IN BREVE
- Consorzio Franciacorta is launching a new cycle of touring festivals abroad to increase the international presence of the denomination.
- Following Vienna, events will take place in Lugano, Miami, and Munich, with a growing number of participating wineries.
- The events will include masterclasses and tastings to foster networking and relationships with a professional audience.
- Franciacorta is collaborating with Scuderia Classiche and participating in events such as Lugano Elegance and the 1000 Miglia Warm Up in Switzerland.
- This program aims to enhance the brand through storytelling and contact with key opinion leaders in the American market.
Consorzio Franciacorta is inaugurating a new cycle of touring festivals abroad with the aim of strengthening the denomination’s international presence through events dedicated to industry professionals, specialized press, and wine lovers.
After the debut in late April in Vienna, hosted at the Hotel Almanac, the 2026 calendar will continue with new stops in markets considered strategic for the sector. Scheduled appointments will be in Lugano on May 20, Miami on June 8, and Munich on June 29.
The events will be hosted by three high-end venues: the Hotel Splendide Royal, the Soho Beach House, and The Charles Hotel, A Rocco Forte Hotel. Participation from wineries is also growing. Following the 27 wineries present in Vienna, 41 producers will take center stage in Lugano, 10 are expected in Miami, and 22 wineries will participate in the Munich event.
MASTERCLASSES AND WALK-AROUND TASTINGS
The format of the meetings aims to combine technical in-depth study and direct relationships with the professional public. The program includes masterclasses led by expert sommeliers and walk-around tastings dedicated to meeting the producers.
The appointments are designed to encourage tastings, networking, and professional exchange in selected contexts. The Vienna and Lugano stages also include an evening opening for the public, with the aim of broadening the dialogue with enthusiasts and strengthening knowledge of the denomination in international markets.
COLLABORATION WITH SCUDERIA CLASSICHE
The international program is also expanding thanks to the collaboration with Scuderia Classiche, Franciacorta’s partner in events dedicated to the world of classic cars.
In Lugano, from May 21 to 23, Franciacorta will be a partner of Lugano Elegance, an event that combines wine and automotive heritage. The collaboration will then continue in Zurich from May 28 to 31 for the 1000 Miglia Warm Up.
MIAMI AND THE FOCUS ON STORYTELLING
The US leg will be enriched by an immersive event hosted at the Delano Hotel, reserved for a selected group of international guests.
The initiative is designed as an opportunity for direct relationships and storytelling to enhance the narrative of the territory and the denomination through engagement with key opinion leaders and stakeholders in the American market.
With this new international calendar, Franciacorta continues its path of brand enhancement in major foreign markets, focusing on a language that integrates wine culture, education, and lifestyle. A strategy that aims to consolidate the positioning of the Italian denomination in high-end international contexts.
