{"id":100120,"date":"2025-10-24T08:00:00","date_gmt":"2025-10-24T06:00:00","guid":{"rendered":"https:\/\/www.winemag.it\/wine-and-luxury-anything-but-a-crisis-showcase-publications-are-a-joke-of-an-investment\/"},"modified":"2026-05-21T09:18:11","modified_gmt":"2026-05-21T07:18:11","slug":"wine-and-luxury-anything-but-a-crisis-showcase-publications-are-a-joke-of-an-investment","status":"publish","type":"post","link":"https:\/\/www.winemag.it\/en\/wine-and-luxury-anything-but-a-crisis-showcase-publications-are-a-joke-of-an-investment\/","title":{"rendered":"Wine and luxury, anything but a crisis: showcase publications are a joke of an investment"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-ai-summarize yoast-ai-summarize\"><h6>IN BREVE<\/h6>\n<ul class=\"wp-block-list yoast-ai-summarize-list\">\n<li>Italian wine is spending on advertising space that yields no real results, preferring to appear in self-styled &#8216;luxury&#8217; publications.<\/li>\n\n\n\n<li>These publications offer no valuable content, being built entirely on commercial relationships and press releases.<\/li>\n\n\n\n<li>Wine communication is losing its authenticity, blurring the lines between luxury and reality while ignoring the value of content.<\/li>\n\n\n\n<li>A critical and authentic approach is essential, because credibility in the wine world is built, not bought.<\/li>\n\n\n\n<li>Luxury publications are multiplying, but they are a self-referential bubble that does not foster real market positioning.<\/li>\n<\/ul>\n<\/div>\n\r\n<div class=\"align wp-block-bssb-social-share\" id=\"bssbSocialShare-1\" data-attributes=\"{&quot;socials&quot;:[{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;facebook&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-facebook-f&quot;,&quot;color&quot;:&quot;#1877f2&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;linkedin&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-linkedin-in&quot;,&quot;color&quot;:&quot;#0a66c2&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;mobileMessenger&quot;,&quot;network&quot;:&quot;whatsapp&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-whatsapp&quot;,&quot;color&quot;:&quot;#25d366&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}}],&quot;align&quot;:&quot;&quot;,&quot;alignment&quot;:&quot;left&quot;,&quot;theme&quot;:&quot;default&quot;,&quot;background&quot;:{&quot;color&quot;:&quot;#0000&quot;},&quot;size&quot;:&quot;28px&quot;,&quot;gap&quot;:&quot;14px&quot;,&quot;padding&quot;:&quot;10px&quot;,&quot;margin&quot;:&quot;10px&quot;,&quot;border&quot;:{&quot;radius&quot;:&quot;50%&quot;},&quot;shadow&quot;:[],&quot;direction&quot;:&quot;row&quot;}\">\r\n\t<div class=\"bssbStyle\"><\/div>\r\n\r\n\t<ul class=\"bssbSocialShare\">\r\n\t\t\r\n\t\t\t<li class=\"icon icon-0\" data-social=\"facebook\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook-f\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-1\" data-social=\"linkedin\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin-in\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-2\" data-social=\"whatsapp\" \t>\r\n\t\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\"><\/i>\r\n\t\t\t\t\r\n\t\t\t<\/li>\r\n\r\n\t\t\r\n\t<\/ul>\r\n<\/div>\n<p class=\"wp-block-paragraph\">Despite difficult times, between a consumption crisis and <a href=\"https:\/\/www.winemag.it\/en\/the-democratization-of-champagne-in-italy\/\" target=\"_blank\" rel=\"noreferrer noopener\">various attempts at repositioning<\/a>, <strong>Italian wine continues to spend, rather than invest<\/strong>. Many companies\u2014wineries, but not only\u2014simply choose to &#8220;appear&#8221; in publications that call themselves &#8220;luxury,&#8221; convinced they are gaining prestige and new markets. In reality, dear producers, you should know that <strong>these are often empty spaces<\/strong>, fueled by your own ego. Digital or print showcases without a real audience, without <strong>&#8220;real journalists.&#8221;<\/strong> But above all, <strong>without authority<\/strong>. Little rags that feed off your <strong>senseless desire to appear at all costs<\/strong>. No matter where. Or how.       <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-db649a53\"><h5 class=\"uagb-heading-text\"><strong>THE FAKE LUXURY WINE<\/strong> AND LUXURY LIFESTYLE PUBLICATIONS<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Behind the word \u201cluxury\u201d hides a system of communication and fake pseudo-journalism built exclusively on commercial relationships. Not on content. The result is a <strong>narrative of wine\u2014and of the &#8220;luxury&#8221; sector itself\u2014that does not inform<\/strong>. It does not educate. And it has no impact, except on the coffers of unscrupulous publishers, who would be better described as snake oil salesmen.    <\/p>\n\n<p class=\"wp-block-paragraph\">A role-playing game where everyone pretends to believe in it, while the real value of those &#8220;media placements&#8221; remains close to zero. Giving me this certainty, even more so than in the past, are the latest <strong>events featuring Champagne houses in my city, Milan<\/strong>. I heard one of these &#8220;pay-to-play&#8221; publisher-phenoms literally say, pointing his finger at representatives of the distribution and the maison: &#8220;These are the only people still investing nowadays. <strong>This is where the money is, this is where business is done<\/strong>.&#8221; Those who know me can imagine the goosebumps I felt.   <\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<ul class=\"wp-block-yoast-seo-related-links yoast-seo-related-links\">\n<li><a href=\"https:\/\/www.winemag.it\/coldiretti-lombardia-dalla-viticultura-eroica-al-luxury-wine-con-polvere-doro\/\" target=\"_blank\" rel=\"noreferrer noopener\">Coldiretti Lombardy: From Heroic Viticulture to Luxury Wine with Gold Dust<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/franco-morando-montalbera-dazi-usa-15-colpiscono-vini-popolari-non-luxury\/\" target=\"_blank\" rel=\"noreferrer noopener\">Morando, Montalbera: &#8220;15% US tariffs hit popular wines, not luxury ones&#8221;<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/fine-wine-tourism-marketplace-italy-debutto-italia-riva-del-garda\/\" target=\"_blank\" rel=\"noreferrer noopener\">Fine Wine Tourism Marketplace debuts in Italy, in Riva del Garda<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/inverno-vini-pregiati-liv-ex-fine-wine-100-scende-sesto-mese-consecutivo\/\" target=\"_blank\" rel=\"noreferrer noopener\">The winter of fine wines: Liv-ex Fine Wine 100 drops for the sixth consecutive month<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/nasce-il-manifesto-per-un-turismo-del-lusso-in-sicilia\/\">The Manifesto &#8220;For Luxury Tourism in Sicily&#8221; Is Born<\/a><\/li>\n<\/ul>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-945c3890\"><h5 class=\"uagb-heading-text\">ITALIAN WINE AND SHOWCASE PUBLICATIONS<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Many of these <strong>luxury magazines<\/strong>, which only talk about &#8220;<strong>fine wine<\/strong>,&#8221; &#8220;<strong>luxury wines<\/strong>,&#8221; &#8220;<strong>nightlife<\/strong>,&#8221; and everything that is &#8220;<strong>fashionable<\/strong>,&#8221; &#8220;<strong>cool<\/strong>,&#8221; and &#8220;<strong>trendy<\/strong>,&#8221; present themselves as leading platforms built on <strong>copy-pasting press releases<\/strong>. No analysis. No critique. No selection. Yet, there is no shortage of wineries\u2014Italian and foreign\u2014that continue to pay to appear in these <strong>monuments to nothingness<\/strong>. Chasing an aura of exclusivity that remains confined within the same bubble. <strong>Self-referential<\/strong>.     <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Wine communication<\/strong> has allowed itself to be seduced by the aesthetics of luxury and the <strong>glossy page<\/strong>, in a vortex that no longer distinguishes between reality and fiction. Forgetting that <strong>reputation comes from content<\/strong>, not from photos in evening gowns or tastings in five-star hotels or locations. <\/p>\n\n<p class=\"wp-block-paragraph\">The paradox? <strong>These publications are chosen precisely because they don&#8217;t ask questions<\/strong>. They don&#8217;t evaluate. They don&#8217;t risk expressing a judgment. On the contrary, they rely on a narrative devoid of journalism, which becomes pure promotion useful for self-promotion and <strong>parasitic self-positioning<\/strong>. After all, isn&#8217;t promotion without real readers <strong>a losing investment<\/strong>?    <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-2e7e0dc6\"><h5 class=\"uagb-heading-text\">THE WATCHWORD IS &#8220;CREDIBILITY&#8221;: THE ONLY LUXURY THAT MATTERS<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">I may be a dreamer, but <strong>I remain convinced that credibility remains the most solid currency in modern wine communication<\/strong>, at least for those who aim to be truly authentic. In authenticity lies what distinguishes &#8220;a brand with vision&#8221; from <strong>those who are simply content with appearing<\/strong>. <\/p>\n\n<p class=\"wp-block-paragraph\">Is a critical and constructive voice better, or a paid round of applause? Certainly, credibility in the wine world cannot be bought. It is built. With all due respect to the many <strong>&#8220;luxury publications&#8221; popping up like mushrooms. Even in a period when it&#8217;s already pouring<\/strong>.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despite difficult times, between a consumption crisis and various attempts at repositioning, Italian wine continues to spend, rather than invest. Many companies\u2014wineries, but not only\u2014simply choose to &#8220;appear&#8221; in publications that call themselves &#8220;luxury,&#8221; convinced they are gaining prestige and new markets. In reality, dear producers, you should know that these are often empty spaces, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":100122,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[82746,82271],"tags":[84871,84859,84855,83299,83302,83290,83030,83906,84845,84873,84861,84847,84849,84865,83590,84863,84867,84853,84857,84869,82720,84851,83305],"class_list":["post-100120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorials","category-wine-news","tag-brand-positioning","tag-communication-investments","tag-credibility","tag-davide-bortone","tag-editorial","tag-fine-wine","tag-italian-wine","tag-italian-wineries-3","tag-luxury","tag-luxury-and-communication","tag-luxury-media","tag-luxury-publications","tag-showcase-media","tag-showcase-publications","tag-wine-communication","tag-wine-communication-2","tag-wine-investments","tag-wine-journalism","tag-wine-marketing-2","tag-wine-promotion-2","tag-wine-publishing","tag-wine-reputation","tag-winemag"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Wine and luxury, anything but a crisis: showcase publications, joke investments<\/title>\n<meta name=\"description\" content=\"EDITORIAL Wine and luxury, anything but a crisis: showcase publications, joke investments. 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Nel 2024 mi \u00e8 stato assegnato un premio nazionale di giornalismo enogastronomico.","sameAs":["https:\/\/www.winemag.it\/","https:\/\/www.facebook.com\/davidebortone","https:\/\/www.instagram.com\/davide.bortone.winemag\/","https:\/\/www.linkedin.com\/in\/winemag-vinialsupermercato-davide-bortone\/","https:\/\/x.com\/wine_mag","https:\/\/www.youtube.com\/c\/DavideBortone1"],"knowsAbout":["wine","vino"],"knowsLanguage":["English","Italian"],"jobTitle":"direttore","worksFor":"WineMag.it","url":"https:\/\/www.winemag.it\/en\/author\/davide-bortone\/"}]}},"uagb_featured_image_src":{"full":["https:\/\/www.winemag.it\/wp-content\/uploads\/2025\/10\/EDITORIALE-Vino-e-luxury-altro-che-crisi-testate-vetrina-investimenti-barzelletta.-I-magazine-sulla-luxury-life-si-moltiplicano-in-Italia.jpg",960,640,false],"thumbnail":["https:\/\/www.winemag.it\/wp-content\/uploads\/2025\/10\/EDITORIALE-Vino-e-luxury-altro-che-crisi-testate-vetrina-investimenti-barzelletta.-I-magazine-sulla-luxury-life-si-moltiplicano-in-Italia-500x280.jpg",500,280,true],"medium":["https:\/\/www.winemag.it\/wp-content\/uploads\/2025\/10\/EDITORIALE-Vino-e-luxury-altro-che-crisi-testate-vetrina-investimenti-barzelletta.-I-magazine-sulla-luxury-life-si-moltiplicano-in-Italia-660x365.jpg",660,365,true],"medium_large":["https:\/\/www.winemag.it\/wp-content\/uploads\/2025\/10\/EDITORIALE-Vino-e-luxury-altro-che-crisi-testate-vetrina-investimenti-barzelletta.-I-magazine-sulla-luxury-life-si-moltiplicano-in-Italia-768x512.jpg",768,512,true],"large":["https:\/\/www.winemag.it\/wp-content\/uploads\/2025\/10\/EDITORIALE-Vino-e-luxury-altro-che-crisi-testate-vetrina-investimenti-barzelletta.-I-magazine-sulla-luxury-life-si-moltiplicano-in-Italia-840x640.jpg",840,640,true],"1536x1536":["https:\/\/www.winemag.it\/wp-content\/uploads\/2025\/10\/EDITORIALE-Vino-e-luxury-altro-che-crisi-testate-vetrina-investimenti-barzelletta.-I-magazine-sulla-luxury-life-si-moltiplicano-in-Italia.jpg",960,640,false],"2048x2048":["https:\/\/www.winemag.it\/wp-content\/uploads\/2025\/10\/EDITORIALE-Vino-e-luxury-altro-che-crisi-testate-vetrina-investimenti-barzelletta.-I-magazine-sulla-luxury-life-si-moltiplicano-in-Italia.jpg",960,640,false]},"uagb_author_info":{"display_name":"Davide Bortone","author_link":"https:\/\/www.winemag.it\/en\/author\/davide-bortone\/"},"uagb_comment_info":0,"uagb_excerpt":"Despite difficult times, between a consumption crisis and various attempts at repositioning, Italian wine continues to spend, rather than invest. Many companies\u2014wineries, but not only\u2014simply choose to &#8220;appear&#8221; in publications that call themselves &#8220;luxury,&#8221; convinced they are gaining prestige and new markets. In reality, dear producers, you should know that these are often empty spaces,&hellip;","_links":{"self":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/100120","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/comments?post=100120"}],"version-history":[{"count":1,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/100120\/revisions"}],"predecessor-version":[{"id":100125,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/100120\/revisions\/100125"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/media\/100122"}],"wp:attachment":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/media?parent=100120"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/categories?post=100120"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/tags?post=100120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}