{"id":21950,"date":"2023-04-19T16:44:13","date_gmt":"2023-04-19T14:44:13","guid":{"rendered":"https:\/\/www.rimontgowineries.com\/blog\/?p=21950"},"modified":"2023-04-19T16:46:57","modified_gmt":"2023-04-19T14:46:57","slug":"wine-washing-4","status":"publish","type":"post","link":"https:\/\/www.rimontgowineries.com\/blog\/it\/wine-washing-4\/","title":{"rendered":"Wine Washing"},"content":{"rendered":"<p>Immagino che il lettore si sia reso conto che da qualche tempo viviamo sotto il cosiddetto \u00ab<em>social washing<\/em>\u00ab. Il termine, coniato gi\u00e0 negli anni &#8217;80, si riferisce a un sistema di marketing in cui le aziende cercano di ottenere profitti lavando la propria immagine. Per farlo, sfruttano il richiamo di mode, buone pratiche ecologiche e\/o alimentari o movimenti che si battono per diversi diritti. Tuttavia, il loro vero intento \u00e8 quello di aumentare il fatturato piuttosto che difendere gli ideali.<\/p>\n<p>Cos\u00ec possiamo trovare, ad esempio, il \u00ab<em>greenwashing<\/em>\u00bb quando si tratta di prodotti ecologici; le strategie di \u00ab<em>kwashing<\/em>\u00bb come simpatizzanti dei diritti LGBTI; il \u00ab<em>pinkwashing<\/em>\u00ab, per quanto riguarda il cancro al seno; il \u00ab<em>rainbow washing<\/em>\u00ab, i prodotti legati all&#8217;orgoglio gay; il \u00ab<em>vegan washing<\/em>\u00ab, gli alimenti conformi al veganismo; o, il pi\u00f9 recente, il \u00ab<em>covid washing<\/em>\u00ab. Se riusciamo a tirare il filo, vedremo che esistono diversi tipi di lavaggio.<\/p>\n<p>Il mondo del vino non \u00e8 nuovo a queste pratiche, ed \u00e8 per questo che esiste anche il \u00ab<em>wine washing<\/em>\u00ab. Anche alcuni dei grandi produttori tradizionali, che riempiono gli scaffali di ipermercati e supermercati, sono consapevoli che esiste una nicchia di mercato da coprire, per cui hanno iniziato a sviluppare linee di vini con etichette biologiche, vegane o \u00ab<em>orange wine<\/em>\u00ab, con l&#8217;intenzione di raggiungere il profilo di questo tipo di consumatore. Tuttavia, si tratta solo di uno strumento di marketing per vendere un maggior numero di bottiglie, poich\u00e9 ovviamente non sono realmente interessati a queste filosofie. Ne \u00e8 prova il fatto che continuano a produrre milioni di litri, il che \u00e8 difficile da conciliare con la ricerca della massima naturalit\u00e0 del vino e del riflesso del suo paesaggio. Garantire queste produzioni annuali, e aumentarle ogni anno, comporta l&#8217;uso di additivi chimici che garantiscono vigneti esenti da malattie ed evitano problemi in cantina, durante la vinificazione e l&#8217;invecchiamento dei vini. Questa metodologia \u00e8 ovviamente contraria alla filosofia del terroir.<\/p>\n<p>Senza voler essere moralista &#8211; forse lo sono &#8211; tutto questo non \u00e8 altro che un riflesso della societ\u00e0 in cui viviamo, in qualsiasi ambito. L&#8217;importante \u00e8 la buona immagine, la posa, l&#8217;apparire bene e il trarre profitto da tutto questo. La sostanza \u00e8 la cosa meno importante. Non si vede, non \u00e8 interessante e non genera denaro. Questo \u00e8 il nostro modo di fare.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il washing nel marketing \u00e8 una strategia che non \u00e8 estranea al vino, ma la sua metodologia \u00e8 ovviamente contraria alla filosofia del terroir. <\/p>\n","protected":false},"author":2,"featured_media":21939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3086,3100],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Wine washing | Rimontg\u00f3 Bodegas<\/title>\n<meta name=\"description\" content=\"El wine washing en el mundo del vino tiene la intenci\u00f3n de llegar a muchos consumidores siendo contrarios a la filosof\u00eda del terroir.\" \/>\n<meta name=\"robots\" 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