In the Alto Adige/Südtirol ski resort of Alta Badia, ski instructors are learning to apply their educational skills to wine. The ‘Ski Wine Ambassador’ programme is intended to ensure that they are seen by holidaymakers as regional wine experts and ambassadors who will draw visirors’ attention to "the oenogastronomic offerings of the mountain huts at 2,000 metres above sea level".
The regional wine consortium and Alta Badia have decided that ski instructors are perceived by many guests as contacts and reference persons – or as some might now say, ‘influencers’ - during their holiday. Training is provided by the local Sommelier Association with the help of a two-day workshop in which basic knowledge of the region’s wine is taught. The project is accompanied by events in ski huts with the participation of chefs from the region and professional sommeliers. sw