Durello&Friends 2025: Character and Prospects for Monti Lessini DOC

Durello&Friends 2025, an event organized by the Consorzio Tutela Vini Lessini on November 21 at the Winter Garden of the Crowne Plaza in Verona, offered a national forum on Italian Classic Method. The event took on particular significance for the DOC, with the entry into force of the modified production regulations. From this year, Classic Method sparkling wines bear the label Monti Lessini, while Charmat Method wines use the designation Lessini Durello.

The objective is to clearly distinguish the two types, defining Monti Lessini as the only Veneto DOC dedicated to Classic Method. A step aimed at simplifying market understanding and providing consumers with clearer recognition tools.

Gianni Tessari, President of the Consorzio del Lessini Durello, emphasized the context of this choice. “We are going through a rather complex moment – he states – at a global level. In this context, however, sparkling wines represent a category that responds to slightly different dynamics compared to other wine types.”

“This is why working on the enhancement of Classic Method and on the sparkling wine vocation – Tessari continues – of specific production areas becomes strategic, not only from a promotional perspective but also from a strictly commercial standpoint.”

Over 20 member wineries presented their interpretations of Monti Lessini DOC Classic Method and Lessini Durello DOC Charmat Method. A denomination capable of producing 1,200,000 bottles per year, of which approximately 35% are Classic Method. Alongside the Monti Lessini sparkling wines, the “Friends 2025” were also present for tasting. Specifically, three representatives from Trento DOC, Franciacorta, and Alta Langa. A frank and direct comparison among Italy’s most renowned sparkling wine regions.

This comparison was also featured during the masterclass “Territory & Grape Variety: Beyond Classic Method” led by Alberto Toffanello (AIS Veneto). Three flights of three wines each, divided by dosage (Pas Dosé, Extra Brut, Brut). In each flight, rigorously blind, two Monti Lessini and one “interloper” from one of the other denominations. The session clearly demonstrated how Durella, cultivated on the basaltic soils of Monti Lessini, generates recognizable expressions of minerality and acidity. Characteristics that find their full expression in Classic Method wines that mark the difference from the Chardonnay and Pinot Noir of the “Friends.”

According to the survey conducted by Nomisma Wine Monitor for the Consorzio Durello and presented by Evita Gandini, the Italian sparkling wine market is undergoing a transformation. The study sample includes 1,000 consumers between 18 and 65 years old, all regular sparkling wine drinkers. It reveals greater attention toward alternative products, with specific interest in Classic Method wines made from native grapes. A favorable scenario for Monti Lessini DOC.

Territory plays a decisive role in choices. 26% of respondents select a sparkling wine based on geographical origin. This is followed by product style (20%), producer reputation (18%), and designation of origin (14%). Veneto, Lombardy, and Piedmont are the most frequently cited regions.

93% of consumers prefer sparkling wines from Italian grape varieties. 84% report having consumed products made with the Charmat method, but Classic Method maintains a higher positioning. 50% state they prefer it, attributing superior quality to it.

The characteristics most associated with Classic Method relate to aromatic complexity and depth of flavors (22%), superior quality (18%), finesse and persistence of bubbles (18%), prestige and tradition (16%).

89% of the sample consumes sparkling wine primarily in social settings. Only 13% drink it more than once a month. The domestic channel prevails (67%), alongside significant out-of-home consumption (66%), where sparkling wine is the most ordered category in restaurants and wine bars.

The new denomination is attracting attention. 47% of the sample states they are willing to pay a higher price for a Classic Method sparkling wine from native grape varieties. The most receptive segments are “Luxury Experts” (60%), Millennials (51%), and Over 50 (50%). For these categories, territorial identity (58%), native grape variety (17%), and finesse of bubbles (14%) represent the most appreciated aspects.

Among non-users, barriers emerge related to price, perceived as high, and limited knowledge of the product’s distinctive features. Among regular consumers, the main areas for development concern a broader offering across different price ranges and increased innovation and experimentation.

The Italian market shows interest in sparkling wines that combine territorial identity, quality, and tradition. Classic Method, associated with native grape varieties and emerging denominations like Monti Lessini, proves to be a strategic lever for reaching a curious audience inclined toward experimentation. However, tastings, wine tourism activities, communication on social media and traditional media are essential. Along with storytelling about the territory and production techniques. It is necessary to educate potential consumers to appreciate and value Monti Lessini and Lessini Durello both in storytelling and by the glass.

The commercial transition to the Horeca market emerges as a critical point. The importance of beverage distributors was emphasized: “The Horeca channel is important for wine because it accounts for about 1/3 of its sales – states Bruno Berni (CFI Group) – and in this channel beverage distributors play a key role, absorbing 75% of it. Sparkling wines are the only growing segment and even a new product like Monti Lessini can find its space. However, it is necessary to choose correctly who to work with in the Horeca channel.”

To these considerations is added the perspective of Lucio Roncoroni (CDA): “The Horeca channel today represents one of the most sensitive and strategic places for understanding the evolution of the wine market. Sparkling wines, however, represent a significant exception: they are the only growing wine segment.” Therefore, training and collaboration along the supply chain are essential to enhance a denomination capable of expressing identity, authenticity, and authority.