Soave is strengthening its presence in Canada and is relaunching a structured promotional program for 2026, designed to increase sales, expand its presence within the Québec monopoly (SAQ), and consolidate its positioning in mid‑ to high‑end restaurants and hotels. The Protection Consortium is concentrating its efforts on Vancouver and Montreal, two key markets for fresh, moderately alcoholic white wines—perfectly aligned with the profile of Soave, the great white from Verona. The project, developed in collaboration with the Italian Chamber of Commerce in Canada and wine writer Michaela Morris, includes masterclasses, educational activities, and targeted work on training, storytelling, and positioning. As highlighted by president Cristian Ridolfi, the initiative aims to build solid, lasting relationships in a country that represents a natural outlet for Soave.
A Strategy Shaped by Canadian Market Trends
Canada is showing growing interest in fresh, elegant white wines with moderate alcohol content—an identity that matches Soave perfectly, particularly in its more immediate and fruit‑forward expressions.
Some key data points:
- Québec is the leading Canadian region for wine imports.
- It records the highest per‑capita wine consumption in the country.
- It shows a strong preference for native grape varieties, a major advantage for Soave.
For these reasons, the Consortium has chosen to focus its activities on Vancouver and Montreal. Vancouver, a cosmopolitan city with strong economic growth, anticipates consumption styles and trends, making it an ideal observatory for high‑quality whites. Montreal, on the other hand, is already a strategic market for Soave, which has secured visibility and traction among both enthusiasts and professionals.
Masterclasses, Training, and Storytelling: the Core of the 2026 Project
The 2026 program includes a series of targeted initiatives, developed together with Michaela Morris, an expert on Italian wines with long‑standing experience in the Canadian market.
Activities include:
- Masterclasses dedicated to the different expressions of Soave.
- In‑depth sessions for importers, hotel‑chain buyers, and purchasing managers in the food & beverage sector.
- Meetings with the specialized press to reinforce the denomination’s narrative.
The objective is clear: to work on training, storytelling, and price positioning in order to reach an increasingly knowledgeable and curious audience.
As Cristian Ridolfi, president of the Consortium, emphasizes: “The Canadian market represents a strategic opportunity for Soave. The profile of our wine perfectly matches the preferences of Canadian consumers. The work we are carrying out goes precisely in this direction: building solid and long‑lasting relationships capable of enhancing the denomination over the medium to long term.”
Soave Targets Canada: a Project with a Long‑Term Vision
The 2026 activities represent the natural continuation of the work started last year with the Italian Chamber of Commerce in Canada, which enabled the set‑up of a structured, long‑term promotional plan.
At the same time, the Consortium will continue working on private import channels as well, aiming to strengthen Soave’s presence in mid‑ to high‑end restaurants and hotels, which are considered strategic venues for the valorization of the denomination.
The result is a coherent strategy that unites promotion, training, and market presence across the most receptive areas, with the goal of consolidating Soave’s role as a great Italian white capable of speaking to the world.
