A strategic analysis for the future of the denomination between market data and buyers’ visions.
The conference “Garda DOC between Horeca and GDO: numbers, perceptions and perspectives” concluded yesterday, a moment of discussion and analysis promoted by the Consorzio di Tutela Garda DOC, dedicated to taking stock of the progress and positioning of the Garda DOC denomination within the Horeca channels and large-scale retail trade.
The event was an opportunity to preview the results of the research project developed by Wine Meridian , structured on two complementary levels: on the one hand, the qualitative and quantitative analysis conducted with the support of the Consorzio Distributori Alimentari (CDA) , focused on the performance of the denomination in the strategic areas of Northern Italy; on the other, a perceptive survey conducted with a panel of experts composed of sommeliers, journalists, opinion leaders, restaurateurs and bloggers.
“The Garda DOC denomination represents one of the most promising realities in the Italian wine scene, with ample potential for national Horeca growth – declared Paolo Fiorini, President of the Garda DOC Consortium – . For this reason, we have structured a project that aims to provide concrete tools and useful data to support producers in a conscious strategic path, capable of enhancing the peculiarities of the territory and the distinctive positioning of the Garda DOC brand in the contemporary market. This conference is part of a broader strategy, a complex and articulated project launched in 2022, which each year delves into a different area of the Garda DOC system. The goal is to build a strong and recognizable identity, capable of enhancing the link with the unique territory of Lake Garda and supporting the Consortium with concrete tools to face the challenges of distribution and brand positioning. ”
Of particular interest were the speeches by the speakers: Christoph Mack – CEO of Mack & Schuhle AG, Fabio Piccoli Managing Director and founder of Wine Meridian , Lucio Roncoroni General Director at CDA Consorzio Distributori Alimentari, Daniele Colombo Wine and spirit Category manager Esselunga, Helena Mariscal Director of Private Label and Exclusive Brand Purchasing at Mack & Schühle AG and Nicholas Moschi, Purchasing Director at Liberty Wines, who, during their speeches, provided the audience with different and complementary points of view, useful for understanding the dynamics of the Italian and foreign markets, both in traditional channels and in large-scale distribution.
“The Garda DOC denomination has all the characteristics to establish itself as a reference in the international wine scene: wines with a modern profile, accessible but never banal, capable of interpreting contemporary taste in the best possible way”, says Christoph Mack, CEO of Mack & Schühle AG. “But what makes this denomination truly special is the deep bond with a unique territory, which I know personally and have frequented for years. Lake Garda, with its mild climate, its scenic beauty and the culture of hospitality, gives the wines a strong and recognizable identity. Promoting Garda DOC means telling the story of not just a wine, but an experience, a place that the German public loves and with which they feel a strong affinity.”
Daniele Colombo, Wine and spirit Category manager Esselunga declared “ Esselunga believes in the value of localisms and is actively committed to supporting Made in Italy, promoting products that express the identity and tradition of our country. The wine sector is strategic: in addition to reserving ample space for it in our stores through wine shops, we have also created a dedicated e-commerce site. In the current wine panorama, the DOC Garda denomination has interesting growth potential, also thanks to the international fame of this territory. ”
“Today the Garda DOC project represents the experience of a truly contemporary territorial system. For the first time a consortium looks clearly, fearlessly and courageously, directly at the final consumer” adds Fabio Piccoli, Managing Director and founder of Wine Meridian and author of the study “It is not just about promotion, but about real, interdisciplinary involvement, which also includes figures such as buyers in the design process itself. This is a modern system, which has a vision to build. Garda Doc is, in this sense, an avant-garde denomination: a contemporary response. A model is being built where multiple identities coexist under a common vision. It is a project based on the sharing of values, intentions and perspectives, which focuses on the interconnection between value and origin.”
“Garda DOC is not just a denomination, but an identity platform capable of representing an advanced idea of Italianness: elegant, accessible, contemporary.” continues Lucio Rocoroni General Manager at CDA Consorzio Distributori Alimentari “To compete in a market where the value of the brand is central, the Garda DOC Consortium affirms a coherent and distinctive story, which combines the strength of the Garda territory with the credibility of a solid and professional distribution network. The challenge now is to build a shared narrative that crosses the supply chain, from production to catering, and that makes Garda DOC even more recognizable, and highly desirable. Only in this way will we be able to speak the language of the future. This study represents an important step towards achieving this goal.”
“ The Garda DOC project stands out for its strong orientation towards contemporaneity and a clear vision of the future of Italian wine. It is a denomination designed to intercept the tastes of an international, young, aware and curious public, who seek wines capable of combining quality, identity and pleasantness.” adds Nicholas Moschi Purchasing Director at Liberty Wines “At the same time, Garda DOC was created to enhance the experience, dedication and vision of local producers, who have been safeguarding the winemaking heritage of the Garda area for generations. Through constant work on style, qualitative coherence and narration, Garda DOC today presents itself as an authentic ambassador of Italian ‘drinking well’: a wine capable of representing the uniqueness of an extraordinary terroir, the refinement of its landscapes and the cultural evolution of taste, with an eye both to new generations of consumers and to the most demanding markets. The strength of the Garda DOC denomination lies in this balance between roots and innovation.”
“Garda DOC represents much more than a denomination for the German market: it is the authentic expression of an extraordinary territory that combines winemaking history, varietal biodiversity and a profoundly Italian lifestyle.” says Helena Mariscal, Director of Private Label and Exclusive Brand Purchasing at Mack & Schühle AG at the end of her speech, “ It is precisely this combination of quality, recognisability and emotional appeal that makes Garda DOC a unique and highly attractive proposition for the German market. Garda DOC is a denomination that combines the richness of iconic territories with a wide range of international styles and grape varieties that are already known and appreciated by the market. Its strength lies in the combination of quality, territorial identity and a brand with strong international appeal, easily recognisable and associated with the Italian lifestyle. With a significant presence of tourists every year on Lake Garda, wine tourism becomes a powerful promotional tool, strengthening the link between wine and territory. Furthermore, thanks to a distribution already oriented towards exports, Garda DOC is positioned as a natural extension for key markets such as Germany, Switzerland and France. Participation in trade fairs, the construction of a unique brand and targeted investments make Garda DOC a denomination with concrete international potential, capable of combining tradition and modernity in the glass.”
The analysis revealed a clear picture of the denomination’s potential, but also of its specificities already appreciated by the trade, such as versatility, freshness and the link with a territory of excellence known throughout the world for its quality of life and tourism.
The conference saw the participation of representatives from the world of distribution, buyers from the large-scale retail trade, operators from the Horeca channel and members of the Consortium, generating a comparison full of useful ideas for outlining future strategies for the promotion and distribution of the Garda DOC denomination.
The Consorzio di Tutela Garda DOC confirms once again, through its study, promotion and communication activities, its commitment to supporting the growth of the denomination with targeted actions, based on listening to the market and on the timely analysis of data.
