2020 has also left its mark for the Lugana Consortium, but fortunately it is a plus sign. In a very difficult year the Garda DOC has been able to grow, 12% according to the latest data, obtaining important acknowledgments on the national territory ("emerging" wine most appreciated by Italians according to a research of November 2020) and has maintained its shares in exports, inaugurating markets new ones, like Switzerland, with digital initiatives. White Moscow in the Italian wine scene, Lugana was therefore able to unlock what was stored in 2019 and confirms itself as a resilient wine, capable of reacting to a very complex economic situation and to the effects of COVID-19 especially on Ho.Re.Ca. offsetting with online sales and modern distribution. Here Lugana has conquered the p rimato of white wine with the highest shelf price (source IRI March, April 2020), with an average price per bottle of € 7.5, 17% in value and 25% in volume compared to the previous period. Significant results for the Consortium, which has exposed itself in favor of interventions and behaviors by every actor in the production chain, which safeguard and help increase the economic value of the Lugana Denomination. Proof of this is that the survey of the average prices of Lugana in bulk as of 9 November 2020 grew by 41% compared to September of the same year, from € 1.45 to € 2.05 per liter (source CCIAA VR). " In retrospect, 2020 was an extremely complex year, which put companies under severe economic stress and placed the wine system, as a whole, in front of fundamental food for thought for future development in the short and medium term ." comments the President Ettore Nicoletto " We must try to concentrate on the development of those entrepreneurial strategies that have proved successful even in a period of crisis: customer profiling and direct communication channels, e-commerce, but above all a restoration of modern distribution, which can prove to be a useful tool also in the future, regardless of the emergency situation. Now more than ever, Lugana must look ahead . "
To toast these successes and exchange Christmas greetings, the Consortium gives an appointment to all #luganalovers on Wednesday 23 December at 6.00 pm on its social channels, in the first live show of the "Lugana Cheers Box" series, the recent initiative aimed at supporting and supporting not only winemakers but the entire territory, where wine acts as an ambassador for local products, an irreplaceable pairing and a true resource of this very fortunate wine region (all the info on https://www.consorziolugana.it/lugana-cheersbox). The DOC area has over 2,500 hectares of vineyards, with bottled wine which, in 2020, should exceed 24 million bottles. Of these, about 70% are exported abroad, with majority shares being attributed to Germany and the United States, which are growing considerably from year to year. The promotional activities of the Consortium will focus on abroad as of the next few weeks and will look beyond Europe, with important events in the USA and Japan . In the United States it will be present in 5 stages of the SommCon , one of the most important conferences for professionals and enthusiasts, this year digitally through live and recorded educational sessions of the main opinion leaders in the wine, beer and spirits sector. Lugana will be among the topics in Denver, New York City, Boston, Austin and Los Angeles (29/12) with digital tastings together with Laura Donadoni, Lugana Ambassador and Director Andrea Bottarel. And again in the USA, in collaboration with Gambero Rosso, the Lugana Web Show will start , an online educational format, with B2B targets and an audience of about 25 guests selected per event (importers, HoReCa, Media, Professionals). 2 appointments are planned, scheduled for early 2021, each with a focus on 6 companies. In addition to the digital Masterclasses, the collaboration also includes the publication of dedicated posts on Gambero Rosso's Social Media.
In Japan, instead, a massive presence on important sector media will be planned as well as a press lunch signed by chef Luca Fantin of the Bulgari restaurant in Tokyo, in collaboration with the highly regarded expert of Italian wines and Lugana Ambassador Isao Miyajima . " A new way of promoting promotion is taking shape, in ways that seemed unlikely a year ago and have become routine today ." says the Director, Andrea Bottarel " We will continue to create promotional opportunities that integrate physical and digital presence, while strengthening our presence on social media, generally adopting methods that allow us to shorten the distance between the territory and those markets which, even if distant , they suddenly got closer. We understand prudential choices such as canceling ProWein, but we want to be optimistic, planning alternatives that allow us to continue to tell about a territory that was able to demonstrate, once again and in an extremely dark period , its own value . "
