercial outlet, higher margins, and direct control of the relationship with the consumer».
The reference framework was further developed by Fabio Ciarla, director of Corriere Vinicolo, who presented data on wine tourism, now a benchmark for the spirits sector. Globally, wine tourism generates just under 40 billion euros, with an average annual growth of around 13%; in Italy, in 2024, food and wine tourism reached almost 3 billion euros with 15 million visitors. «Wine tourism has now become a real revenue asset, but only 10% of foreign tourists currently visit a winery. This is where the major challenge lies, and the same applies to distilleries», Ciarla explained.
Filippo Polegato, Vice President of UIV and CEO of Astoria Wines, which hosted the event, brought the more mature experience of wineries: «Wine tourism serves to diversify and increase margins, but above all to build trust and credibility. It is where tastes and trends are anticipated and where new generations are engaged».
The core of the discussion focused on the cultural paradigm shift: «A visit is not a complimentary add-on: it is the most important product we sell», stated Alessandro Marzadro, President of Istituto di Tutela Grappa del Trentino, «Tourism creates relationships, memory, and awareness: today it is one of the few real tools against the structural decline in consumption».
Among the main strengths of the Italian model, authenticity emerged as a key factor.
Giulia Berta (Distillerie Berta) highlighted: «People do not fall in love only with a bottle, but with a story, a family, and an experience that stays with them over time. Creating circuits between distilleries and territories would be a victory not only for companies, but for the entire tourism system».
From the perspective of sensory experience, Bruno Pilzer (Distilleria Pilzer) emphasised the narrative value of distillation: «Distillation is magic: a solid becomes liquid, a scent becomes emotion. This is what truly fascinates those who enter a distillery».
The need to avoid standardised models was reiterated by Fabrizio Mazzetti (Antica Distilleria D’Altavilla): «There is no single format that works for everyone. Tourism must respect the identity, history, and audience of each distillery».
Davide Mansouri, President of the youth section of Assodistil, presenting the Distillato di Valori project, emphasised: «Distillery tourism enhances culture and territory, bringing people closer to the work and skills of the sector in continuity with the wine supply chain. An experience that makes Made in Italy visible and tells stories of families, cooperation, generational transitions, and choices of quality and sustainability along the entire supply chain.»
An example of best practice in networking was presented by Paolo Brunello (Distillerie Aperte / Distilleria Brunello):«Working as a system works. Bringing together different companies has made it possible to build a younger, more curious, and more aware audience». This concept was also highlighted by Sanzio Evangelisti (Mazzetti D’Altavilla): «The future is not about tending to one’s own garden, but about building networks among producers»
To close the loop of the experience, Francesco Smolari (Distilleria Nardini) provided an operational perspective: «The final tasting is the culmination of a journey through the storytelling of places, people, and history. When the visitor returns home and shares what they have experienced, they become our first true brand ambassador».
From an institutional standpoint, Michele Viscidi, representing the Consorzio Nazionale Grappa, stated: «Abroad we must first explain what grappa is, presenting it as a great Italian distillate of excellence. To do so, we need a system and institutional support».
The day concluded with the presentation of a certification for excellence in distillery hospitality, which will be awarded during Distillo/SIMEI.
«This meeting is a first step. We want to continue creating opportunities for concrete discussion and collaboration for the sector», stated Claudio Riva (Distillo).
«SIMEI aims to be not only a technological platform, but also a cultural one, where these visions can be transformed into real projects», added Monica Pedrazzini (SIMEI).
The journey will continue in the coming months with new events, starting with Distillo and SIMEI 2026 (17–20 November at Fiera Milano), confirming distillery tourism as one of the strategic pillars for the future of Italian spirits.
