Pasqua Wines continues to redefine the boundaries of contemporary Italian wine, strengthening its positioning as one of the most innovative players in the global wine scene. In 2026, the Verona-based winery combined cultural patronage, artistic experimentation and enological research in a single narrative, unveiled during its annual press conference at the Archaeological Museum of the Roman Theatre in Verona. At the heart of this vision stands the fifth edition of Hey French: You Could Have Made It But You Didn’t, a project that has become a symbol of Pasqua’s unconventional identity and a benchmark for innovation in Italian fine wine.
A Cultural Strategy Rooted in Verona
Pasqua Wines has reinforced its long-term commitment to cultural investment by becoming a sponsor of the Estate Teatrale Veronese 2026, one of the city’s most significant cultural events. The festival, held between June and September at the historic Roman Theatre, explores the theme “(H)Earth of Glass,” focusing on the concept of Earth as a living and fragile matter, as well as a cultural and symbolic foundation.
This partnership reflects a broader strategy that has seen the winery invest approximately €7 million in cultural projects since 2018, both in Italy and internationally. From immersive installations to collaborations with global artists, Pasqua has consistently used art as a language to communicate its vision of wine.
The Roman Theatre itself, one of the most important ancient theatres in northern Italy and a monumental complex dating back to the Augustan age, provides a powerful setting where history, architecture and contemporary creativity converge.
By supporting initiatives like the Verona Summer Theater Festival, Pasqua strengthens the dialogue between wine and art, positioning itself not only as a producer but as a cultural actor within the territory.
Hey French by Pasqua Wines: A Radical Wine Project with Global Impact
At the core of Pasqua’s identity lies a commitment to experimentation, and no project embodies this more than Hey French. Since its first release, the wine has challenged traditional winemaking conventions through the use of a multi-vintage blend, a technique rarely applied to still wines in Italy.
The fifth edition marks a further step in the evolution of the project. Presented in 2026, it blends six vintages—2020, 2022, 2019, 2018, 2024 and 2015—selected for their expressive potential and elegance. From 2019 onwards, Pasqua introduced joint maceration, followed by aging in barriques and tonneaux for six to eight months and further refinement in stainless steel before final blending.
This process results in a wine of remarkable complexity and aging potential, capable of expressing both technical precision and creative vision. Each edition is conceived as a “site-specific” work, interpreting the volcanic terroir of Monte Calvarina, where vineyards reach up to 500 meters above sea level.
The 2025 performance of the label confirms its growing international relevance. The wine doubled its global revenue within Pasqua’s Icons portfolio, driven by key markets such as Italy, the United States and the United Kingdom.
Sensory Identity and Contemporary Expression
The fifth edition of Hey French stands out for its layered aromatic profile. Notes of exotic fruit intertwine with chamomile and sage, while hints of rose petals add freshness. On the palate, the wine reveals complexity and balance, with almond nuances from Garganega, herbal tones from Sauvignon Blanc and a distinct volcanic minerality that enhances its depth and drinkability.
This stylistic approach reflects Pasqua’s broader philosophy: wine as a contemporary cultural expression, where craftsmanship, terroir and creative freedom converge.
As CEO Riccardo Pasqua stated during the presentation, the project represents the transformation of a bold intuition into a concrete reality, shaped by technical expertise, sensitivity and dedication.
Art, Identity and the Language of a New Generation
The artistic dimension of Hey French is an integral part of its identity. The label of the fifth edition is signed by Cuban-born artist CB HOYO, whose visual language combines irony, social commentary and contemporary aesthetics.
His involvement extends beyond the label itself. In April 2026, a site-specific installation by the artist will be displayed on the external façade of the Roman Theatre, inviting audiences—especially younger generations—to reconnect with live performance and cultural experiences.
This initiative reflects Pasqua’s ability to engage with new audiences through a language that resonates with Gen Z, blending wine, art and urban space into a unified narrative.
A Long-Term Vision: Wine as Experience and Cultural Value
Pasqua Wines’ strategy goes beyond product innovation. Over the past decade, the company has built a distinctive positioning based on the integration of wine, art and experiential storytelling.
From international exhibitions, such as its collaboration with London’s Saatchi Gallery, to the launch of global artistic open calls—such as the 2026 initiative that attracted around 200 artists worldwide—the winery continues to invest in projects that expand the cultural dimension of wine.
This approach aligns with a broader transformation in the wine industry, where brands are increasingly required to offer not only quality products but also meaningful experiences and narratives.
Pasqua Wines: A House of the Unconventional
Founded in 1925, Pasqua Wines has evolved into what it defines as the “House of the Unconventional,” a creative laboratory where tradition meets innovation. With the third generation of the Pasqua family now leading the company, the winery continues to expand its global presence while maintaining a strong connection to its Venetian roots.
Recent strategic moves, including international partnerships and investments in projects such as the Pantelleria estate of Carole Bouquet, confirm the company’s ambition to position itself at the crossroads of wine, culture and global lifestyle.
With the fifth edition of Hey French and its continued investment in cultural patronage, Pasqua Wines demonstrates that the future of wine lies not only in the vineyard, but also in its ability to engage with the world through creativity, identity and vision.
