Discover the 2021 Benvenuto Brunello Preview: Exploring the Finest New Releases and the Enchanting Landscape of Montalcino
The Consortium of Brunello di Montalcino is fast-forwarding the much-anticipated Benvenuto Brunello experience to November this year. This exclusive showcase will present the remarkable 2017 Brunello and the highly-regarded 2016 Riserva vintages. Traditionally held in February, this year's edition will commence on November 19th at the historic Complesso Monumentale di Sant'Agostino, continuing until November 28th. Attendees will be treated to a unique opportunity to taste and discover the region’s latest wine treasures.
What Prompted the Early Launch of Benvenuto Brunello This Year?
The Consortium’s proactive move comes as part of a strategic re-thinking of the 'Anteprime di Toscana'—the Tuscan Previews initiative.
By lifting the previous restriction that prevented wineries from officially showcasing their new vintages before their commercial release, the Consortium is now providing a distinct advantage to global importers, distributors, and wine professionals.
“We have long advocated for making the debut of our new vintages more impactful for the international market,” noted Fabrizio Bindocci, President of the Consorzio del Vino Brunello di Montalcino.
“The international market is crucial for us, representing about €1 billion in exports. Over more than a decade, the Tuscan Previews have illuminated the immense heritage of our wine region. Yet, with the industry evolving rapidly, bold innovation is our path to reach the ambitious promotional goals our member wineries expect,” Bindocci explained.
Inside Benvenuto Brunello 2021: A Curated Experience for Wine Enthusiasts
The 2021 event is strictly invitation-only, ensuring an exclusive atmosphere. The opening two days, November 19th and 20th, are reserved for leading national and international media.
Subsequent days will feature dedicated sessions for sommeliers, digital influencers, hospitality professionals, and passionate wine lovers, fostering a vibrant exchange of knowledge and appreciation.
A Look Back: Highlights from the Most Recent Benvenuto Brunello
This November gathering follows closely after the spring edition, which was held just months prior in March. The last event brought together nearly 650 participants and saw an impressive 1,500 bottles opened and shared among attendees.
The 2016 vintage of Brunello di Montalcino earned the coveted 5-star rating—a recognition presented by Olympic champion Federica Pellegrini, matching the previous year’s acclaim.
Brunello di Montalcino’s Meteoric Rise: 44% Global Growth in 2021
The momentum for Brunello di Montalcino continues on the world stage. During the first nine months of 2021, exports soared by 44% compared to the previous year, marking the most impressive surge since 2012.
The 2020 vintage reached a milestone with 9 million bottles produced—a 12.2% boost over 2019—propelled by the consecutive 5-star vintages of 2015 and 2016.
Almost 70% of all Brunello bottles find their way abroad, with Europe, the USA, Canada, and Japan ranking as top destinations for these prestigious wines.
Even Rosso di Montalcino, boasting over 3 million bottles in production, showed positive momentum with a production increase of over 10% in 2020’s first three quarters.
2021: Assessing the Success of Montalcino’s Winemaking Enterprises
Despite recent global challenges, the consistent demand for Brunello di Montalcino—with an export average of 65%—has enabled local wineries to see their added value grow from 39% to 42% between 2006 and 2019. Meanwhile, Italy’s national average rose by less than 19% over the same period.
Montalcino’s wineries also strengthened their financial position, with net worth increasing from 37% to an impressive 63%, while financial liabilities dropped from 45% to 23.4%.
These insights were revealed in Banco BPM’s comprehensive report on the fiscal health of Montalcino’s wine producers, published in September.
Montalcino’s Green Revolution: The Rise of Organic Vineyards
The enduring popularity of Brunello di Montalcino is due in part to a steadfast commitment to organic and sustainable viticulture. Today, nearly half of all vineyards in the region are certified organic, reflecting a major shift toward environmentally conscious winemaking.
This progress is formally documented by the Consorzio del Vino Brunello di Montalcino’s May 2021 report, which draws on extensive data from certification authorities.
The adoption of eco-friendly practices is accelerating: 106 out of 257 local wineries are officially transitioning to organic methods—over 40% of producers are embracing a greener future.
Montalcino’s vineyards occupy only 15% of the rural landscape, which is dominated by extraordinary biodiversity. Forests cover about 50% of the land, with olive groves accounting for 10%, and significant areas devoted to pasture, arable farming, and other crops. This blend of agricultural traditions enhances both the land’s beauty and its ecological balance.
Wine Tourism in Montalcino: Navigating the Impact of the Pandemic
The region’s environmental stewardship is matched by its appeal to visitors from around the globe. From 2009 to 2019, international arrivals in Montalcino surged by 132%, a testament to the area’s irresistible allure, according to data from the Tuscany Region.
Tourism has become a cornerstone of the local economy, with one in every 25 residents now involved in hospitality—be it through boutique hotels, agriturismi, wine resorts, restaurants, or artisanal businesses catering to the influx of wine travelers.
As Montalcino readies itself for a post-pandemic resurgence, the region looks to recapture growth after two challenging years of restrictions.
Between 2009 and 2019, international visitors flocked to the area, led by guests from the United States (+178%), Germany (+213%), and Brazil, which saw a staggering 910% increase—surpassing 10,000 Brazilian visits in that period.
While wine remains the main draw, Montalcino also seduces guests with an array of culinary delights: saffron, honey, extra-virgin olive oil, artisan cheeses, and the seasonal truffles of the Crete Senesi. Together, these experiences deepen the region’s cultural and gastronomic offer.
Ready to Experience Montalcino Firsthand?
Montalcino’s wineries and tourism services are once again ready to welcome visitors. With demand expected to surge for the 2022 season, early planning is strongly advised. Start organizing your unforgettable journey independently, or reach out to a local travel expert for a tailor-made wine and food adventure in the heart of Tuscany.
