ABSTRACT
This book simply tells one story: the story of Food and Wine Events (FWEs) and how they affect and are affected by people and organizations. The world of Food and Wine events is complex: it includes professional events, events for “foodies” or “winos” (the names scholars have given to food and wine lovers); festivals organized by local associations or by municipalities; events organized under the impulse of a market demand or for exploiting some public funds that are available and strictly addressed to this scope; etc…. Every event has its own story: some grow slowly year by year; others boom and eventually blow up; others have an initial success, but then, as the emotional (and financial) involvement of stakeholders decreases, they become risky to manage; other events mature and become institutions (Chapter 3); other events became food and wine focused after having achieved a notoriety among visitors (Chapter 8). The inner peculiarities of each event are the main reason why most of the literature on food and wine events consists of cases.
