Solid growth, new consumption categories, and a long‑term industrial vision. Schenk Italia arrived at Vinitaly 2026 with clear numbers and messages, starting with the performance of Masso Antico, which in 2025 posted +32.5% growth, confirming itself as one of the most dynamic brands in the portfolio. A result that becomes a key to reading a broader strategy, capable of combining strong territorial identities, product innovation, and a cross‑channel presence.
“The 2025 result of Masso Antico, with +32.5% growth, confirms how today’s consumers reward strong territorial identities like Puglia, able to combine quality, recognizability, and accessibility. It’s a clear signal that we are interpreting market evolutions correctly,” comments Daniele Simoni, CEO of Schenk Italia.
Masso Antico turns 10 and doubles down on Puglia
Vinitaly 2026 coincides with a symbolic anniversary: 10 years of Masso Antico, a brand that has played a decisive role in the group’s growth in both the Italian and international markets. The celebration includes an expanded range with two new labels, Bianco d’Alessano and Susumaniello, further strengthening the strategic focus on Puglia, now increasingly central in Schenk Italia’s offering.
A coherent extension that reinforces the bond with a territory able to speak to a broad audience without losing its identity, and that confirms the company’s commitment to investing in native varieties and clearly defined regional identities.
Low and no alcohol: a strategic development path for Schenk Italia
Alongside the growth of its historic brands, Schenk Italia is accelerating decisively in the low & no alcohol segment, identified as one of the main development drivers. “At the same time, we are investing strongly in the low and no alcohol segment, which represents one of the most interesting growth directions. The goal is to expand consumption occasions and reach new targets without compromising on quality or wine identity,” Simoni continues.
At the fair, Bacio della Luna debuts an expanded offering with two new “Zero Gradi” sparkling wines, designed for a fast‑growing demand among wellness‑oriented consumers. The products stand out for the absence of preservatives and colorants and for their low sugar content, fitting into a portfolio increasingly oriented toward dealcoholized and low‑alcohol solutions.
International portfolio and distribution channels
Schenk Italia’s strategy also includes growing international integration. At Vinitaly, the company launches the import into Italy of French and Spanish wines produced by the group, including those from Burgundy’s Henry de Villamont and Valencia’s Murviedro.
On the distribution front, the group continues to operate across all channels, from discount to wine shops. The current picture shows horeca slowing down, discount stable, and large‑scale retail slightly contracting, in a context of assortment revisions both in Italy and abroad.
Investments and sustainability at the core of Schenk Italia’s industrial plan
The company is also advancing its sustainability and energy‑efficiency roadmap, upgrading bottling lines to stricter standards. This is accompanied by a €4 million investment plan for the renovation of Bacio della Luna’s warehouses, confirming an industrial strategy that pairs product innovation with infrastructure strengthening.
Lunadoro accelerates in the premium segment: organic certification, new releases, and long‑term vision
Within the Schenk perimeter, Lunadoro stands out as one of the projects most oriented toward the premium segment. The Tuscan winery marks a key milestone: starting with the 2023 harvest, the entire estate is certified organic.
“At the 2026 Vino Nobile di Montepulciano Preview, we presented the new vintage of Vino Nobile di Montepulciano 2023, particularly significant because it marks the completion of the winery’s transition to organic,” notes Adriano Annovi, CEO of Lunadoro and Italy Sales Manager of Schenk Family. “A milestone that consolidates a production path focused on quality, stylistic coherence, and respect for the disciplinary, at a complex moment for the red wine market.”
In a context marked by selective demand and strong competitive pressure, Lunadoro maintains a clear line. “We do not compromise on quality. The real challenge today is not the crisis of red wines, but the ability to adapt to climate change—both in the vineyard and in the cellar—while ensuring a consistently high‑level product aligned with new market expectations,” is the message with which the Tuscan winery is facing current challenges. The response lies in advanced agronomic management designed to address new climatic conditions and maintain qualitative continuity and stylistic relevance.
The year 2026 also marks the 10th anniversary of Lunadoro’s acquisition by Schenk Italia, celebrated with the launch of the new “Doppio Lustro” line. Two labels will debut: a Toscana Igt Rosso based on Merlot from the Quercione estate and a Toscana Igt Rosato from Sangiovese grown in the same vineyard. A line designed to broaden the offering and capture new consumption occasions while maintaining a strong territorial identity.
On the commercial side, the strategy targets mid‑to‑high‑end restaurants and specialized wine shops, channels considered essential for enhancing the qualitative positioning of the wines.
Looking ahead, the plan also includes the potential development of a new vineyard in the southeastern area of the Montepulciano hill, recently acquired and considered one of the most suitable zones for exposure and pedoclimatic characteristics.
