IN BREVE
- Lugana DOC closes the latest vintage with positive indicators, confirming a solid structure and value throughout the supply chain.
- Fabio Zenato, President of the Consorzio, emphasizes the importance of protecting the value of winegrowers’ work, not chasing volumes at any cost.
- Production stabilizes above 206,336 hectoliters, returning to pre-crisis levels from hail events.
- The average shelf price reaches €9.10 per bottle, highlighting the wine’s mid-to-premium positioning.
- The Consorzio is committed to internationalization, participating in Wine Paris and ProWein 2026, with a focus on DACH markets.
In a global context marked by profound changes in the wine market, Lugana DOC closes the latest vintage with positive indicators. The Denomination confirms a solid structure and a consistent ability to generate value throughout the supply chain, while maintaining a strategic line oriented toward quality and positioning. At the same time, the internationalization process continues, with presence at major European trade fairs, starting with Wine Paris and ProWein.
“Beyond the numbers,” comments Fabio Zenato, President of the Consorzio Tutela Lugana DOC, “what emerges is the extraordinary resilience of the ‘Lugana system.’ After the climate challenges of recent years, it was not a given that we would return to performing with this authority. The stability we are seeing today is the result of a precise strategic choice: we have not chased volumes at any cost, but have protected the value of our winegrowers’ work. Today, Lugana is not just a wine that sells well, it is a territorial asset that guarantees security to the entire supply chain.”
PRODUCTION AND ECONOMIC VALUES
From a production standpoint, the denomination shows substantial stability. Volumes stand above 206,336 hectoliters, equal to 27,511,466 bottles. A figure that brings production back to levels in line with vintages prior to the hail events that struck the territory in 2023.
Economic positioning also confirms the resilience of Lugana DOC. The Consorzio continues to position the Garda wine in the mid-to-premium range of international whites. The average shelf price reaches €9.10 per bottle, according to Nielsen data. The value of grapes remains at an average of €2.08 per kilogram, as reported by the Verona Chamber of Commerce.
TRADE FAIRS AND FOREIGN MARKETS
In this consolidation scenario, the Consorzio strengthens its commitment to international markets. Lugana DOC will be present at Wine Paris from February 8 to 10, an event increasingly central for international buyers and particularly attentive to quality white wines and denominations recognizable for their territorial identity. Supporting the trade fair activity are two invitation-only meetings dedicated to industry professionals.
PROWEIN AND CONNECTION TO THE TERRITORY
The internationalization strategy will continue with collective participation in ProWein 2026, scheduled in Düsseldorf from March 15 to 17. Attention remains focused on the DACH countries, with Germany confirmed as the primary reference market for Lugana DOC. A relationship that goes beyond the commercial sphere and also involves wine tourism, supported by the growing flow of visitors from German-speaking areas to Lake Garda.
“Through participation in Wine Paris and ProWein 2026, the Consorzio Tutela Lugana DOC demonstrates its commitment to supporting the Denomination in foreign markets, enhancing the connection between product quality, territorial identity, and international recognition,” comments Director Edoardo Peduto. “These events represent valuable opportunities to build lasting relationships with buyers and operators, and to consolidate Lugana’s positioning among the leading Italian whites on the global stage.”
