Paolo Fiorini, president of Garda DOC, expressed openness to the possibility of introducing ‘super-premium’ canned wines during the third annual Garda Wine Stories event in Lazise, Verona. Acknowledging the evolving landscape of wine consumption, Fiorini highlighted the potential appeal of canned wines, particularly among affluent consumers in the super-yacht community and those exploring the scenic Lake Garda region.
While emphasizing the need for a meticulous review process to accommodate such changes, Fiorini underscored the DOC’s commitment to innovation and adaptation to modern technologies. He envisioned canned wines as a practical solution for yacht owners seeking convenience and durability during their leisure pursuits.
Despite the diverse geographical scope of Garda DOC, spanning regions in Lombardy and Veneto, Fiorini emphasized a collective effort among producers to harness the commercial opportunities presented by Lake Garda. Initiatives to promote tourism activities such as sailing, hiking, and biking complement the region’s wine offerings.
Fiorini emphasized the importance of targeting Generation Z consumers, recognizing their significant purchasing power and willingness to invest in premium products. With a strategic focus on quality, Garda DOC aims to elevate its varietal Pinot Grigio and Chardonnay wines, positioning itself as a prestigious brand in the global wine market.
Expanding presence in the on-trade sector and enhancing visibility on restaurant wine lists emerged as key strategies endorsed by Professor Eugenio Pomarici. Pomarici’s research highlighted the latent potential of Garda wines in international markets, emphasizing the need for effective communication and branding efforts.
Addressing concerns regarding the sensory quality of canned wines, recent research findings recommended limiting Sulphur Dioxide (SO2) levels to enhance aromatics and extend shelf life. Scientists’ recommendations aim to improve the overall consumer experience and perception of canned wine offerings.
As Garda DOC continues its journey of exploration and experimentation, stakeholders remain optimistic about the region’s prospects in the ever-evolving wine industry landscape.
