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DOC Lugana is aiming for the UK and Germany in 2024

The Lugana Doc Consortium broadens its horizons and is aiming abroad for 2024. The UK and Germany end up in the spotlight of one of the most appreciated Italian whites throughout the world. Many events on the calendar, from London to Düsseldorf for Prowein, over the next few months for a wine that continues to assert its notoriety, year after year, also thanks to an increasingly favorable market trend.

“This period of the year is strategic for us,” explains Edoardo Peduto, director of the Lugana Doc. “Especially with regards to white wines, this is the time for buyers to make purchases in view of the summer period. It is therefore essential for us to intensify the promotional effort in the first months of the year, to give our producers multiple opportunities for visibility, with high quality events and a carefully selected audience of sector operators”.

DOC Lugana is aiming for the UK and Germany in 2024: The 2024 agenda from London to Prowein of one of the most appreciated Italian whites.
Edoardo Peduto, direttore del Consorzio Tutela Lugana DOC

The 2024 agenda for the Lugana Doc in the UK and Germany, from London to Prowein

Lugana Doc is a denomination with a strong international vocation thanks to its fresh character, pleasant flavor and the great versatility of its pairing styles. These characteristics have meant that exports have acquired a fundamental role in the trade balance of companies.

Suffice it to say that 60% of production is sold in over 65 countries around the world, with a strong presence in the European market.

For this reason, the Consortium has also decided for 2024 to continue a series of promotional actions in some chosen markets such as Germany, the main target market, and Great Britain.

The start on February 23rd with a Trade tasting lunch in London, at the Bancone Borough Yards restaurant, aimed at the major wine operators in the metropolis. The objective is to increase presence on wine lists on the one hand and give visibility to producers not yet distributed, introducing them to small or medium importers.

The commitment to the British market does not end here: in fact, Lugana On Tour UK returns, in collaboration with the F&BMA. This route which will touch three strategic cities, London, Manchester and Birmingham, has been designed to bring B2B, Horeca and press operators closer to the Lugana world, to get to know it and then bring it to the tables of the English.

First meeting on March 19th in London, followed by Manchester on June 18th and the grand finale on September 17th in Birmingham.

Subsequently we return to the continent and the Lugana Doc tour continues in Germany, where, in collaboration with the magazine Vinum, four events will be held in three different cities.

We start on February 26th in Munich, then move to Eurovino from March 3rd to 4th, the new B2B fair in Karlsruhe dedicated to the DACH area and Northern Europe, finally Prowein in Düsseldorf, for the historic appointment with the German fair of excellence for the world of wine.

All masterclasses will be conducted by Claudia Stern and in each one the versatility and intrinsic characteristics of Lugana will be highlighted, focusing in particular on the Metodo Classico and the Riserva and talking about the enormous steps forward made by the denomination in terms of sustainability. Finally, at Prowein there will be no shortage of preview tastings of the 2023 vintage.