L'Italo-Americano

THURSDAY, JUNE 9, 2016 www.italoamericano.org 16 L'Italo-Americano Going "Live" in the Vineyard with Two of Italy's Tech Savvy Wine Producers N e a r l y s i x y e a r s a g o I wrote that a new breed o f t e c h s a v v y I t a l i a n wine producers were on the rise. They recognized that a spectac- u l a r e r a i n t e c h n o l o g y w a s enabling artisan wine producers to communicate directly and immediately to consumers via the social Internet. U n f o r t u n a t e l y , t h e s o c i a l media efforts of some wine pro- ducers have in the interim de- evolved to consist only of end- JOEL MACK less selfies and photos of bottle labels. However, the good folks at wineries Pietro Beconcini Agricola and Bele Casel are among Italy's wine producers whom have risen smartly to the occasion by using social tech- n o l o g y t o m a k e b a r r i e r s betw een thems elves and the consumer ever more transpar- ent. V i a s o c i a l m e d i a a n d Internet, tech savvy Italian wine producers are becoming educa- tors, coaches, mentors and con- sumer partners in a conversa- tion about wine and food that Leonardo Beconcini, Winemaker for Pietro Beconcini Winery WINE NEWS TRENDS PROFILES reaches beyond geographical boundaries. They encourage us to understand their labor, the character of their land, their source of passion, local tradi- t i o n s , a n d h o w t h e i r w i n e i s born. At Pietro Beconcini Agricola in San Miniato, Eva Bellagamba and Leonardo Beconcini make wines that are decidedly Tuscan in spirit and taste. Through the intelligent application of social technology, the pair works hard to give fans and consumers a chance to come along with them into the vineyard. The indefati- gable couple shares via social media a thoughtful account of their work and life in ways that can often leave one feeling like a part of the family. On any given day, by 'following' Eva and Leo, say, on Facebook, one might have an opportunity to see a flowering of sangiovese, hear a lesson concerning the composition of vineyard soil, perhaps have a peek at an un- grafted tempranillo vine grow- ing in Tuscany or experience a vicarious walk in the vineyard a c c o m p a n i e d b y t h e c a t s . What's on for dinner? You can even check out the sizzle and smoke of an enviable bistecca hitting the grill as Eva and Leo share live video at chow time. Grape grower and winemaker Luca Ferraro of Bele Casel is a p r o d u c e r o f D O C G A s o l o Prosecco. Luca has been a tire- less communicator whose posts on social media and his website are, effectively, a diary of pro- ducer life in the Colli Asolani of I t a l y ' s V e n e t o . I n f o l l o w i n g Luca of Bele Casel, again, let's say, on Facebook, 'friends' have an opportunity to witness a fas- c i n a t i n g , s e a s o n a l c y c l e o f c h o r e s a n d g o i n g s - o n i n t h e vineyard. Using social media t o o l s a n d t e c h n i q u e s , L u c a shares with readers how he and his team tackle erosion control on the property or, through the use of video, how he handles a pair of pruning shears, with the same deftness as a cowboy han- d l e s a p i s t o l , t o p r u n e b a c k grapevines in the winter vine- yard. And it's not all wines and v i n e s , e i t h e r . F o r e x a m p l e , whether it is the rather touching occasion of chicks being born in the vineyard – a good sign of h e a l t h y b i o d i v e r s i t y – o r a n update on local vineyard weath- er conditions, Luca manages to capture and share a 360 degree view of his world with readers. Although Beconcini and Bele Casel wineries grow different grapes, make different wines, and operate in different parts of Italy, they are linked by a com- mon thread of sorts: both pro- ducers engage their social media followers with an inviting spirit, extending a "part of the family" kind of virtual hospitality, and are willing to share their human- ness and a bit of life with gen- uine transparency. The invita- tion to "join" them as they carry out their seasonal work as farm- ers and wine producers could be improved upon only, perhaps, by traveling to the wineries. But, beyond general interest and curiosity, there is a greater and deeper value in staying con- nected to wine producers like B e l l a g a m b a , B e c o n c i n i a n d Ferraro. Education has become, and continues to be, a corner- stone of appreciating and enjoy- ing the fine wines of Italy and elsewhere. Following the likes of Beconcini and Bele Casel on social media can be incredibly i n s t r u c t i v e i n t h i s r e g a r d , enabling consumers to gain a b e t t e r u n d e r s t a n d i n g o f t h e many steps and processes that comprise grape growing and w i n e p r o d u c t i o n . A n d t h a t knowledge can help illuminate and even determine what you, the consumer, are paying for at the wine shop. W h i l e P i e t r o B e c o n c i n i Agricola and Bele Casel set fine examples of consumer-engaged producers of Italian wines, I am happy to say that there are more like them. The new breed of Italy's tech savvy wine produc- ers is helping to shape markets and to create a more informed, independent, selective wine con- sumer capable of making better purchase decisions. Beconcini Chianti Riserva A traditional styled Chianti Riserva, smooth and expressive, w i t h r i c h f r u i t a n d v e l v e t y palate. Bele Casel Prosecco Extra Dry Crisp and bright, perfumed of pear, apple, and citrus-florals, a magnificent bottle of refreshing pleasure. Luca Ferraro, winemaker for Bele Casel Prosecco

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