Musem: A New Sensory Wine Museum Opens in Tuscany

The Museo Sensoriale e Multimediale del Vino di Bolgheri recently opened its doors at Casone Ugolino, a historic estate from the 16th century owned by the Della Gherardesca family, situated in the medieval village of Castagneto Carducci in Livorno's Maremma. This museum, which started just two months ago, is part of the World Wine Town project, similar to one in Bordeaux. It covers 1,500 square meters across two floors and offers tastings of both old and new wines, along with a retail section boasting over 1,000 wine labels and expert sommeliers to guide visitors. Curated by enologist Attilio Scienza, it tells the story of winemaking from the Etruscans to the 19th century, with stunning designs by Oscar winner Dante Ferretti. Promoted by Franco Malenotti and Gaddo della Gherardesca, it has already attracted over 2,500 visitors, including many wine buyers from northern Europe. This venture aims to boost tourism by showcasing Italy's rich culture, food, and wine, especially targeting the growing middle class from developing countries.