Prowein 2023: the Lugana DOC increasingly wine destination for the national and international public

The Lugana DOC Consortium will be present at the next ProWein, which will be held in Düsseldorf from 19 to 21 March 2023, with a stand (Halle 15/E41) which will host a wide selection of the best Lugana wines to accompany visitors on a journey through the Denomination of the Lake Garda. 2023 starts with the best of conditions, with important data that provide a more than positive overview of 2022: Lugana is confirmed as a DOC in full health, which wants to invest in the promotion of the denomination as a wine destination, having as strengths the proximity of Lake Garda and the great tourist demand from international users. The numbers 2022 Flagship of the Lake Garda area in the world, with 210 members, including winegrowers and bottlers, and 2560 hectares of vineyards, the Lugana DOC observes regular growth in production which at the end of 2022 reached 27,900,000 bottles produced (against of 27 and a half million produced in the whole of 2021) for a total of 209,181 bottled hectoliters. “2022 was a positive year: the Lugana DOC proved to be, by renewing the positive trend compared to 2021, one of the few Italian denominations bucking the trend with respect to the uncertainty that characterized the markets, particularly in the second half of the year. year and which see many wines declining compared to the previous year (-3.5% in value according to the Federvini Nomisma Observatory)” explains Fabio Zenato, president of the Consortium for Protection The average price of grapes and bulk also confirms the moment d'oro and the real economic value of the Lugana denomination: average price of the grapes equal to €1.90 per kg and of the wine €3.65 per liter (data from the Chamber of Commerce of Verona). The commercial priority of Lugana remains the Ho.Re.Ca. channel, i.e. the bar and catering. Export Germany continues to be a very important market for the Lugana Doc, which joins other strategic objectives such as the US market, on which the promotional action was concentrated in 2022 with a Destination Lugana tour which was highly successful trade and public. Furthermore, new channels were opened and existing ones such as Japan and the United Kingdom were consolidated. 2023 Objectives Among the main objectives for 2023, which will involve macro-themes such as the sense of belonging and awareness of the value of the Lugana area and the promotion of Lugana as a wine destination, there will be a communication that aims to enhance the strengths of the Denomination both in Italy and abroad: “We are talking about a wine produced with a single vine, the Turbiana, which benefits from a soil derived from the important glacial thrust and a microclimate linked to the lake breeze regime. The land where this vine is grown overlooks the banks of the Bènaco and, therefore, in an environment with a strong "territorial" character. Unique and unrepeatable elements of nature that make Lugana a true excellence of its kind” concludes Fabio Zenato. Consorzio Tutela Lugana DOC Located between the two provinces of Brescia and Verona, the Lugana DOC extends into just 5 municipalities among the hills on the southern shores of Lake Garda, a true jewel region from a wine-growing point of view. This Mediterranean microclimate, combined with the characteristics of the native Turbiana vine, gives life to a unique white in Italy for its personality, characteristics and versatility. The Consortium for the Protection of Lugana was founded in 1990 with the aim of protecting and enhancing the “Lugana” denomination and its wine. Today it brings together 90% of Lugana producers. Its action develops with equal energy in two directions: towards the external public to promote the territory and its wine and, within the DOC, towards the producers themselves.