The Garda DOC Consortium looks to the future: low-alcohol, new consumption trends, and international markets are the focus of the Lazise conference.

A rapidly growing appellation, capable of interpreting market changes and addressing the evolving needs of international consumers. This was the message that emerged from the conference "Garda DOC: Growth Strategies and Perception in International Markets. Low Alcohol, Versatility, and New Consumer Trends," promoted by the Garda DOC Consortium at the Dogana Veneta in Lazise. The meeting brought together scholars, journalists, and international opinion leaders to explore the role that low-alcohol wines and new consumer trends could play in the future development of the appellation.

“ Addressing the topic of low-alcohol wines today means carefully analyzing the evolution of international demand, understanding new consumption patterns, and anticipating the changes affecting the global wine sector,” said Paolo Fiorini, President of the Garda DOC Consortium. More and more consumers are seeking versatile, contemporary wines that reflect a more conscious approach to drinking, without sacrificing quality, authenticity, or a connection to the territory. In this scenario, the role of a denomination is to interpret change with responsibility and strategic vision, transforming new trends into growth opportunities for businesses. As a Consortium, we were the first Italian denomination to introduce a reduced-alcohol typology into the regulations, a pioneering choice that demonstrates the Garda DOC's desire to innovate and provide producers with concrete tools to meet the demands of international markets, while remaining firmly anchored to its core values. It is precisely in this spirit that this conference within Garda Wine Stories was born: a project that aims to go beyond promoting the denomination, but also to serve as a permanent observatory on the main wine markets, consumers, and the trends that influence their choices. Bringing together analysts, journalists, Masters of Wine, operators, and producers means building knowledge, encouraging discussion, and offering companies useful tools to face future challenges with greater awareness. Garda is a region that has always had a strong We have been able to evolve without losing our identity: the growth of our denomination depends on our ability to look ahead, invest in innovation, and continue to enhance what makes us unique in the Italian winemaking landscape .”

Opening the proceedings, Paolo Fiorini, President of the Garda DOC Consortium, outlined the evolution of the appellation and the results achieved in recent years. With over 23 million bottles bottled in 2025 , the Garda DOC achieved its best result ever, consolidating a growth path that began in 2016 and is supported by the ability to offer contemporary, versatile wines that are in tune with market demands. Among the most recent innovations introduced by the regulations is the possibility of producing Garda Garganega with a minimum alcohol content of 9% ABV , a choice that places the appellation at the forefront of interpreting new consumer demands.

On the regulatory and production fronts, Professor Eugenio Pomaric of the University of Padua outlined the landscape of zero- or reduced-alcohol wine products, highlighting how the NoLo segment currently represents one of the most dynamic phenomena in the global winemaking landscape. Although still a young market, growth rates are significant and buck the decline in traditional wine consumption. Based on the data presented by Professor Pomarici, the future success of the sector will depend on the ability to further improve the organoleptic quality of products, the evolution of dealcoholization technologies, and support for research and innovation.

Patrick Schmitt MW , editor-in-chief of The Drinks Business , provided an in-depth look at the United Kingdom, analyzing the growth opportunities for low-alcohol wines in the British market. The study highlighted how changing consumer attitudes toward alcohol consumption and the introduction of tax systems increasingly tied to alcohol content are redefining the UK wine sector. In this context, low-alcohol wines represent one of the most promising segments in terms of growth. The analysis highlighted how demand is driven by the search for lighter products, suitable for moderate consumption and compatible with wellness-oriented lifestyles. At the same time, Schmitt emphasized the importance of identifying the right positioning, pricing, and distribution strategies to effectively capture this growth. In this context, Garda DOC wines represent a response to market demand, thanks to their focus on freshness, drinkability, and versatility, and are a key development in a market that continues to reward innovative offerings without sacrificing quality and territorial identity.

Also particularly significant is the analysis of the German market presented by Karin Eymael , editor-in-chief of Weinwirtschaft and Meininger's International. The data illustrated revealed very strong growth in the non-alcoholic and low-alcohol wine segment, driven by a greater focus on health, technological innovation, and evolving lifestyles, despite a general decline in wine consumption. According to Eymael, naturally low-alcohol wines, in the German market—which continues to be one of the world's leading markets and a strategic partner for Italian wine—can represent a concrete opportunity for appellations capable of combining territorial authenticity, sustainability, and quality.

The theme of the cultural evolution of consumption was explored in depth by Alessandra Piubello, a journalist for Decanter. She approached the topic of low-alcohol wines from a perspective that was both concrete and strategic, questioning their role in the future of the sector. Rather than providing definitive answers, her presentation sparked a reflection on the relationship between innovation, identity, and new consumption habits, highlighting how the true challenge for the wine world is to understand and embrace change without losing authenticity and cultural value.

The conference concluded with a roundtable discussion moderated by oenologist and wine expert Sissi Baratella , during which speakers, journalists, and producers shared insights and strategies for the future of the appellation. The discussion highlighted the need to continue investing in research, communication, and international market analysis, while simultaneously leveraging the strengths that make Garda DOC unique in the Italian wine scene: production versatility, territorial identity, and the ability to respond to consumer trends.