The Role of Wine Events in Sustainability of Wine Sector

The paper aims to focus on the role of 'Wine Events' as a strategy of sustainable communication with consumers and wine tourists, on the one hand, and as a tool for the sustainability of local production, on the other. The organization of an Event always deals with sustainability in a broad sense. But in the case of Wine Events, this affects with a great number of environmental, economic, political and social concerns relating to the nature of actual agricultural systems, conservation of rural landscapes, maintainability of rural lifestyles and communities and to the interest over food quality and safety. Having identified the main trends of wine tourism, the paper refers about literature on festivals and events, considering first a general point of view and then focusing on wine sector literature. The literature study allows us to suggest some future lines of research which deals with the necessity of deepening comparisons between different cultures in making festivals and the importance of analyzing local events by means of case studies using the network stakeholders approach.