Taking home a half-finished bottle of wine will no longer be an embarrassing gesture, but an act of culture, responsibility, and respect for tradition.
“Ogni goccia racconta” (Every drop tells a story) is the new project launched by the Tuscany Region that transforms a simple habit into a symbol of sustainability and awareness.
Thanks to the collaboration with Vetrina Toscana, Confcommercio, and Confesercenti, 55,000 bottle bags will be distributed to restaurants in the regional network. The goal? To allow customers to safely take home any wine not finished at the table.
A small gesture with a thousand meanings: protecting road safety, reducing waste, enhancing the work of those who produce and serve wine, and promoting responsible consumption.
Wine as living heritage
In Tuscany, wine is not just a product: it is liquid landscape, collective memory, art poured into a glass. It is what unites the winemaker with the tourist, the hill with the village, the table with history.
The Regional Departments of Agriculture and Tourism and Trade remind us that Tuscan viticulture is a cornerstone of the regional economy and culture. And in times of global challenges, supporting the supply chain means defending an essential part of Tuscan identity.
Drink well, travel safely
The initiative also arose as a concrete response to the new rules of the Highway Code, which have made many consumers more cautious… perhaps too much so. “Every drop counts” invites us to find a balance: enjoy wine in moderation, take home what’s left, and drive safely.
The message is clear: wine culture is not fought with prohibitions, but with education and responsibility.
Sustainability and zero waste
Every bottle saved from waste is a small victory for the environment. Wine embodies the work of hands, time, and nature: every drop that goes home instead of ending up in the sink is a gesture of respect for all this.
Voices of the initiative
During the presentation, hosted by the Florence Chamber of Commerce, President Massimo Manetti emphasized how “wine bags” represent “a practical and intelligent way to combine food and wine culture with responsible consumption, without sacrificing the pleasure of conviviality.”
For Aldo Cursano, president of Confcommercio Toscana, “wine is culture, economy, and conviviality, not an enemy to be fought. Safety is defended with education and common sense, not with prohibitions that penalize restaurateurs.”
Franco Brogi of Confesercenti Toscana also emphasized the value of the project: “Drinking safely and responsibly is possible. We welcome an initiative that restores wine to its rightful place on the Tuscan table.”
Finally, Mauro Carbone, coordinator of Vetrina Toscana, recalled that “innovating means proposing concrete solutions that combine pleasure, safety, and sustainability, without betraying the convivial spirit of our land.”
Every drop tells a story
Behind every glass there is a story, a landscape, a working hand. “Every drop tells a story” invites everyone—restaurateurs, producers, and customers—to participate in that story.
Because in Tuscany, wine is never left half-finished.
