IN BREVE
- Collio Evolution began today in Gorizia and is scheduled to run until October 27.
- The research presented by Nomisma analyzes the perception and value of Collio among wine consumers, highlighting new opportunities for enhancement.
- Collio is positioned as a leader among Italian hills producing quality whites, with growing awareness among consumers.
- Wine tourism emerges as an opportunity, with significant interest in tastings and activities related to the wines of the wine region.
- Luca Raccaro, president of the Consortium, expresses satisfaction with the results and the mission to tell the story of Collio’s evolution.
Collio Evolution 2025 kicked off this afternoon, the first institutional event dedicated to the Collio denomination, promoted by the Consorzio Tutela Vini Collio. The event, scheduled until Monday, October 27, between Gorizia and Cormons, opened with the conference “Collio Evolution: the future starts from the Present,” hosted at the Prefecture of Gorizia.
During the meeting, the research “Collio Experience. Perception, value and future of a territory between wine and wine tourism” was presented, conducted by Nomisma Wine Monitor for the Consortium. The study, curated by Denis Pantini, analyzes the awareness, positioning, and prospects of Collio among Italian wine consumers, outlining new enhancement opportunities for the denomination.
COLLIO AMONG THE MOST RECOGNIZED ITALIAN TERRITORIES FOR QUALITY WHITES
The research, conducted on 1,500 Italian wine consumers, confirms that Friuli Venezia Giulia is among the most appreciated regions for the production of quality still whites, indicated by 13% of respondents, second only to Alto Adige (15%). In detail, Collio ranks first among Italian hilly territories producing premium whites, tied with Soave, both at 13.4% of responses. Following are the hills of San Gimignano (Tuscany) and the areas of Terlano, Appiano, and Termeno (Alto Adige).
Almost all regular white wine consumers know at least one Collio denomination. However, only 53% are aware of its actual origin from this territory. Knowledge of Collio thus emerges as a decisive lever to expand the consumer base, especially for native varieties like Ribolla Gialla and Friulano, which are less recognized compared to international ones like Pinot Grigio or Sauvignon, present in the area since the late nineteenth century.
CONSUMERS CHOOSE COLLIO AWAY FROM HOME AND REWARD ITS FRESHNESS AND BALANCE
The survey shows that Collio wines are mainly consumed away from home, in restaurants and wine bars, while purchase for home consumption remains marginal.
The most cited strengths are the balance between body and freshness and aromatic complexity.
These characteristics make Collio whites particularly appreciated. The profile of the Collio “real user” is a man between 30 and 45 years old, with high education, medium-high income, attention to sustainability, and interest in wine tourism.
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THOSE WHO DO NOT CONSUME COLLIO WINES EITHER KNOW LITTLE ABOUT THEM OR CANNOT FIND THEM
Among those who do not consume Collio wines, 46% cite lack of knowledge as the main reason, while 24% complain about lack of availability in restaurants or their usual points of sale. Despite this, 9 out of 10 of these consumers declare curiosity and willingness to try them. According to Nomisma, direct communication and a more widespread market presence remain strategic levers to increase the distribution of the territory’s wines.
WINE TOURISM: A STRATEGIC ENGINE FOR THE FUTURE OF COLLIO
The theme of wine tourism has emerged as one of the most promising keys for the future of the denomination. One in two Italians among regular wine consumers engages in wine-related travel, with higher percentages among millennials (30-44 years old), wine experts, and people with higher education and income levels.
13% of Italian wine tourists have already visited Collio, and over 40% declare their intention to go there in the future. Among the main reasons are the beauty of the landscape (94%), the quality of the wines (90%), and the organization of the hospitality (83%). The most desired experiences include tastings at the winery (23%), lunches with wines and typical products (17%), guided tours of the cellar and vineyards, as well as direct purchases from producers.
COMMUNICATION AS A TOOL FOR ENHANCEMENT
The research indicates that experiential communication is the key to strengthening Collio’s awareness. The most effective methods, according to consumers, are tastings in restaurants and wine bars (21%), participation in dedicated events and festivals (17%), and wine tourism initiatives (13%).
Social networks and influencers, on the other hand, are more relevant tools for young people under 30, with a preference rate rising to 18%. “Knowledge and direct experience of the territory remain the most effective keys to strengthening the perceived value of Collio and attracting new consumers, especially among the younger generations,” emphasized Denis Pantini, head of Nomisma Wine Monitor.
LUCA RACCARO: “COLLIO EVOLUTION IS THE FIRST INSTITUTIONAL EVENT OF THE DENOMINATION”
«We are very pleased with the results of this research, which confirm the positive perception we had of our territory and its wines,» stated Luca Raccaro, president of the Consorzio Tutela Vini Collio. «We are also proud, together with the Board of Directors, to have created Collio Evolution: the first institutional event of the Denomination, designed to tell the story of Collio and its ability to evolve, combining tradition and innovation.»
The program continues tomorrow, Sunday, October 26, and Monday, October 27 with technical tastings, walk-around tastings, meetings with producers, and the Collio Prize ceremony, now in its 18th edition. The protagonist of this first edition is Friulano, the territory’s identity wine, interpreted by over 50 wineries through a wide range of vintages, a symbol of the evolution of a wine-growing area that looks to the future starting from its roots.
