New technology


Winery adds VR experience

Tuscan wine estate Campo alla Sughera can now put guests in the middle of the harvest action any time of the year…


The new VR experience at Campo alla Sughera is creating a “lot of buzz and curiosity”

Winery adds VR experience
  • Chris Boiling
  • 2024-05-08
Tuscan wine estate Campo alla Sughera has an exciting new experience for visitors. The Bolgheri producer is putting them in the middle of the harvest action – thanks to virtual reality (VR) headsets.
From this month, guests can book a tour and tasting experience that includes VR views of the vineyard and cellar activities during the harvest season. From hand-selecting the bunches to the careful sorting process and the gentle use of gravity to transport the grapes, every facet of winemaking unfolds in breathtaking detail before their eyes.
Tommaso Alessandri, winery director, tells Canopy it’s another tool in the estate’s digital toolbox. He says: “Digitalisation has always been a key part of our strategy. Since I joined Campo alla Sughera back in April 2020, we have developed the new website, a state-of-the-art PC/mobile suite that allows consumers to reserve our tour and tasting remotely, and the new Campo alla Sughera Wine Club.
“The new immersive virtual reality experience follows the idea to use the newest digital tools to tell our story in a very innovative way.

Sughera VR headset
“The quality of our wines has always been our priority and the quality is strictly related to many activities during harvest: triple selection of the grapes, gravity to move berries and must, etc. Every activity has been caught in 360° videos so visitors can see themselves in the middle of the action.”
The digital tour culminates in the cellar, where guests witness how the grapes fall by gravity into the stainless-steel tanks.
Tommaso adds: “The direct-to-consumer channel is increasingly pivotal for us, poised to become a significant driver of our revenue in the foreseeable future. This new offering enriches our array of visit and tasting experiences.”
It’s still early days for the new experience, but Tommaso says it has created a “lot of buzz and curiosity”.

Sughera tasting
Complementing this experience is a guided “real-life” exploration of the estate, traversing vineyards, the winemaking cellar and barrel room, followed by a tasting of the winery's most prestigious wines: Arnione Bolgheri DOC Superiore, Campo alla Sughera Super Tuscan, Anima d’Arnione Cabernet Sauvignon 2019 (aged in amphora), and Anima d’Arnione Cabernet Franc 2020 (also aged in amphora).

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