Garda Wine Stories event highlights European excellence and market strategies for DOP products at Lake Garda

International media representatives gathered at Lake Garda from June 4 to 6, 2025, for the latest edition of Garda Wine Stories. The event, organized by the Garda DOC Consortium, is part of the European project “DOP Excellence: A Truly European Savoir-Faire,” which aims to promote and strengthen the reputation of four DOP products: Garda DOC Wines, Salame di Varzi DOP, Prosciutto Crudo di Cuneo DOP, and Montasio DOP Cheese. The initiative is co-financed by the European Union and focuses on highlighting the craftsmanship and quality behind these protected designations.

During the three-day press tour, participants experienced a series of tastings, winery visits, and discussions with local producers. The program was designed to immerse guests in the region’s culture and showcase the unique identity of Garda DOC wines. Attendees also took part in in-depth sessions that explored production quality and strategies for promoting the region’s agri-food products.

A key moment of this year’s event was a conference held on June 5 at Dogana Veneta in Lazise. Titled “Garda DOC Between HoReCa and Large-Scale Retail: Numbers, Perceptions, and Perspectives,” the meeting brought together industry experts to analyze data from the Distributor Observatory and gather insights from major retail buyers. The discussion focused on how Garda DOC wines are positioned in both hospitality and retail sectors, providing a clear picture of current market trends and consumer perceptions.

Paolo Fiorini, President of the Garda DOC Consortium, addressed attendees during the event. He emphasized that Garda Wine Stories is more than an annual gathering; it is a structured project aimed at building a modern and competitive denomination. Fiorini explained that by relying on data and analysis, the consortium can better understand the territory’s potential and promote it sustainably. He described 2025 as a strategic year for engaging with key distribution players and increasing recognition for DOC Garda wines across various channels.

The event also highlighted how storytelling and direct experiences play a role in shaping a contemporary image for the denomination. By sharing research findings and giving voice to local producers, Garda Wine Stories seeks to create a coherent narrative that resonates with both professionals and consumers.

The broader “DOP Excellence: A Truly European Savoir-Faire” project will continue throughout 2025 with several new initiatives. These include a national television campaign, promotional activities in major Italian retail outlets known as Tasting Days, and additional study tours within the region. Organizers see Garda Wine Stories as an essential tool for maintaining momentum in promoting DOP products and ensuring their continued relevance in both domestic and international markets.

Lake Garda served as an ideal backdrop for this year’s edition, offering visiting journalists firsthand exposure to the landscape that shapes these celebrated wines. The event reinforced the importance of connecting territorial identity with market dynamics while supporting European efforts to protect and promote high-quality food and wine products.