Articolo disponibile anche in: Italian

Photographed, shared and reviewed: Tuscan wines are stars on the web and enjoy an excellent online reputation, equal to 95.5%.

This is what comes out of a study that Fondazione Sistema Toscana produced using Travel Appeal, a B2B startup specialised in Data Science and Artificial Intelligence for the Travel Industry.

The mapping and analysis of over 41 thousand pieces of content – published during 2018 while the users were in Tuscany – show that the overall satisfaction of the users is very high, equal to 95.5% (calculated on the basis of the digital content produced by over 6,5 thousand unique users).

Rosso di Montalcino is the favorite wine with a positive rating of 97.1% , while among the10 most cited designations online are the Chianti Docg, (27% of mentions), followed by Brunello di Montalcino DOCG (13%) and Bolgheri Doc (9%).

Overall, digital content about Tuscan wines is growing rapidly: + 57% in the last year.

There are interesting growth rates for online mentions, meaning that the designations are getting more and more popular: Vernaccia di San Gimignano DOCG (+ 1.200%), Chianti Classico DOCG (+ 471%) and IGT Toscano (+ 275%) and Orcia Doc (+ 241%).

The online sharing of Tuscan wines is through images: 78% of posts shared in social media has an image accompanied by a text.

Instagram hosts vast social conversations about Tuscan wines: the post that obtained the most interactions ever in 2018, precisely December 13th – with 6,451 Like and 33 comments – is an image posted on Instagram that shows a Bolgheri Superiore Guado al Tasso of 1999.

The biggest number of posts and reviews about Tuscan wines took place from August to October. This is the time of the year when interest for wine and the grape harvest is at its highest point.

In particular, the last two months of 2018 recorded a + 109% and a + 162% growth respectively, compared to 2017.

The three most relevant websites that write about Tuscan wines are specialised online magazines:,,

In total there are 932 unique sources that deal with the topic online, for 6,545 unique users of which 46% speak English.