In the third part of the Critique of Pure Reason, Kant used the term transcendence in another sense: as a synonym for illusion. In the case of wine in Cyprus I am a bit more realistic and a bit more optimistic. Our wine has history, it has culture, it has gastronomy.

However, despite all these good things and the quality of our wines, we are missing something. We need to improve the value and appreciation of wine first in our society. We have to make sure that the local market recognizes the true value of our wines. 

We need to position ourselves better through strategy and marketing and ultimately ensure that the local market recognizes the quality of our wines and is also able to pay a bit more for them. Recognition and appreciation must begin with us first and then go outward. Only then will we be able to talk about recognition abroad and, as a result, large exports.

Wine has a lot to say. And wine tourism can be the driving force for society and especially young people to get to know the reality of wine much better. Wine tourism is the channel that can talk about wine in a calm way and above all with the consumer’s predisposition to listen to it, learn about it, appreciate it and proclaim it.

It is very important to tell the story of the wine, the effort and ultimately the story and content of how we make these wines. But that takes more than a social media post.