Living Wine Culture
Living Wine Culture.
The wein.kaltern project turns five. On the significance of this quality campaign for Caldaro, its wine culture and our winery.
By Walter Angonese
In decades past, Caldaro’s image was marked by cheap wine and mass tourism. It took some time for an awareness to develop that these phenomena were in fact changing village life and wine business as such: on the one hand, there was a feeling of doing it all only for the tourists (feeling compelled), on the other hand (at least among attentive travellers) the uneasy feeling that some of what was being presented as authentic culture “somehow” was no longer true. The wein.kaltern initiative of Caldaro’s wine entre-preneurs was launched to thwart such negative effects. A new brand was born, whose clarity and eloquence were succinctly expressed using formative words (wine, Caldaro) and a dot (“il punto guisto”). From the numerous well-intended ideas, four suggestions merit special mention: weinweg (wineway), weinhaus (winehouse), weintage (winedays), and weinlesebuch (winereadingbook). // The first of these has come to enjoy trans-regional significance as a set of tools for a territorial information system. Historical “Toponyms” (field name), historical traces of an evolving settlement and a complex colonization of this area over centuries was newly recorded, charted onto maps and designated by mounds showing the transition from one field to the next along the weinweg. The weinhaus, which has been designed by the renowned Viennese architect Hermman Czech, is being installed in the historical “Doktorhaus” dating back to the early 17th century. The village’s wine vinotheque serves wine of Caldaro as well as snacks; a place to indulge and find information on the regions wine. In the weinhaus, wein.kaltern really “gets to the point”. Just as significant is the annual “last judgement” of Caldaro's wine scene, Kalterer Weintage, which has been a fixture of village life for decades already. All the producers of Caldaro meet up on the market square to taste the wine in early September – “their moment of truth” and for all visitors, too. Finally, there is the weinlesebuch with contributions from renowned writers and journalists on Caldaro. Stories that eschew the postcard motifs and tell of the singularities of this land and its occasionally difficult inhabitants. // wein.kaltern is a project that seeks to promote Caldaro both economically and culturally and reinvent it as the new and “authentic” wine village of South Tyrol in the minds of locals and visitors alike. For Manincor, wein.kaltern therefore represents a framework that establishes a global perspective: winemaking not only as agricultural (economic) task, above all as a cultural, and in this sense, also social mission. This is precisely the role Manincor wishes to play as part of and ambassador for this project.
Walter Angonese, the resident architect of Caldaro, designed the Manincor new wine cellar jointly with Rainer Köberl. Kurt Höretzeder contributed to this article. More information at www.wein.kaltern.com