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

Purpose Examines 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. Design/methodology/approach All web sites of wineries producing Passito wine in Pantelleria were analyzed using the AGIL scheme for measuring communication dimensions. Findings 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. Research limitations/implications 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. Practical implications 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. Originality/value Contributes to the literature by providing the first application of the AGIL scheme to the wine sector, and shows a new approach for communication strategies in wine marketing.