A new tourist centre in the heart of Chateauneuf du Pape has been opened by French wine producer Skalli.

Skalli will provide visitors with a tour of its cellars, along with the chance to sample some of its finest vintages in the wine bar located within the winery's grounds, Harpers Wine & Spirit reports.

Tourists will also be offered introductory lessons covering wine and aromas, and the relationship between wines and chocolates.

Owner and chairman of Skalli Family Wines Robert Skalli told the publication that the modern consumer wants to learn about produce, and vintners should try and develop buyers' relationships with wine.

"We can now welcome thousands of visitors to Chateauneuf du Pape … to discover our fine Rhone Valley wines, in the tranquillity of the 100-year-old grounds," he explained.

The Italian town of Barolo recently opened a new interactive museum, which seeks to get visitors to engage with the physical exhibits used in the region's winemaking.