Friuli’s Leading Wine Consortia Unite in Landmark Partnership to Boost Global Presence

The Consorzio Friuli Colli Orientali e Ramandolo and the Consorzio Collio, two of the most important wine consortia in the Friuli Venezia Giulia region of northeastern Italy, have announced the formation of a temporary business association (Ati) to promote their territories together. The agreement was signed recently in Friuli, marking a new chapter for both organizations, which have long been recognized as leaders in the protection and promotion of local wines.

The Friuli Colli Orientali area is known for its extensive range of native grape varieties, covering more than 2,000 hectares of vineyards on hills facing Udine. This region is home to grapes such as Malvasia, Picolit, Pignolo, Refosco dal Peduncolo Rosso, Ribolla Gialla, Schioppettino, Tazzelenghe, Tocai friulano and Verduzzo friulano. The Collio area, meanwhile, is one of Italy’s most prestigious white wine enclaves. Its 1,300 hectares of vineyards are part of a larger 7,000-hectare territory shaped like a crescent along the border with Slovenia. The unique “ponca” soil is a defining feature of Collio’s hills.

The Consorzio Collio was established in 1964 and received DOC status in 1968. The Consorzio Friuli Colli Orientali began its work in 1970. Both consortia have played key roles in protecting and promoting their respective regions and are considered national benchmarks for white wine production. Over the years, they have organized important initiatives both in Italy and abroad to raise awareness about their wines and territories.

With this new agreement, both consortia will continue their individual activities but will also develop joint projects to strengthen their presence and visibility. The goal is to combine their experience and resources to better promote their regions and wines on a broader scale.

Filippo Butussi, president of the Consorzio Friuli Colli Orientali e Ramandolo, expressed pride in the agreement. He said it allows both groups to start working together with greater strength and share not only ideas but also organizational resources. Butussi emphasized that his consortium is ready to commit fully for the benefit of the entire sector.

Luca Raccaro, president of Consorzio Collio, echoed this enthusiasm. He noted that while the two territories have distinct identities, they share many similarities. Raccaro sees this partnership as an opportunity to create targeted actions that will help people discover and appreciate both the wines and landscapes of these regions.

Stefano Zannier, regional councilor for agri-food resources in Friuli Venezia Giulia, described the agreement as an important step forward for territorial collaboration. He highlighted that these areas share a common geographic and cultural background and can work together to enhance their unique characteristics. Zannier also pointed out that this collaboration will allow for more effective promotion of products from these hills through an integrated strategy that links territory and wine.

The creation of this Ati reflects a growing trend among Italian wine regions to join forces in order to compete more effectively on international markets. By pooling resources and expertise, the consortia hope to attract more attention from consumers and professionals worldwide.

The partnership comes at a time when Italian wine exports are facing increased competition from other countries. According to recent data from ISTAT (the Italian National Institute of Statistics), Italian wine exports grew by 3% last year but face challenges from producers in France, Spain and beyond. In this context, regional collaborations like the one between Collio and Colli Orientali are seen as essential for maintaining Italy’s reputation as a leading wine producer.

Both consortia plan to launch joint promotional campaigns in key markets over the coming months. They will also organize events aimed at trade professionals and consumers to showcase their wines and highlight what makes their territories unique.

Producers from both areas have welcomed the initiative. Many believe that working together will help them reach new audiences without losing their individual identities or traditions. The agreement is expected to serve as a model for other Italian wine regions considering similar partnerships.

As global interest in Italian wines continues to grow, collaborations like this one may become increasingly common across the country’s diverse wine landscape. For now, Friuli Venezia Giulia’s two flagship consortia are looking ahead with optimism as they embark on this new journey together.