Birra italiana: trent'anni di artigianale hanno creato un turismo brassicolo?
Two thirds of Italian breweries can be visited. Almost none of them can be found by a visitor who does not already know the name.
Our take
Three point one billion euros of wine tourism against four hundred and thirty million spent on beer out of home is not a story about beer being less interesting. It is a story about wine having spent forty years building routes, signs, maps and the habit of turning up.
The infrastructure for beer already exists and is sitting there unlinked. A brewery with a taproom is a destination. A hundred breweries with taprooms and no shared map are a hundred private clubs, each waiting for people who already know they are there.
This is the gap we are trying to close, and it is why the directory covers Europe rather than one country. A beer trail is only worth walking if it is allowed to cross a border.
The reporting is Cronache di Birra’s. The opinion above is ours, and we have not reproduced their article. Read it where it was published →