Il paesaggio vitato della Franciacorta: un progetto di vocazione territoriale

In the collective imagination, the term Franciacorta represents a territory, and a landscape, strongly characterized by viticulture; the Franciacorta "bubbles" produced in this DOCG has represented and
represents the vehicle for the promotion and diffusion of a successful brand international. An element of interest in the Franciacorta case study can be recognized in the project of developing viticulture and wine culture, a process that began relatively recently (starting in the 1950s. fifties of the 20th century). A process that has given Franciacorta(in the collective imagination) a "territorial vocation," the outcome of a planning trajectory that has seen the interests of entrepreneurs compete winemakers with those of operators in the agri-food chain and tourism, with solid sharing by local territorial institutions. The Regional Territorial Area Plan (PTRA) Franciacorta, launched in 2015, represents a will of local institutions, with the impulse and guidance of
Lombardy Region, to strengthen policies for the protection and enhancement of the territory and, at the same time, a tool to strengthen the 'vocation' of Franciacorta as a 'wine landscape'.