DOC Sicilia Wines Consortium Launches 2026 Global Tour to Promote Sicilian Wine Diversity

The DOC Sicilia wines Consortium has announced a full calendar of tastings and educational events for 2026, aiming to promote Sicilian wines in Italy and key international markets. The initiative will start in late February with “Sicilia DOC Experience: Harmonies and Contrasts,” a tour that will visit 12 major Italian cities. The events are organized in partnership with sommelier and tasting associations and will feature masterclasses focused on native Sicilian grape varieties. These sessions are designed for wine professionals, trade operators, and opinion leaders, with presentations led by recognized experts in the wine industry.

Camillo Pugliesi, Director of the DOC Sicilia wines Consortium, said that these events are a strategic tool to highlight the diversity and quality of DOC Sicilia wines. He emphasized that direct engagement with both professionals and consumers is essential for communicating not only the excellence of the wines but also the values behind the denomination, such as biodiversity protection and sustainability. Pugliesi also noted the importance of building a strong presence in international markets.

The Consortium is expanding its efforts beyond Italy, with similar programs already underway in Canada and the United States. In Canada, masterclasses for sommelier students are scheduled in Québec and Ontario. The goal is to train more than 50 future wine professionals by deepening their knowledge of Sicilian grape varieties, wine styles, and regions. These educational activities will be paired with in-store tastings at selected outlets of the Canadian state monopolies SAQ and LCBO to increase brand awareness among consumers.

In the United States, the Consortium plans to strengthen its position through high-profile trade events aimed at top buyers. These events will include food pairings with local cuisine to showcase how Sicilian wines can complement American dishes. The annual New York Industry Tasting will return as part of the “Sicilia DOC in Tour” initiative, along with an educational roadshow featuring seminars in Denver, Dallas, and Los Angeles. The U.S. program will also include training sessions for staff at major retail chains to improve their knowledge of Sicilian wines and enhance customer service.

The Consortium’s approach combines education with storytelling about Sicily’s unique winemaking culture and biodiversity. By organizing these events across different countries, DOC Sicilia aims to respond to changing global consumption trends while reinforcing its identity as a contemporary wine region rooted in tradition. The 2026 calendar reflects a commitment to structured promotion that targets both industry professionals and consumers, seeking to build lasting recognition for Sicilian wines at home and abroad.

The DOC Sicilia denomination covers a wide range of indigenous grape varieties and wine styles, reflecting the island’s diverse climate and geography. The Consortium’s strategy focuses on highlighting this diversity through direct engagement, aiming to position Sicilian wines as authentic expressions of their territory. With its comprehensive program for 2026, DOC Sicilia is working to secure a stronger foothold in established markets like Italy while expanding its reach in North America through targeted educational initiatives and tastings.