The trade‑fair season is in full swing, and the Consorzio del Soave is moving with confidence, supported by a strategy that focuses on collective promotion to assist wineries—especially small and mid‑sized ones. After its debut at Wine Paris with a shared institutional space where producers worked non‑stop, attention now shifts to ProWein, scheduled in Düsseldorf from 15 to 18 March. Here, as in France, the Consorzio will offer a common area where producers and buyers can meet, strengthen relationships, and open new commercial opportunities. This approach is proving increasingly effective, as the denomination shows signs of vitality: bottled wine is up 3%, while stock levels continue to decline.
Collective promotion: a model that works and opens access to strategic markets
The return from Wine Paris confirmed how collective participation represents a competitive advantage. Wineries were able to work in a coordinated environment, with guaranteed services and an investment proportionate to their resources. The Consorzio is now replicating this model at ProWein, where it will be located in Hall 3 N30, ready to welcome German and Northern European buyers, trade operators, and international press.
Germany remains the most strategic market for Soave, both in terms of volume and positioning, followed by the United Kingdom and Northern Europe. Immediately after Düsseldorf, attention will turn to Vinitaly, from 12 to 15 April, with a renewed space designed to enhance the denomination and support the work of producers.
President Cristian Ridolfi highlights how participating in a collective booth strengthens institutional presence while allowing wineries to carry out concrete business activities: meeting operators, consolidating relationships, and identifying new prospects. All this comes at a time when markets are showing growing interest in fresh white wines with moderate alcohol content—a profile that Soave naturally embodies.
Positive Numbers: Bottled Wine +3% and Stocks Down
The end of 2025 brought an encouraging signal: Soave’s bottled wine increased by 3% compared to the previous year, a particularly significant result considering the overall decline of the national wine sector over the past twelve months. Stock levels also confirm the positive trend: –8% compared to 2024, which had already recorded –7.9% versus 2023. This dynamic reflects a healthy denomination, capable of responding to demand and maintaining balance between production and market needs.
Overseas Strategy: Canada at the Centre of a Targeted Project
While in Europe the strategy continues to focus on collective promotion, overseas the Consorzio is investing in highly targeted, direct actions. In May, activities will concentrate on two key Canadian markets: Vancouver, in British Columbia, and Montreal, in Quebec. In collaboration with wine writer Michaela Morris—an expert in Italian wines and a deep connoisseur of the Canadian market—the Consorzio will develop a program of masterclasses and educational initiatives aimed at trade professionals and specialized media.
Vancouver, a cosmopolitan and rapidly growing city, is considered a prime observatory for high‑quality white wines, capable of anticipating trends and consumption patterns. Montreal, on the other hand, is a consolidated market for Soave: Quebec is the leading Canadian region for wine imports and records the highest per‑capita consumption in the country, with a strong preference for wines made from native grape varieties. A profile perfectly aligned with the identity of Verona’s great white wine.
The overall picture is that of a denomination that invests, evolves, and grows—supported by a strategy that places wineries at the centre and enhances their ability to work as a network.
