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Pinot Grigio Doc Delle Venezie on tour: the most consumed Italian still white in the world has South-East Asia in its sights

In a positive moment for the Delle Venezie Doc, the Protection Consortium chooses to strengthen promotion in the target countries to consolidate the mature markets such as the United States, the United Kingdom and Canada, and focus on the emerging ones, with particular attention paid to the South-East Asia, where the prospects are good. The 2024 institutional and informative tour of the Pinot Grigio Doc Delle Venezie does not stop, on the contrary, it is enriched with new stages to tell the story abroad of the iconic and distinctive style of the most consumed Italian still white in the world and to increasingly enhance the Denomination of origin in non-EU countries.

“In a positive moment for our Denomination, the Consortium has planned a series of targeted promotional actions in each of the target countries. The objective is first of all to consolidate mature markets – such as the United States, the United Kingdom and Canada – by investing in the growth path of the qualitative perception of the Delle Venezie Denomination of Origin and in an ever-increasing loyalty of foreign commercial partners who continue to choose and support its uniqueness”, underlines Stefano Sequino, director of the Delle Venezie Doc Consortium.

“In the US, in particular, we have leveraged Pinot Grigio Day to increase the brand awareness of the Delle Venezie Doc and become the point of reference for the variety, considering that here Pinot Grigio represents a true icon of the wine offering Made in Italy”.

“On this occasion – continues Stefano Sequino – we will also launch strategic partnerships with well-known American influencers who will help us achieve visibility objectives and spread the values and style of the Denomination, before, during and after the event. In addition to this, we also intend to reach and solicit emerging markets, starting from South-East Asia, through traditional formats aimed at developing basic knowledge of the DOC and creating new networks with the specialized audience of buyers, press and industry professionals ”.

From the United States to South-East Asia: the 2024 tour of Pinot Grigio Doc Delle Venezie

The appointments in the United States and Canada are not to be missed, the main commercial partners of the Designation of Origin which together absorb around 44% of exports. Right from here – after a start to the year which has already seen Pinot Grigio Doc Delle Venezie protagonist of two masterclasses in collaboration with Iem in Houston and Miami and of an exclusive event in Vancouver during the days of the eagerly awaited Vancouver International Wine Festival which the promotion has also officially been inaugurated in British Columbia after years of initiatives in Montreal and Toronto – the busy calendar of actions aimed at experts, media and wine lovers will restart.

On May 16, in New York, the Consortium will celebrate Pinot Grigio Day in an event organized with Iem and the exceptional partner VinePair, the American digital platform most followed by wine enthusiasts: after a blind tasting which will highlight the shades of northeastern Pinot grigio, the public invited and welcomed to the Rooftop Lounge at Royalton Park Avenue will be able to enjoy an evening of delicious combinations based on Venetian cicchetti and Pinot Grigio Doc Delle Venezie.

The need to control the United Kingdom also remains strong, which represents the second reference market for Pinot Grigio Doc Delle Venezie, which accounts for approximately 25% of exports. Also in spring, the Consortium will fly to London first for a seminar aimed at trade scheduled for 20 May and organized by the historic media partner The Drinks Business as part of the London Wine Fair 2024, then for the Taste of London, the eagerly awaited food festival which from 12 to 16 June will once again transform Regent’s Park into the largest meeting place for the most attentive and curious British food enthusiasts.

Pinot Grigio Doc Delle Venezie on tour: the most consumed Italian still white in the world has South-East Asia in its sights

In addition to promotion in the reference countries – essential to consolidate presence in the market, with the aim of supporting visibility, territorial and cultural identity and increasing consumer loyalty – in 2024 the Delle Venezie DOC also returns to Japan for the third consecutive year , a dynamic market that in just a few years has been able to welcome Pinot Grigio delle Venezie very well and is now ripe to become one of the future leading partners of the Denomination.

In Tokyo – after an initial educational approach which characterized the promotion in 2022 and 2023 and in addition to the classic tasting as part of Iem’s Simply Italian Great Wines Tour which will be held on 21 May 2024 – from May to July the Consortium in collaboration with the ICCJ Tokyo organizes a roadmap of Pinot Grigio Doc Delle Venezie in a selection of restaurants serving Tri-Veneto cuisine in the Japanese capital and open to local operators.

But attention also goes to emerging markets, with traditional training courses such as masterclasses and seminars aimed at educating the public on the characteristics and identity of the denomination. For the first time, Pinot grigio delle Venezie opens up to South-East Asia – where the Consortium already met the public at ProWine Singapore alongside The Drinks Business in April – and, in particular, to Vietnam, which in May will welcome a competition aimed at electing the 2024 ambassador of Pinot Grigio Doc Delle Venezie in the country. At the beginning of the month, the Consortium held an online training session for an audience selected by the Italian Chamber of Commerce in Vietnam followed by a short exam to select the winner who will be announced on May 10th during an evening at the Pendolasco restaurant in Ho Chi Minh and who will be in charge of promoting the Delle Venezie Doc at a national level (next events in October 2024).

At the end of May the Consortium will also be in Taipei (Taiwan) and Hong Kong for Vinexpo Asia, a fair which has around 10 thousand visitors including importers, wholesalers and professionals and, in this context, two master classes dedicated to Pinot Grigio Doc will be held Of the Venices.