How does Cantine Aperte in Ticino fit into Ticinowine's communications strategy, and what are its main objectives?
«Cantine Aperte is one of the pillars of the communication strategy of Ticinowine, because it represents the moment when Ticino wine stops being just a story and becomes a direct experience. In its 2026–2029 strategy, Ticinowine is increasingly focusing on emotion, experientialism, authenticity, and relationships: Cantine Aperte perfectly embodies this approach, connecting the public with the faces, stories, and places behind every bottle. We have truly exceptional wineries, vineyards, and producers!
The main objectives are threefold: to bring the public closer to the wineries, creating a personal connection with the producers; to strengthen the image of Ticino wine as an expression of quality, passion, and terroir, a wine built on authentic, artisanal, and high-quality values; and to stimulate discovery, engaging both enthusiasts and those experiencing wine for the first time, both locals and tourists.
It's an event that has generated great enthusiasm for years, but above all it builds long-term value, increasingly positioning Ticino as a destination for wine tourism and food and wine enthusiasts. It's an event that attracts over 30,000 people, especially young people. Young people who are keenly interested in winery tours and experiences, direct contact, conviviality, and local experiences.
The 26th edition of Cantine Aperte in Ticino will take place over two weekends dedicated to Sottoceneri and Sopraceneri. What are the organizational and strategic reasons behind this choice?
"Exactly, May 16-17 in the Mendrisiotto and Lugano areas, while May 23-24 will be the turn of the wineries in Bellinzona, Locarno, and the Valleys. The choice of the two weekends was born from both organizational and strategic considerations, but above all to allow visitors and tourists to reach the more than 60 participating wineries easily and over several days.
This allows for a more relaxed experience for visitors and a higher quality of hospitality at the winery. But, above all, it is a choice that highlights the diverse souls of the Ticino wine region. Sottoceneri and Sopraceneri are more than just geographical areas: they represent complementary landscapes, styles, and identities. Dedicating two distinct moments to these regions means offering the public the time and space to truly discover the nuances of our canton, without rushing.
It's an invitation to experience Cantine Aperte not as a race, but as a journey. It's also a way to offer tourists two weekends dedicated to wine tourism. Thanks to the Ticino Ticket, those staying overnight in Ticino will have the opportunity to reach the wineries by public transport for free.
Cantine Aperte allows the public to enter the cellars and get to know the producers, vineyards, and wines up close. What are the main contents and messages the event intends to convey?
The central message is simple yet powerful: behind every Ticino wine lies a true story, people, and great quality. Cantine Aperte aims to showcase wine as a result of:
- passionate people,
- an often invisible artisanal work,
- a Ticino territory and nature that profoundly influences the character of the wines
The content isn't just tastings, but conversations, stories, and emotions. The public discovers how a wine is made, what it means to work in the vineyard, and the choices behind a style or label. It's an opportunity to convey values like authenticity, sustainability, respect for nature, and territorial pride, in a spontaneous and direct way.
More generally, why is this traditional event so important not only in promoting wine production but also in enhancing the value of the entire Ticino region?
Cantine Aperte goes far beyond wine. It's a comprehensive event showcasing the region, a journey through our food and wine culture and our winemaking heritage. Participants discover landscapes, villages, traditions, gastronomy, and hospitality. Wine becomes the key to an authentic Ticino, built on relationships, slowness, and quality of life.
It's an opportunity to discover the wineries, the people, but above all, the entire region, to discover villages, valleys, and vineyard-covered hills that aren't always on the usual routes. It's therefore an excuse to explore Ticino, even the lesser-known parts that have so much to offer, from a food and wine perspective to its landscapes and natural beauty!
This is why Cantine Aperte is so important:
- strengthens the link between wine and tourism,
- stimulates a widespread local economy,
- It helps position Ticino as a destination for experiences, not just products.
- It encourages overnight stays and contributes to Ticino's growth as an increasingly popular wine tourism destination year-round. Indeed, many people, discovering wineries during the event and the convivial nature of the experience (usually shared with friends), return for experiential activities throughout the year, with their friends, for a club outing, with their colleagues for teambuilding, and so on.
It is an event that combines culture, pleasure and identity, and which every year renews the pride of telling the story of our territory through what best represents it: the people and their wines."
