Tasting the Future: Where Wine Meets Tech in Southern Italy

From Paestum to Benevento — how digital tools and immersive experiences are reshaping the wine world

Southern Italy is a place where the past feels ever-present. In the vineyards, traditions run deep. But something unexpected is happening here — technology is starting to take root among the vines. And what we saw at the Paestum Wine Fest confirmed it: the wine world is entering a new era, and it’s not afraid to go digital.

Virtual Reality & Vineyard Storytelling by WINESTOUR.IT

In one of the key areas of the Paestum Wine Fest, a surprising innovation stood out — a virtual reality experience designed specifically for wineries. Behind it? A forward-thinking team from WINESTOUR.IT, a company based in Southern Italy that’s blending heritage and high-tech in ways we never expected.

Their setup was elegant and immersive: you step into a small auditorium-style room, headset on — and suddenly you’re transported. Vineyards. Cellars. Terraces overlooking the countryside. All without leaving your seat.

Sign translation: "If you don't try it, you'll never know what you're missing." Request a FREE DEMO of WINESTOUR at your company. Our experts will let you experience the magic of virtual reality and explain all the opportunities reserved for you.

For a region so deeply rooted in face-to-face storytelling, this was a bold move. But it works. WINESTOUR.IT isn’t trying to replace the personal — they’re enhancing it. Offering a way for travelers, buyers, and dreamers to visit wineries virtually, preview experiences, and fall in love before ever booking a trip.

They’ll be back in action at:

• Vitigno Italia in Naples (May 11–13)

• ENORME in Benevento (May 18) — an unmissable event where art, food, wine, and tech converge.

If this is the future of wine tourism, we’re here for it. 🎥 Watch the teaser for the Benevento experience by WINESTOUR.IT:

From Sip to Swipe: Enter TellyWine Wine tech

Not far from the immersive VR room, another digital tool drew a crowd: TellyWine. Their pitch? A tasting companion app that lets you scan, save, and revisit every wine you try. No more forgotten names. No more scribbled notes on business cards you’ll lose.

Scan and discover — a user explores wine details in real-time using the TellyWine app's smart label recognition feature.

You taste a wine → scan the QR code → record your thoughts → find it later → order it online. Simple. Intuitive. And surprisingly delightful.

We didn’t have time to fully test the app, but their presence was unmistakable. They’re building a platform that’s part wine memory, part digital sommelier, and possibly the next step in personalized wine commerce.

They don’t offer a white-label solution yet — but we’re keeping an eye on them.

🥂 A New Chapter for Wine Events

If WINESTOUR.IT is redefining how we discover wine, and TellyWine is reimagining how we remember it, what’s next?

• Apps that adapt your tasting notes into personalized recommendations

• Augmented labels with videos or sommelier pairings

• Smart glassware that tracks pour and temperature

• Data-driven wine club experiences (yes, we’re thinking about it 😉)

  
  

The point is: innovation is happening quietly but powerfully — even here, where wine has been made the same way for centuries. And it's exactly the kind of transformation Madrina Club and Madrina Digital was born to celebrate.

We’re not here to disrupt tradition. We’re here to elevate it — with design, with technology, and with deep love for the South.