A turning point in the Cembra Valley. All wine producers unite for a single voice and a new strategic vision.

The association is strengthened by the entry of the winemaking world, expanding its objectives and scope beyond the Müller Thurgau: Mountain Wine event to make a decisive contribution to all the region's wine events : Baiti en festa, Caneve en festa, and DoloViniMiti, the vertical wine festival. And that's not all. The goal is even more ambitious: to create a true "think tank" to synergistically address all the strategic issues surrounding the promotion of Cembran wine and the promotion of the region , recognizing how deeply intertwined these two souls are, and must remain, these two souls.

A shared vision, therefore, that encompasses the identification of the most representative wines and the target markets, from defining communication methods to winemaking choices in terms of style, quality, and identity, all the way up to the hospitality provided by the company.

Leading the group is Nicola Zanotelli of Zanotelli Wines as president , supported by Mattia Clementi of Man Spumanti as vice president , and a board of directors composed of Ezio Dallagiacoma of Cembra Cantina di Montagna, Mario Esposito of Corvée, Federico Paolazzi of Pietra di Confine, Martino Paolazzi of Distilleria Paolazzi, Sabina Pellegrini of Villa Corniole, Lorena Serafini of Tenuta Novei, Simone Tiefenthaler of the newly founded Cantina Tiefenthaler, supported by Vera Rossi , representing the Tourist Association of which she is president, and Michael Nicolodi , representing the Municipality of Cembra, of which he is a councilor.

" A completely new approach ," explains President Nicola Zanotelli , " that is already bearing interesting fruit. It's not a given that all the producers in a given area gather around a table to share ideas, visions, and ambitions, but we are all aware of how much this approach can truly make a difference right now. Our shared goal is to showcase our wonderful region and convey how much it is at the forefront of every glass of our wine. I believe that the great enthusiasm we're seeing in this project, also fueled by the emergence of so many young-led wineries in recent years, can become a real driver of change that will benefit everyone, even beyond our specific sector ."

" A true ferment that must be cultivated and supported with appropriate tools ," adds Vera Rossi, President of the Val di Cembra Tourist Association . "This is why we felt it was essential to support its creation and management by structuring ourselves professionally, bringing together specific skills in a team that will work for both the Tourist Association and the new Committee. Our goal is to make a decisive step forward in terms of promotion, while simultaneously aligning our messaging and communication style, in full collaboration and synergy with Val di Fiemme, our local partner. Wine, which we consider the primary driver of tourism promotion, must therefore not be an end in itself but a means to showcase the other aspects of our offering, from hospitality to dining, from the outdoors to culture/traditions, representing the entire tourism sector ."

There are several priority areas for intervention . These include promoting the uniqueness of the Cembra terroir , both internally and externally. This includes identifying a signature wine that can express a shared and recognizable territorial identity on the market, and wine zoning , in collaboration with the Mach Foundation, to guide farmers' future production choices. This also includes developing distinctive hospitality, taking advantage of the rural huts scattered among the mountain vineyards , which could represent a real added value and an interesting tourist attraction. The valley and its unique characteristics must also be better known and promoted, including through signage highlighting the accolades it has received over the years: Historic Rural Landscape of Italy, the art of dry stone wall construction, a UNESCO Intangible Cultural Heritage site, and a heroic viticulture area, to name a few. And then , strengthening coordination between wine events and the Dolo-Vini-Miti format, which, as a vertical wine festival, has all the makings of a landmark event on the local, provincial, and national scene, fully showcasing the valley's wine offerings and the theme of verticality as a distinctive element. Finally, efforts will need to be made to enhance the restaurant offerings, which are essential for completing the tourist experience but are still lacking in the valley, and to develop complementary services for enjoying the area, focusing on the authenticity of the place and its people, including through widespread hospitality experiences.