The Delle Venezie DOC Consortium, Italy’s largest denomination of origin for wine, is stepping up efforts to expand its presence in Asia, with a focus on Japan. The body, which brings together producers of Pinot Grigio across Veneto, Friuli-Venezia Giulia, and Trentino, aims to consolidate the standing of Italy’s most exported white wine in a market showing sustained growth in demand.
Stefano Sequino, director of the Consortium, said the promotional drive — supported by EU OCM funding — allows producers to “reinforce our presence and create value in foreign markets, while promoting our territorial and cultural identity.” He described Japan as “both a challenge and an opportunity,” noting that recent initiatives with the Italian Chamber of Commerce in the East Asian country had been well received. However, he pointed to significant untapped potential in both the hospitality and retail sectors.
The latest campaign will launch in September with a series of events in Tokyo, starting today with a showcase dinner for importers, journalists, and consumers at Stefano Kagurazaka restaurant. Pinot Grigio delle Venezie will also feature at Casa Atletica Italiana, the official hospitality venue of the Italian Athletics Federation during the World Athletics Championships, where guests will be offered limited-edition magnums at celebratory toasts.