BRUNELLOPOLI: A WINE SCANDAL UNDER THE TUSCAN SUN

The international success of Brunello wine has fostered economic growth in Montalcino, a small country village in Tuscany where Brunello is produced. In 2008, a scandal shocked the flourishing Montalcino wine-based economy when international press published rumors and news about fraudulent Brunello. This article focuses on the issue of crisis management in a local industry by exploring the dynamics of a wine scandal, the reactions of various people and organizations to press reports, and the potential impact of these press reports on tourism. Analysis of the data collected through indepth interviews with 12 key informants has shed light on the role that media can have on shaping tourists' expectations, depending on their degree of involvement and knowledge of wine. Some suggestions for practitioners are provided in order to increase the level of awareness of the consequences that poor crisis management can have on the whole economic system of a single product.