The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine: A multidimensional-framework study

This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria.

All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions.

Results suggest that wineries and stakeholders should apply territory-based marketing strategies to add value to passito wine, the symbol of the island. Synergistically, Pantelleria, through the use of its symbolic product, may enhance its touristic activities. This approach provides useful elements to evaluate the potential of communication in other regions with extreme agriculture, with other agro-food products to promote, due to the replicability of the method.

A limitation of this study is the application of the AGIL method to a population of wineries located in a small wine region; however, regions where heroic agriculture is practiced are generally small.

The findings demonstrate a unique approach that provides an alternative form of wine communication strategy, in which the extreme territory becomes the communication tool of the product linked to it, adding value, regardless of the brand, while, simultaneously, the product becomes the symbol of the territory.

It contributes to the literature by providing the first application of the AGIL scheme to the wine sector, and it shows a new approach for communication strategies in wine marketing.