Interview: Filippo Magnani, Owner/Director of Fufluns - Wine & Gourmet Tours in Tuscany

 

 

Filippo Magnani is one of the most respected wine authorities in the Tuscany region.  Not only does he have in-depth knowledge of Tuscany, he has personal relationships with the winegrowers, resort owners, chefs and almost everyone else in the industry. For over 15 years Filippo has organized custom, luxury gourmet wine tours in the region, including private visits to wineries in Chianti Classico, Brunello, Montepulciano, Maremma, Bolgheri and Elba Island.

I spent a week in February with Filippo travelling throughout the Tuscany countryside and twelve international wine writers. I found him to be quite passionate about Italy and in particular Tuscany – he truly loves his work and enjoys sharing his passion and expertise in Tuscany food and wine. Filippo not only has extensive knowledge on all the luxury properties and world-renowned wines, but also the hidden places and people that makes this area so special. One day he could be leading a group to a top wine estate, and in the afternoon having a cooking lesson with a local village chef – this is the true authentic Tuscany.

LP:
I understand you run a tourism company in Tuscany – how long have you been doing this and can you tell me something about it?

FM:
I started my business in 1999 – Fufluns, Wine and Gourmet Tours in Tuscany. Fufluns, is named after the Etruscan God of Wine.

The first two years were very difficult.   I believed in wine tourism from the beginning – it hasn’t been easy.  Some of the challenges were that the big commercial wineries only allowed tourists occasionally, and the top brands where only open for the wine journalists sommelier, and other wine professionals - eventually changes were made.

For the past 15 years I have organized wine dinners and lunches for small and large groups, with access to most wineries.

Since 1999 and 2000 when super Tuscan’s became popular Americans wanted customized wine and food tours in Tuscany.  Wine tourism was not defined – I seemed to have paved the way.

In the early years, I collaborated with a leading American tour operator who specialized in wine tours for cruise lines, as their Group Operator, and this continued for a number of years. Here, I led groups from Livorno, a Renaissance-era port (about 10 km south of Pisa) for a one-day “Super Tuscan Tour” from April – November.

Nowadays, I organize tours directly with my clients, and I also collaborate with many international agencies that specialize in international wine tours - for them I act as the Ground Operator and lead their clients in wine and food related tours throughout Tuscany.

With my current core business, there are two subgroups:

The leisure group, which consists of deluxe wine and food trips for families or groups of 2-6 or 12-14 - I show them the Tuscan lifestyle including cooking class, wineries, Michelin-starred restaurants, 4-5 star hotels, and shopping in Florence. This runs from May to end of September.  I’m finding that the majority of the tourists come from USA, Canada, Brazil, India, HK, and Singapore.

The second group is the professionals: sommeliers, journalists, wine importers, restaurant owners.  I run tours for this group from March – May and Sept – Nov.

LP:
What do you do to promote Fufluns - Wine & Gourmet Tours?

FM:
Most of my customers come from word of mouth – I also promote through consumer magazines and interviews.

LP:
What are the current tourism trends in Tuscany? Who is coming? What are they looking for?  What are they experiencing?

FM:
We see an increase in new markets such as Brazil, India and China -they are seeking out not only wine and food but also leather, gold, fashion, pottery, cultural tourism like art, museums, opera and small historical villages. In the summer, beach resorts, Elba Island, yachting, thermal spas (they are all over Tuscany), golf, green tourism and biking are also popular, from April – September.

LP:
What are the current wine trends in Tuscany?

FM:
Super Tuscans, especially made the traditional way with Sangiovese grapes - they are rounded and food driven. Sangiovese wines are a good price value.  Also Montepulciano.

 

LP:
Filippo what is your favorite Tuscan wine style, and why?

 

FM:

I prefer the purest of traditional 100% Sangiovese - not high density, aged in big botti vats in the traditional method – they last forever and compete with the top wines in the world. Vintage 1988 1985 1990 1997 1998 1991 2004 2001 are the best Sangiovese.

 

 

LP:

What is your favorite food to pair with Tuscan wines?

 

FM:
Tuscan beef (chianini), arugula with olive oil on top.

 

 

LP:

What do you what the tourist or wine professional to remember when they return home – what should stand out or is memorable about the Tuscany region?

 

FM:

They will remember experiencing Tuscany not as tourist, but as a local -  tasting some memorable wines and a cooking class with a top chef.

 

 

LP:
What does the future hold for Filippo?

 

FM:

Consulting with the Tuscan government, various buyers and developing more of an international status.