A packed promotional calendar designed by the Soave Consortium for the enhancement of the denomination. Among the priorities, the Italian market, alongside the German, English, and Canadian markets
Do current market trends demand fresh wines with moderate alcohol content? Soave responds, and it does so through a packed calendar of promotional activities that will see the Veronese denomination as the protagonist of promotional actions in Canada, Germany, the United Kingdom, and Italy in the coming months.
In collaboration with the Italian Chamber of Commerce in Canada, a series of activities will be activated for 2025 aimed at increasing sales, improving brand awareness, and introducing new references for the Quebec Monopoly – SAQ (Société des Alcools du Québec); as for private imports, efforts will be made to further push the presence of Soave in restaurants and hotels.
The Soave Consortium has been engaged in promotional measures in the Canadian market since 2020, when training activities for the sommelier world were launched. In the next twelve months, building on the skills spread among operators in over four years of activities with more than 500 sommeliers and sales personnel trained, actions with a more commercial focus will be carried out, aimed at promoting the presence of Soave in wine shops and restaurant wine lists.
Germany confirms itself as a key market for Soave in 2025, with participation in Prowein in Düsseldorf in March. This fair represents a strategic showcase for Soave wine, a unique opportunity to present the different interpretations of the Veronese white and to meet industry operators from all over the world.
Minerality, freshness and longevity are the distinctive elements of Soave (Hall 15 stand C67) that the German market has always shown to appreciate.
This year, particular emphasis will be given to the evolutionary potential of Soave with a special masterclass entitled “Soave: the evolution from freshness to longevity,” organized in collaboration with ICE and aimed at industry operators and sommeliers. At the Consortium’s stand, moreover, a selection of German sommeliers interested in learning more about the different interpretations of Soave is expected to visit. The goal is to strengthen the knowledge of Soave wine in the German market, emphasizing its uniqueness and its ability to evolve over time. Freshness and longevity will be discussed again in a series of masterclasses coordinated by Vinum magazine, always aimed at the German catering and operators.
In the United Kingdom, in collaboration with Master of Wine Sarah Abbott, the promotion of the Soave denomination continues, building on what was achieved last year. The action is supported by the growing interest that this Veronese white wine is arousing among British consumers, particularly attracted to white wines capable of evolving over time. In June, moreover, an incoming visit to the Soave hills will be held, which will see the participation of a selected group of journalists, wine educators, and operators engaged in the London market.
Alongside the foreign markets, the Italian market confirms its primary importance.
In this regard, Vinitaly in April represents a fundamental stage. Here the Consortium (Hall 5 G6) will return to talk about landscape and GIAHS (Globally Important Agricultural Heritage Systems) with targeted tastings, aimed at recounting how a landscape can influence the perception of a wine.
Strategic will then be the partnership with AIS (Italian Sommelier Association), with the organization of several masterclasses aimed at sommeliers and aspiring sommeliers interested in deepening their knowledge of Soave, its natural freshness, and its predisposition to aging.
“We have months of intense activity ahead of us,” comments Cristian Ridolfi, President of the Soave Consortium. “We have defined a targeted promotional strategy, with a focus on the foreign markets of Canada, Germany, and the United Kingdom, and a strong focus on the domestic market and Italy. Our goal is to enhance Soave, a wine unique for its freshness, minerality, and longevity, and to promote it internationally. We are convinced that Soave has great growth potential, especially today that consumers seem to prefer fresh wines with moderate alcohol content.”
The Soave denomination – 13 municipalities in eastern Verona belonging to the DOC, nearly 7,000 hectares of vineyards – produces an average of 40 million bottles each year. The main reference markets are primarily Germany, Great Britain and Northern Europe in general, followed by Japan, the United States, and Canada. Growing interest from the domestic market.
