Wine tourism, Catania – A combination of winemaking tradition and digital innovation: the Terra Costantino podcast, a historic winery on Etna, has been created in collaboration with Loquis, Italy’s leading travel podcast platform. The initiative, which was officially presented today, 21 March 2025, during an exclusive press tour, promises to transform a visit to the winery into an immersive and engaging experience, accessible to anyone at any time.
The podcast, available on the Loquis platform, takes listeners on a journey to discover the history of Terra Costantino, its deep connection with the volcanic terrain of Etna and the secrets behind the production of its wines. A story that starts from the ancient Palmento dating back to the 18th century, testimony to a past rich in tradition, and arrives at the modern underground winery, an example of sustainable architecture perfectly integrated into the landscape.
The audio tour explores the influence of the lava soil andEtna ‘s unique climate on the characteristics of the wines, describes the organic viticulture practices adopted by the winery and emphasises Terra Costantino’s commitment to preserving the land. A focus on the indigenous varieties and the different references of the winery allows for a deeper understanding of the peculiarities of each wine, transforming the tasting into a moment of discovery and awareness.
Growing Wine Tourism and Digital Innovation
The initiative is set in a context of strong growth for Italian wine tourism. According to the latest data, the sector has recorded a 7-10% increase in the last year, with over 16.5 million visitors to Italian wine cellars. Estimates for 2025 foresee a further increase of 9%, confirming the strategic role of wine tourism for hospitality in our country.
In this scenario, the integration of digital technologies such as geo-localised podcasts is a key development. “70% of tourists are looking for authentic experiences related to food and wine, and over 70% of Italian wineries have already invested in hospitality,” 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.”
The Terra Costantino podcast marks the debut of “Open Winery”, a new format devised by Loquis in collaboration with Silvia Ghirelli, consultant and food and wine tourism expert. “Open Winery is aimed at an expert consumer, looking for an original and quality offer,” explained Ghirelli. “Loquis represents a response to new communication needs and a renewed language of wine.”
Fabio Costantino, owner of Terra Costantino, emphasised the importance of combining the authenticity of hospitality with the support of technology: “Ours is a small company, which relies heavily on the value of the human and relational component. The desire to offer small, tailor-made tours drives us to find solutions like this one, which allow travellers to make a quicker and at the same time complete visit on their own.”
Cristian Iovino, commercial director of Loquis, highlighted the strategic role of the platform in the wine and food sector: “With Open Winery, we will be at the service of all those wineries that are committed to the development of wine tourism and are looking for the most effective tools to make the most of their history, both entrepreneurial and human.”
In an increasingly digital world, where information is just a click away and the virtual experience often anticipates the real one, wine tourism finds in the podcast a new, powerful ally to tell stories of passion, territory and wine, overcoming the limits of traditional communication.
The podcast offers visitors a deeper and more involving experience, accessible at any time and in any place, perfectly in line with an increasingly experiential and personalised tourism, an experience to be lived even before physically going there. The synergy between a historical reality rooted in the territory such as Terra Costantino and an innovative platform such as Loquis opens a new frontier in the sector, concretely demonstrating the power of integration between technology and tradition, between past and future, for a 360-degree enhancement. A way to reach even the youngest user groups.