Tourism and coexistence between branded and natural wines: the case of Calonge i Sant Antoni

Fascination with wine, as well as its culture and production, has contributed to the recent boom in the economic and tourism sectors. This research analyzes, from a supply-side perspective, the territorial development strategies underlying wine production and commercialization in the form of a case study of the New Wine Festival and the Farmer Wine Festival, two events that are held every November in the town of Calonge i Sant Antoni (Catalonia), once that year's first wine has been produced. Primary data is collected via direct observation and 15 semi-structured interviews with local (branded) winegrowers, farmer wine agribusinesses, and representatives of administrations and associations that are actively involved in the organization of these festivals. The findings underscore the collaboration between coexisting quality-certified winegrowers and agribusinesses, which together support the town's wine identity and culture. The public administration's interest in leveraging cultural events to promote economic and socio-cultural synergies between the local population and visitors is also highlighted. This paper contributes to the literature by acknowledging the need to create networks among all wine producers to promote the local identity and make the town more competitive by offering authentic and unique experiences. The findings should also help the public sector to identify the strengths and weaknesses of local wine producers, in order to bolster their authenticity, socio-cultural value, financial profits, and status as tourist destinations.