Not only in Europe, but also in the UK, the USA, Canada and China: in 2024 Sicilia DOC wines will show themselves to enthusiasts, consumers and professionals in the wine sector from all over the world, with a single objective, that of making their quality ever more well-known, and therefore increasing their value. Moreover, these are some of the aims of the Consortium for the Protection of Sicilia DOC Wines, which since 2012, in conjunction with its supervisory and protection activities in defence of consumers and producers, has been organising events and initiatives to promote the denomination.

“In Europe, the Consortium wants to reach its main targets, from journalists to sommeliers, from influencers to sector operators, not only via digital channels but also with events on the national territory. One of the most important occasions to publicise the consortium’s products will be Vinitaly, where it will once again be present with a special stand where masterclasses, seminars and tastings will be held for the fair’s qualified public, offering tastings of the wines of the producers who will be participating in the event” – stresses Consortium President Antonio Rallo.

In addition to the focus on Sicilian wine tourism, carried out in collaboration with Le Soste di Ulisse, during the Vinitaly 2024 fair, the results and tastings of some experimental wines will be presented as part of the Bi.Vi.Si. Project, whose aim is to enhance the Sicilian wine-growing biodiversity in the wake of process and product innovation, the purpose of which is to endow regional companies with substantial and long-lasting competitive advantages. Specifically, the choice was to focus on the enhancement of some native and relic grapevines to confirm the profound connections between the ancient vine and the culture of the place that selected and cultivated it as well as to strengthen the contribution that these types can give to regional agricultural and economic development.

The “Vista Lucido” project will also be presented, whose purpose is to create a model for an innovative and sustainable approach to the enhancement of native productions, with a particular focus on the Lucido cultivar, with the consequent enhancement of the wines, also by introducing new product types, and improving their recognisability on the markets.

On a non-European level, in addition to an intense programme of speeches and educational initiatives with distributors, restaurateurs and retailers aimed at increasing awareness and visibility of the brand, a series of promotional activities are planned throughout 2024.

In Canada, the partnership continues with the two agencies that work in synergy to guarantee maximum coverage in the area, namely Wine Ambassadors, for activities aimed at trade and State Monopolies, and Current Global, which enhances and extends messages through the management of dedicated social channels.

On the one hand, the aim of Wine Ambassadors is to build awareness of Sicilia DOC among consumers, while on the other hand, it is to make the Sicilia DOC brand ever more present among the priorities of stakeholders in the world of wine. Again this year, part of the strategy foresees the involvement of the country’s main Monopolies, including a significant promotional activity with LCBO (a company for the distribution of alcoholic beverages  operating throughout the Canadian province of Ontario) from July 21^st to August 17^th, and opportunities for educational courses aimed at the operators of the sector, as well as new opportunities such as the possibility of participating in person at the Saguenay Wine Festival (July 11^th -13^th).

However, if in China the Consortium will be continuing its collaboration with ICE Beijing, which currently manages the dedicated social channels for the Chinese market, again this year the Consortium has decided to promote the Sicilia DOC wines with an event in London: on June 10^th there will be a walk-around tasting devoted to encounters between companies and buyers on the UK market; the walk around tasting will be carried out in collaboration with the trade magazine “The Drinks Business”.

In the USA, the partnership continues with the two agencies that work in synergy to guarantee maximum coverage in the area, namely Colangelo&Partners, for activities aimed at trade, and Current Global, which manages the dedicated social channels for the US market and Media and Public Relations on an ongoing basis.

Seminars, tastings, and incoming activities: these are the initiatives conducted by Colangelo&Partners to make Sicilia DOC wines ever more present and prominent among sector professionals. In the wake of last year’s experience, the Grand walk around tasting event will be repeated in New York along with other smaller events in other cities, on June 12^th in Boston, on June 13^th in Chicago, on June 17^th in Miami, and on June 20^th in New York.

Completing the panorama of activities devoted to trade are: the participation of the Consortium in TEXSOM, the presence of Sicilia DOC wines at the Wine & Spirits event in New York on February 15^th and at the stages of the Slow Wine Tour in Washington DC on March 18^th and San Francisco on March 27^th.