Asolo Montello presents 'Enoteca Diffusa', a project that highlights the winery's two "souls": production and tourism.

The Asolo Montello region seeks to unite through wine. This alliance is the basis for the Enoteca Diffusa – Asolo Montello Wine Experience Network project , promoted by the Consorzio Tutela Vini Asolo Montello with the support of the Treviso-Belluno Chamber of Commerce. The project aims to transform the area's food, wine, landscape, and cultural attractions into a driving force for the promotion and protection of Asolo Prosecco Superiore DOCG, Montello DOCG, and Montello Asolo DOC wines.

At the heart of the project is an innovative Enoteca Diffusa model, inspired by the paradigm of the albergo diffuso (diffused hotel) and adapted for wine tourism and digital purposes. Not a new physical structure, but a network capable of connecting wineries first and foremost. Asolo Montello Wine Experience introduces the concept of itinerant tastings, allowing visitors to roam the area to discover wines and its many attractions . To achieve this, it is essential to promote the enjoyment of the area by networking restaurants, wine shops, accommodations, tourism and cultural operators, local authorities, and local businesses, creating a coordinated system of experiences, services, and information. " I have always believed in teamwork to support the development of a region. By creating culture and consumer awareness, we stimulate grassroots demand. This is the primary tool for protection. Those who know the wine in their area will make an informed purchase, be willing to recognize a greater economic value, and become ambassadors at no cost." To our will is added an additional instrument, the European Regulation 2024/1143, which identifies the Wine Protection Consortia as the coordinating body for wine tourism development.>> States Michele Noal , president of the Asolo Montello Wine Protection Consortium.

Dario Bond , Councillor for Agriculture of the Veneto Region, speaking at the press conference launching the project, declared: " The Enoteca Diffusa is a wonderful initiative that, as a Region, we gladly welcome, because it moves in the direction of a wine tourism capable of valorizing companies and territories together. Among other things, I will soon present the regional law on wine tourism. The Enoteca Diffusa, however, must be able to grow freely, with the contribution of national and regional institutions, without being caged by an overly prescriptive regulation ." "In wine tourism," Bond further emphasizes , "the farms and territories must be the protagonists first and foremost, combining wine with food, culture, landscape and the environment. This is the wealth that the Veneto can bring to the table and that we must know how to narrate and valorize. Farms, however, are now also called upon to deal with a new emergency: that of water. Drought is a serious problem, which we cannot consider occasional and which will continue to pose challenges. We must therefore encourage companies to immediately become aware of this and prepare to address it. On this front, too, the Region can and must support them, providing tools and support .

"The project is open and free to all local stakeholders who register. Two key elements will be the creation of a digital information platform and training for local operators and staff to ensure everyone has a shared voice: a few concepts, but common to all stakeholders. The themes will be Emotional Communication and Digital Marketing, which is increasingly important. A common "welcome code" will thus be introduced, with the aim of making Asolo Montello—and the businesses associated with it—a truly internationally recognizable brand, " states Tiziano Casanova , strategic consultant for the Asolo Montello Wine Experience Network. "The Enoteca Diffusa project envisions the involvement of a large number of stakeholders, with the potential for gradual expansion of the network, starting with the 475 members of the Consortium, and will involve all stakeholders in the 18 municipalities of the denominations." The project's economic and tourism impact will be monitored through specific performance indicators, including increased winery visits, increased bookings for wine tourism experiences, digital traffic generated by the local platform, event participation, and analysis of tourist flows.

The snapshot of the area in data, carried out by Cgia di Mestre , tells of a region in full evolution: in 2025, the Asolo and Monte Grappa areas exceeded pre-pandemic levels for the first time since 2019 , recording a 17.2% increase in arrivals and a 21.6% increase in overnight stays compared to 2024, with an average stay of over 2.8 nights and an overall economic impact estimated at over 42.5 million euros . Broadening the view to the 24 municipalities of the Monte Grappa UNESCO MAB Biosphere Reserve, arrivals exceeded 226,500 and overnight stays nearly 550,000 , up 10.3% and 12.5% respectively.

"With 'Enoteca Diffusa' we want to transform an already highly attractive area into an organized destination , capable of speaking with a common voice and offering visitors a simpler, more complete, and more authentic experience ," concludes Michele Noal , President of the Asolo Montello Wine Protection Consortium. "Our area is a crossroads of excellence: from Palladio's architecture and sculpture, to iconic places like Asolo and the sites of the Great War on Montello, to the local food and wine products, such as our Asolo Prosecco Superiore DOCG. The potential is already inherent in our territories; now it's up to us to make it blossom ."

The network thus aims to strengthen the area's competitiveness, increase visitor retention, generate new economic opportunities for businesses, and promote the excellence of Asolo Montello in an integrated manner.