To gain a better understanding of this exclusive niche reality, we interviewed the founder, Filippo Magnani, who “opened the doors” to his company for us.
Filippo, Fufluns Wine Travel Concierge,
specializing in personalized wine tours, is celebrating its 25th anniversary. How did this adventure begin?
My life and academic paths led me to this career. In terms of life experiences, I was fortunate to be born and raised in a wonderful place, Tuscany, a sought-after destination for visitors worldwide and a land known for quality wines.
Academically, after earning a degree in Tourism Sciences from the University of Florence, I pursued an MBA in Hospitality Management at the University of Brighton (UK). I further honed my skills on the job, working as an F&B Manager in various luxury hotel chains; back then, my ambition was to become a general hotel manager. These experiences allowed me to travel extensively, and in 1996, during a visit to Napa Valley, a famous wine region in California, the first spark ignited in me: to combine my expertise in tourism with my passion for wine, a legacy of my Tuscan roots.
For the next three years, I continued traveling through the major wine regions of the world until I was convinced it was time to start my own travel agency in Italy. Not just any agency, but a “boutique” specialized in customized wine tours, dedicated to professionals in the field and enthusiasts. It was 1999, and at just 26 years old, I founded Fufluns (named after the Etruscan God of wine). From that moment on, it has been a continuous journey of growth, learning, and consolidation, which hasn’t stopped me from furthering my studies in the world of wine. I graduated from the Conseil Interprofessionnel du Vin de Bordeaux in France, and in 2006, I obtained the WSET Diploma in London.
How has the overview of wine tourism in Italy evolved over the last 25 years?
In the 1990s, wine tourism in Italy was not yet recognized as a distinct market segment. International travelers visited our country for its art, history, beautiful cities, sea and mountains, or business trips. Although Italian cuisine, olive oil, and wine could have been additional attractions, very few wineries understood the importance of on-site hospitality and opened for tastings.
Slowly, over the past 20 years, the Italian wine sector has started to recognize the potential of food and wine tourism. Organizations like Movimento Turismo del Vino, Città del Vino, and Le Donne del Vino began promoting winery visits. Sommelier associations initiated courses for wine enthusiasts, and consortia worked to promote their regions as “wine tourism destinations”. These initiatives helped increase media attention around this important sector. National tourism campaigns highlighted Italian wine, food, and lifestyle, while wineries realized the benefits of direct promotion and sales to visitors.
Today, both major national wineries and small, family-run wine producers have opened their doors. Many have invested in winery hospitality for day-trippers and “gourmet” travelers staying in high-end wine resorts with breathtaking vineyard views. From the Alps to Sicily, wine lovers now receive personalized hospitality, ranging from basic wine tastings at the counter to luxury vineyard picnics, dinners, and events with starred chefs, tastings of old vintages, and many other unique and customized experiences.
25 years is a very long time, what strategies have you adopted to develop and maintain a successful path for Fufluns?
I believe that knowledge is a distinctive and indispensable element. I have always invested time and energy in consolidating, perfecting, and expanding my skills and experience in the wine sector, wine territories, hospitality, and tourism. I have traveled extensively throughout Italy to deepen my knowledge of the regions, meet producers, and interact with chefs, artisans, and local communities. I have immersed myself completely in the world of wine, and even today, I constantly strive to perfect my preparation and stay updated on the evolution of this multifaceted, competitive, and demanding sector. My guests, my team, and my colleagues expect and deserve the highest standards of work and service, detailed and well-grounded responses, and advice. This would not be possible without continuous professional development. Moreover, there is another equally important element: personal relationships with wine producers built over time based on trust, honesty, and professionalism, which have often blossomed into lasting friendships.
From the birth of Fufluns until today, have you also been able to
observe changes in customer needs and habits?
I started aboard my Alfa Romeo, guiding pioneering German and Dutch families on daily tours throughout Tuscany. For each tour, I charged 35,000 Lire per person. For three hours of guided visit, it was certainly not an amount that allowed for great profits, and moreover, I struggled to cultivate a clientele truly committed to wine culture. Those were tough, demanding years, perhaps not “rich” economically, but crucial for establishing my expertise in the field. During that time, my knowledge of wine grew, I fostered relationships with renowned producers and smaller wineries alike, and began building a network that included writers and wine schools. Gradually, my clientele started to grow and evolve, aided by an extensive network of contacts. Over time, it shifted from those wanting to simply experience Tuscany to those seeking a personalized experience tailored specifically for wine enthusiasts and experts. Today, I lead a highly skilled team of 10 people who guide private collectors, enthusiasts, wine auction bidders, groups of industry professionals, and international wine clubs throughout the year. This niche positioning, adapting to the evolution and needs of our clientele, distinguishes Fufluns Wine Tours in the market, offering guests targeted access to Italian wine regions with an unwavering commitment to excellence and customer satisfaction.
Can you tell us something about your team and how you deliver the Fufluns experience?
When discussing the Fufluns team, I like to emphasize the concept of relationships: building meaningful connections is at the heart of what we do, both personally and professionally. By focusing on personal relationships over time, I’ve assembled a group of professionals capable of managing clients with the quality typical of Made in Italy. Two individuals handle the design and planning of travel itineraries. In the field, ten expert wine guides, all certified by WSET or holding sommelier diplomas, accompany clients through various experiences.
I am fortunate to lead a team of long-time professionals, friends, and collaborators. Our bond is built on trust and a shared passion for what we do with dedication and expertise. Our goal is to create privileged and genuine relationships between our guests and the local culture, people, and wineries. Only by living authentic experiences can travelers truly immerse themselves in the Italian lifestyle, going beyond simple wine tastings to forge intimate connections with our country’s rich cultural heritage. If we succeed in this effort, our clients will undoubtedly return to continue exploring Italy with us.
How would you describe the Fufluns travel experience?
Traveling with Fufluns is not just about taking a vacation. Every day, we strive to offer an unforgettable experience that allows our guests to deeply immerse themselves in the heart and soul of Italy’s wine regions. We see ourselves as ambassadors of Italian wine culture, dedicated to unveiling the peninsula’s most hidden treasures. Our approach is based on meticulous planning and personalized service that captures the unique interests and preferences of our guests. We believe in the power of local knowledge to create experiences that go beyond typical tourist routes. Our goal is to enable our guests to feel like true insiders, experts, and enthusiasts of Italy, facilitating a deep, intimate connection with the land, its people, and its wine. All of this while maintaining some of the highest quality standards in the market.
You also have writing experience on your CV. As an author, what approach do you adopt to describe the essence of Italy and its wines to your readers?
Since 2007, I’ve been dedicated to bringing readers closer to Italy’s rich wine landscape. I collaborate with several international magazines and journals, including Liz Palmer’s website and The Beauty of Wine in Canada, Wine Channel in China, Vinum in Croatia, Decanter, and Corriere Vinicolo. Additionally, I maintain a personal blog, Tales Behind the Wine, focused on discovering wine destinations. My approach aims to introduce readers to uniqueness: sharing exclusive knowledge and experiences to foster understanding and appreciation of Italian wine and global wine travel. I strive to capture the passion and essence of diverse territories, showcasing their diversity and richness. My goal is to invite the world to discover and appreciate the charm of Italian wine culture, from exploring vineyard landscapes to uncovering the hidden stories behind their wines.
25 years is an important milestone. Do you have any particular celebrations in mind?
When I think about where and how I started, it’s truly remarkable to celebrate 25 years in the wine industry today. It’s a milestone worth honoring in a fitting way, including offering some exciting updates for my clients and audience.
Firstly, there’s a fresh look for the Fufluns website – www.fufluns.com – featuring a wide range of new luxury wine and gastronomy itineraries, personalized and comprehensive. Alongside this, my personal page – www.filippomagnani.it – will be revamped to share my vision, collaborations, experiences, and achievements over 25 years in the profession.
I’ll also be launching a new logo to accompany a quarterly newsletter titled “A Journey Through Italian Wines,” providing in-depth insights into Italian wine destinations. The newsletter will feature exclusive interviews, detailed tasting notes, and selected excerpts from my personal blog. The goal is to further enrich the understanding and appreciation of Italian wine culture among enthusiasts and professionals worldwide.
And then there are the journeys, the hallmark of Fufluns. Throughout 2024, I’ll personally lead tours for wine clubs and private collectors. These exclusive travel experiences are dedicated to long-time partners and regular clients, a special tribute to our journey together in sharing the beauty and richness of Italian wine regions and producers.
A particularly special moment will be participating in the charity auction at The Golden Vines Awards event in October in Madrid. For this occasion, I’ve curated a “VIP Experience: Discovering the Wines of Iconic Bolgheri” lot, which will be auctioned. I will personally accompany six passionate donors on visits to historic estates in the area. The proceeds will benefit the Gérard Basset Foundation, and I’m grateful for the opportunity to contribute in my own small way.
