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.

new Valpolicella Classico DOC by Domìni Veneti, the result of a deep listening to the territory and its evolutions. Fresh, modern and with a low alcohol content, this red interprets tradition in a contemporary way, designed for a new generation of enthusiasts.

There comes a time when even the most ancient territories feel the need to breathe a different light, to interpret their essence with a lighter step, without losing depth or coherence. It is from this listening to the land, the climate, the consumers that the new challenge signed Domìni Veneti is born: an unprecedented Valpolicella Classico DOC that marks a stylistic and cultural turning point.

Fresher, more agile, more modern. A red that invites sharing, without sacrificing the typical complexity of the denomination.

“This Valpolicella represents an evolution of our territory: a fresher wine, with a lower alcohol content, designed for a consumer who is attentive to quality but also curious about new experiences. Our challenge is to combine tradition and innovation, offering an authentic expression of Valpolicella that adapts to more modern and versatile styles of consumption. It is a wine that tells our identity, respecting the character of the denomination but with a new character, perfect for those looking for elegance and freshness in the glass,” says General Manager Daniele Accordini.

The result of observation, selection and technical intuition, this new wine is the child of the hills of Valpolicella Classica, where the grapes ripen slowly and precisely, preserving acidity and fragrance. It is the result of a winemaking process designed to enhance freshness, fruit and drinkability, three key words that, today more than ever, tell the story of the desire of a new generation of enthusiasts . Previewed at Vinitaly 2025, accompanied by an evocative label, it suggests a simple but symbolic gesture: making red accessible even in summer, outdoors, in informal moments, paired with fresh, quick, everyday dishes. This new Valpolicella Classico will be available on the Horeca market starting in June .

“This product represents a new challenge for Domìni Veneti, a path that we are enthusiastically undertaking also in the face of new trends, the demands of young consumers and the input we receive from emerging markets. It is a slow, non-uniform change but one that we look at with great interest. Growing means innovating, without ever betraying our roots: we do not want to replace, but rather support the traditional profile of our identity, offering different interpretations capable of communicating with different audiences and contexts” says Alessia Ceschi, Vice President of Cantina Valpolicella Negrar

This new wine is the most recent manifestation of a broader path, which Domìni Veneti has been pursuing for years with technical rigor and strategic vision. The winery’s production philosophy evolves to embrace new styles without distorting its identity, maintaining the transparency of the supply chain and the artisanal precision that have made it a point of reference for high-altitude Valpolicella. The search for balance between innovation and territorial coherence materializes in every detail: from the choice of hillside vineyards to controlled fermentations, from the delicacy of extraction to alcohol containment, up to the fluidity of the sip.

ANALYTICAL DATA

Alcohol content 11.50% Vol.

Residual reducing sugars 2g/l

Total acidity 6.6 g/l

Net dry extract 23.00 g/l

pH 3.25

VINEYARD

Obtained from native grapes such as Corvina, Corvinone and Rondinella. Located in the Valpolicella Classica area at an altitude between 250 and 500 meters above sea level. Type of soil: calcareous, shallow and of medium fertility, originating from marine deposits. Fully irrigated grassy vineyard. Training system: double pergola. Age of vines in production: from 20 to 25 years. Load of buds per vine: 15. Planting density: 3,000 vines per hectare.

PRODUCTION

Harvest: First week of October with exclusively manual selection. Soft pressing with destemming of the grapes. Fermentation at a temperature of 20° to 22° C. Maceration for 5 days. Aging in steel tanks. Stabilization: natural.

TASTING NOTES

Color: light ruby red, with bright shades. Bouquet: lively fruity with combinations of flowers and red fruits, evident notes of cherry, raspberry and pepper. Taste: dry, slightly acidic, medium-bodied, with great flavor and a long aftertaste.

FOOD PAIRINGS

Perfect as an aperitif, it pairs well with meat-based starters and fresh pasta.

Serving temperature: 8°-10° C.

With Enantio Red Point and Pinot Grigio Rivoli, the Veronese company brings the identity of Terradeiforti to the British capital, promoting Italian wine culture abroad.

Telling the identity of Terradeiforti in London : Roeno represented a model of winemaking excellence during the celebrations for the Republic Day at the Italian Embassy . On the occasion of the event, which brought together institutional figures, entrepreneurs and members of the Italian community in the United Kingdom, the winery from Brentino Belluno (Verona) presented two of its most distinctive labels: the refined and territorial Pinot Grigio Rivoli and the Enantio Red Point , a native red that expresses all the authenticity of the Valdadige Terradeiforti.

“For Roeno – says Martina Centa , brand manager of the company – this participation has offered an important opportunity to create relationships with the protagonists of the Italian scene in London and a moment of great visibility for our wines in a high-profile international context. Being able to attend an authoritative event such as the celebration of the Festa della Repubblica confirms our commitment to promoting Italian wine culture abroad and to valorizing the excellence of the territory”.

Roeno has always focused on agronomic and oenological research to create quality productions . Pinot Grigio Rivoli , in fact, born from the zoning project started in 2000 to redeem a very widespread but often undervalued grape variety. Elegant, harmonious, with a great balance between acidity and minerality, the wine is the result of careful manual harvesting and aging first for 10 months in tonneau and then for 12 months in the bottle. Enantio Red Point , on the other hand, tells the story of the native variety of Terradeiforti, enhanced and rediscovered by Roeno. An identifying red that ages for about 10 months in tonneau and that stands out for its structure, for its complex aromatic profile, for its acidity and well-integrated tannins.

Japan and South Korea are increasingly confirming themselves as reference markets for Italian fine wines.

Over 800 people including press, trade and industry professionals attended the institutional event of the 18 IGM wine families.

The institutional appointments of Istituto Grandi Marchi in the world’s wine capitals continue. After the stops in New York and Toronto last October, the 18 wine families set off for Tokyo and Seoul, two of the reference metropolises for the Italian fine wines market. A double appointment that highlighted the growing interest of these two countries for quality Italian wine, a trend already outlined by the Nomisma Wine Monitor survey on the positioning and prospects of Italian fine wines in the Far East, presented in Rome in December 2023. Japan and South Korea, in line with the results of the survey, proved to be the two most strategic markets in the Far East, both in terms of consumption and perception, outlining even rosier prospects for the future.

“ We are back in Asia, in Tokyo and Seoul, with the most important institutional event of the year for IGM, in the presence of all the members of the Group’s families. A double event – said Piero Mastroberardino, President of IGM – which has allowed us to further consolidate the positioning of our wines in this area of the world, in synergy with the activities regularly carried out by our companies with their importers. Japan and South Korea have once again proven to be two key markets for fine wines, thanks to quality Italian catering and the notable level of consumers, attentive, curious and in tune with our production philosophy, who never miss an opportunity to visit our territories. We were pleased to have given continuity to this cultural and commercial commitment and to have contributed, once again, to the growth of excellent Italian wine through meetings with the trade, press, expert sommeliers and great professionals from the catering world”.

This mission is in fact part of a long-standing project. The initiatives of Istituto Grandi Marchi in the Far East began in 2005 in Tokyo, immediately after the birth of the Group, with the first institutional event, which was followed by the meeting in South Korea the following year. An ongoing commitment that has made IGM one of the first Italian wine companies to be a protagonist in these territories, organizing masterclasses and meetings with producers, dedicated to the enhancement and promotion of the culture of quality Italian wine.

The double Asian event opened on Monday 2 June, coinciding with the Festa della Repubblica, in the magnificent spaces of The Peninsula Hotel in Tokyo, which first hosted the masterclass led by Isao Miyajima, journalist and wine educator, followed by the Walk-around tasting to discover the Group’s great labels. A tasting journey of the highest level for an opportunity to delve into the territories, stories and high quality standards that make the Institute’s cellars one of the greatest examples of Italian winemaking excellence.

On Wednesday 4 June, it was Seoul’s turn with the masterclass led by wine educator In Soon Lee, at the JW Marriott Dongdaemun, followed by the traditional Walk-around tasting which also here, in South Korean territory, was met with great appreciation.

“ It is thanks to events like these – he concluded Piero Mastroberardino – that Istituto Grandi Marchi continues to promote and enhance the vines, the terroirs and the great people who every day write the excellence of Italian wine, through education in the correct culture of wine and awareness towards conscious consumption, messages of which the IGM families have always been spokesmen.”