Il paesaggio culturale delle nuove cantine

Over the past twenty years we have known the “construction” and success of wine landscapes and routes, particularly as a consequence of the power of this product fitting to become as icon and spy of the territorial identity. An important role is achieved also by the rural architecture, largely modernized with new functions, with buildings made in shapes and volumes different from the past, but often able to link up a cultural continuity with the traditional rural housing. In this context, an important place has the wineries, whose the primary function in the past lied almost exclusively in the production and storage of wine. Over the past ten years, many wine farms have commissioned the building of new wineries to famous architects who planned some structures in scenically characteristic shapes and able to be a distinctive element to the corporate image. This paper examines five case studies from Central Italy and underlines that the ar-chitectural and landscape quality of the places of production and sales becomes more and more strategic as regards the need of promotion, marketing and commercialization. With new wineries the companies buy a landmark that is a surplus fit to communicate the differentiation and the specificity of their brands.