In mid-May, the Consorzio Tutela Lugana DOC concluded its successful ‘Destination Lugana’ US tour, connecting with wine wholesale buyers and press in major cities like Dallas, Houston, New York City, and Miami. The tour engaged over 200 buyers and journalists in person, while reaching a wider audience of hundreds of thousands through social media campaigns.
Attendees enthusiastically shared their experiences, highlighting the adaptability of Lugana wines through expertly curated food pairings and guided tastings. These events showcased the diverse expressions of the Turbiana grape, the region’s signature variety, and introduced the unique qualities of this often-overlooked wine region.
The tour’s name, ‘Destination Lugana,’ aptly conveys its dual purpose: to promote Lugana as a captivating wine destination in Italy and to establish the US as a key market for Lugana wines. With limited distribution currently available in the United States, the tour provided a valuable platform for producers to showcase their wines and create new distribution opportunities.
The tour attracted significant interest from wholesale buyers, leading to promising new partnerships and market access for many producers. The events featured respected industry speakers in each city, including wine writer and presenter Wanda Mann in New York City, who introduced the Lugana Consorzio and its wines to local businesses and press on the Ci Siamo terrace.
The ‘Destination Lugana’ tour served as a powerful platform for raising awareness and forging connections, paving the way for Lugana wines to gain a stronger foothold in the US market.
