Wine tourism between innovation and tradition: Loquis and Terra Costantino present the new podcast dedicated to the discovery of the Etna winery
An immersive experience among vineyards and ancient winemaking traditions, accompanied by innovative storytelling: thus was born the new podcast by Terra Costantino in collaboration with Loquis, Italy’s first travel podcast platform.
The initiative was officially presented today during an exclusive press tour at the historic Etna winery, in the presence of Fabio Costantino, owner of Terra Costantino, and Cristian Iovino, commercial director of Loquis, and Silvia Ghirelli, consultant and food and wine tourism expert, who stressed the importance of digital innovation in the sector and the added value that podcasts can offer visitors and wine enthusiasts.
“We have gladly invested in this important project, the tools of which certainly represent an opportunity for innovation in wine tourism”- stated Fabio Costantino. “In fact, we know what the risks of standardization are in this sector, and those who, like us, are attentive to making the winery experience more and more interesting and at the same time flexible and dynamic, well understand the importance of combining the authenticity of the welcome with the support of technology. Ours is a small winery, which relies heavily on the value of the human and relational component, and by virtue of this over time has structured an offer of visit and tasting routes calibrated to the different interests and levels of expectation of guests, proposing us as a privileged gateway to understanding the Etna of wine. But the desire to offer small, tailor-made itineraries also drives us to find solutions of this kind, which also allow transit travelers to make a quicker visit on their own and at the same time complete in terms of content, further diversifying the opportunities for access to knowledge of our work and our wines.”
According to the latest data, the sector grew by 7-10% in the last year, with more than 16.5 million visitors to Italian wineries, and in 2025 a further 9% increase is estimated, confirming how wine tourism is an increasingly strategic pillar for hospitality in our country. Thus, the integration of digital technologies, such as geolocated podcasts on Loquis, is an important development to improve the visitor experience and attract an increasing audience of fans.
“Food and wine tourism is booming: 70 percent of tourists seek authentic food and wine-related experiences on their trips, and more than 70 percent of Italian wineries have already invested in hospitality to accommodate these travelers”- commented Bruno Pellegrini, CEO of Loquis. “With Loquis Open Winery, we want to transform the winery visit into an even more immersive and memorable experience. Today, Loquis is the travel companion of 2.5 million experiential tourists, travelers who are not satisfied with a photo on Instagram, but want to understand, listen to and experience the territory. With our geolocated audio tours, each winery can tell its story, its connection to the land and the secrets of its wines, offering visitors a unique digital experience that can be accessed at any time. Loquis Open Winery is an opportunity for wineries to enhance their heritage and for tourists to discover wine with a new level of depth and engagement.”
“Loquis confirms itself as an innovative and strategic partner for the food and wine sector, with which it already boasts projects that have achieved significant results in terms of ratings”- added Cristian Iovino. “Now, with open winery, we will be at the service of all those wineries that are engaged in the development of wine tourism and are looking for the most effective tools (also in terms of cost/opportunity) to make the most of their history, entrepreneurial and human , which remains the most authentic and real business card capable of creating a real bond with their customers.”
This podcast also marks the debut of the “Open Winery“, the innovative format that provides an immersive, autonomous experience of discovering wineries of excellence, created by Loquis, in collaboration with Silvia Ghirelli who, thanks to a long experience and deep knowledge of the sector, guides Italian wineries in the art of hospitality.
“Designing experiences that attract visitors and retain them, through the development of innovative strategies, is essential to intercept emerging demand and take advantage of the opportunities presented by the growth of the industry,” – said Silvia Ghirelli. “Open Winery is aimed at an experienced consumer looking for an original and quality offer, presented through curated and engaging content, as it gives voice to the key people of the winery, who often cannot be present to welcome guests. Loquis represents a response to the new communication needs and a renewed language of wine, which are fundamental elements for dialoguing with new generations as well and creating alliances with the main players in the tourism supply chain.”
Located on the southern slopes of Mount Etna, in the heart of an extraordinarily rich wine territory, Terra Costantino is a winery that has made sustainability and the enhancement of the terroir its strong point. With the new podcast produced together with Loquis, visitors can learn about the winery’s history, the volcanic landscape that characterizes its vineyards and the process of making its wines, turning a simple tasting into an experiential journey between innovation and tradition.
In fact, the podcast takes listeners on a journey to discover Etna’s winemaking tradition, exploring the influence of lava soil and climate on wines, organic viticulture practices and land conservation. The tale unfolds from the 18th-century Palmento and Rasola wine to the modern underground winery, an example of sustainable architecture. Finally, a focus on indigenous varieties and winery references provides insight into the unique characteristics of Terra Costantino wines.
