Lugana, Garda DOC doubles turnover, value of vineyards and grapes in 4 years

Italian wine is not having a particularly good time. Overall, sales are slow both in Italy and abroad. With signs of greater difficulty for red still wines than for whites and sparkling wines. However, even in a less lively moment there is no shortage of happy oases. One of these is Lugana, a white wine from Lake Garda that continues the parable of success and consolidation on the markets that has been underway for over ten years. These themes will be discussed on 7 June in Milan as part of the event "Timeless Harmonies" dedicated precisely to Garda white wine.

Between 2019 and 2023 in the Garda DOC area straddling the provinces of Brescia and Verona vineyard hectares increased from 2,295 to 2,696 (+14%) while production rose from 22 to 28 million bottles (+27%). And the value of the vineyards has risen, now reaching peaks of 350,000 euro per hectare. But even more significant has been the market progress, starting with the production ring: the price of grapes in four years has risen from 1.05 euros per kilo to 2.15 (+105%). And the long wave has spread along the entire supply chain with an average consumer price per bottle rising from 5.2 to 8 euros. Values that are hard to match, particularly among Italian-made white wines.

At the same time, the value of production increased and almost doubled from 114.4 million euros to 224 million euros (+96%). A turnover of which 60% is realised on foreign markets. But what are the drivers of this parabola of success capable of creating and distributing value right from the production loop?
"Effectively," answers the President of the Lugana Protection Consortium, Fabio Zenato, "there are other quality white wines also in the north-east of the country that record grape prices 40-50% lower than ours. I do not believe there is a recipe for success, but that this is due to a mix of factors that all respond somewhat to a 'zero kilometre' logic. Certainly our companies have equipped themselves to make the most of the important tourist flow attracted by Lake Garda (an average of 27 million tourists a year). And so we record an average of 15% direct sales in the winery with peaks of 25%. And all this contributes to turnover. Moreover, our wineries are always open while we read about wineries around Italy that are still closed on weekends to wine tourists".

"But above all, over time all our wineries, even the small and very small ones, have developed a specific wine tourism offer. From simple tastings to bike tours, from snacks in the vineyard to hospitality tout court. Last but not least, there is a kind of unwritten pact with the local restaurant industry, which has no less than 4-5 Lugana wines on its menu. And this creates a strong driving force because customers often ask where they can find that Lugana they first came across in the restaurant,' Zenato concludes.