New wine territory in Rio de Janeiro: the role of storytelling in terroir building

Abstract

This article adopts an interdisciplinary approach—combining Cultural Geography, Communication Studies, Tourism Economics and Environmental Sciences—to analyse the consolidation, over the past decade, of a new wine territory in Rio de Janeiro’s Serrana Region. The adoption of the double-pruning technique, which shifts the ripening of Vitis vinifera grapes to the dry winter season, has triggered investment in vineyards, the establishment of wineries and a diversified tourism infrastructure, attracting visitors drawn to landscapes reshaped by vitiviniculture and local culture. The study highlights the strategic role of communication and storytelling in crafting narratives that add value, shape territorial identity and legitimise the emerging terroir. The creation of the Geographical Indication “Winter Wines of the Fluminense Highlands” is discussed as a regulatory milestone that integrates environmental, cultural and social dimensions, fostering cooperativism and dialogue with public authorities. Fieldwork—including interviews and visits to the Inconfidência, Terras Frias, Tassinari and Borgo Del Vino wineries—revealed the economic benefits of wine tourism, but also challenges in infrastructure, workforce training and the risk of gentrification. The study concludes that consolidating this territory requires cooperative networks, funding lines (e.g., FAPERJ) and communication strategies that combine sustainability with cultural valorisation. Authentic narratives are a key condition for aligning vitiviniculture, tourism and regional development.