It’s a busy autumn for the Lugana DOC Wine Consortium, which will be occupied from 17th October to 10th November with a packed promotional tour which includes 10 separate events in a total of 5 American cities: Boston, New York, Philadelphia, Los Angeles and Chicago.
The events, particularly geared to the media, will be an opportunity to introduce smaller firms which are yet to be exported to the vast transatlantic market.
Consortium President Luca Formentini, who will attend every event in person alongside Director Carlo Veronese, explains: “Our main aim is to promote the DOC, consolidating established markets while at the same time opening up new ones. My presidency coincides with a shared and targeted strategy which has opted for the USA as a major market for investment for the Consortium’s promotional activities. Since 2014 we have devoted substantial resources to the country (it’s the individual market which receives most investment) and we maintain a constant presence, with a record 10 events taking place in 2016. Indeed, we have seen growing numbers of our “typical consumer”, who needs to have fair degree of basic wine knowledge as well as the curiosity to seek out a product with a distinct identity, which should be understood and chosen with an open-minded approach. This also allows us to fine-tune our message as a small DOC with exceptional quality and a marked personality“. The figures indicate that the Consortium is right: Germany remains the number-one market, but the USA is gradually gaining ground.
The tour will begin in Boston on 17th October, followed by three more stops on the East Coast: New York on the 18th, Philadelphia on the 20th and New York again on the 24th, finishing in Los Angeles on the 26th. A brief return to Italy, just about time to get over the jet lag, and it’s off again to Chicago. Here, on 8th November (election day), there will be an event for authorised dealers, followed by the conclusion of the promotional season on 10th November with the prestigious “Chill” event organised by Wine Spectator, one of the sector’s most authoritative magazines. On this occasion the Consortium will present its Lugano wines paired with dishes by 50 leading chefs at a charity dinner for the benefit of 3 associations.
At each stage of the tour, the Consortium will be accompanied by prominent wine experts from the city in question, bringing in a total of over 250 key interlocutors who can influence consumer trends.
Such a large-scale programme by the Consortium is justified by the fact that in recent years the export of Lugana wines – more than 70% of production – has contributed to the growth of this white wine, made in the Garda region from Turbiana grapes: between 2008 and 2015 the land devoted to vineyards increased by 62%, from 831 hectares to 1,431 hectares today. The number of bottles produced has almost doubled, from 7.3 million in 2008 to 13.9 million for the latest vintage.
For further information, follow the Consorzio Tutela Lugana on social media, or contact us:
Distributed by PREngine
Company Name: Unica Comunicazione
Contact Person: Luca Formentini
Phone: +39 0309128114
City: Desenzano del Garda