A strategic analysis for the future of the denomination: market data and buyers’ insights
Peschiera del Garda, 9th June 2025 – The conference “Garda DOC between HORECA and large-scale retail: figures, perceptions, and prospects” promoted by the Garda DOC Consortium, offered a valuable opportunity for discussion and in-depth analysis and aimed at assessing the performance and positioning of the Garda DOC denomination within the HORECA and large-scale retail (GDO) channels.
The event provided an opportunity to preview the results of a research project developed by Wine Meridian, structured on two complementary levels. On one side, a qualitative and quantitative analysis conducted with the support of the Consorzio Distributori Alimentari (CDA), focusing on the denomination’s performance in strategic areas of Northern Italy; on the other, a perception-based survey carried out with a panel of experts including sommeliers, journalists, opinion leaders, restaurateurs, and bloggers.
“The Garda DOC denomination represents one of the most promising entities in the Italian wine landscape, with strong growth potential in the national HORECA sector,” stated Paolo Fiorini, President of the Garda DOC Consortium.
“This is why we have structured a project aimed at providing concrete tools and valuable data to support producers on a strategic and informed path—one that enhances the unique features of our territory and the distinctive positioning of the Garda DOC brand in today’s market. This conference is part of a broader strategy, a complex and structured project launched in 2022, which each year explores a different aspect of the Garda DOC system. The goal is to build a strong and recognizable identity that highlights the connection to the unique territory of Lake Garda, while equipping the Consortium with practical tools to tackle the challenges of distribution and brand positioning.”
The speakers’ contributions were of particular interest: Christoph Mack – CEO of Mack & Schühle AG; Fabio Piccoli – Editor-in-Chief and founder of Wine Meridian; Lucio Roncoroni – General Director of CDA Consorzio Distributori Alimentari; Daniele Colombo – Wine and Spirits Category Manager at Esselunga; Helena Mariscal – Purchasing Director for Private Labels and Exclusive Brands at Mack & Schühle AG; and Nicholas Moschi – Purchasing Director at Liberty Wines.
Each brought forward different and complementary perspectives that helped the audience better understand the dynamics of both domestic and international markets, across traditional channels as well as large-scale retail.
“The Garda DOC denomination has all the characteristics needed to become a benchmark in the international wine scene: wines with a modern profile, accessible yet never ordinary, capable of fully interpreting today’s consumer preferences,” said Christoph Mack, CEO of Mack & Schühle AG. “But what truly makes this denomination special is its deep connection to a unique territory that I personally know and have visited for years. Lake Garda, with its mild climate, scenic beauty, and culture of hospitality, gives these wines a strong and recognizable identity. Promoting Garda DOC means telling the story not only of a wine, but of an experience – a place that German consumers love and with which they feel a deep affinity.”
Daniele Colombo, Wine and Spirits Category Manager at Esselunga, stated: “Esselunga believes in the value of local products and actively supports Made in Italy, promoting items that express the identity and tradition of our country. The wine sector is strategic for us: in addition to dedicating substantial shelf space through our in-store wine shops, we’ve also developed a dedicated e-commerce platform. Within the current wine landscape, the Garda DOC denomination has strong growth potential, thanks in part to the international renown of its territory.”
Fabio Piccoli, Editor-in-Chief and founder of Wine Meridian and author of the study, added “Today, the Garda DOC project represents the experience of a truly contemporary territorial system. For the first time, a consortium is clearly and boldly addressing the end consumer directly. This is not just about promotion—it’s about genuine, interdisciplinary engagement that includes figures like buyers in the development process itself. This is a modern system, with a vision still in the making. Garda DOC, in this sense, is a forward-thinking denomination: a contemporary response. A model is taking shape where multiple identities coexist under a shared vision. It’s a project based on shared values, intentions, and perspectives, aiming to connect origin and value.”
Lucio Roncoroni, General Director of CDA Consorzio Distributori Alimentari, continued “Garda DOC is not just a denomination, but an identity platform that represents an evolved idea of Italian style: elegant, accessible, contemporary. To compete in a market where brand value is crucial, the Garda DOC Consortium is building a coherent and distinctive narrative, combining the strength of the Garda territory with the credibility of a solid and professional distribution network. The challenge now is to construct a shared story that spans the entire supply chain—from production to foodservice—making Garda DOC even more recognizable and highly desirable. Only then we can truly speak the language of the future. This study is a key milestone in achieving that goal.”
“The Garda DOC project stands out for its strong focus on contemporaneity and a clear vision for the future of Italian wine,” said Nicholas Moschi, Purchasing Director at Liberty Wines. “It is a denomination designed to appeal to an international, young, conscious, and curious audience—consumers who seek wines that combine quality, identity, and drinkability. At the same time, Garda DOC aims to celebrate the expertise, dedication, and vision of local producers, who have safeguarded the winemaking heritage of the Garda region for generations. Through ongoing work on style, consistent quality, and storytelling, Garda DOC today positions itself as a true ambassador of Italian wine culture—representing the uniqueness of an extraordinary terroir, the elegance of its landscapes, and the cultural evolution of taste, with an eye toward both the new generation of wine lovers and the most demanding global markets. This balance between deep roots and innovation is the source of Garda DOC’s strength.”
Helena Mariscal, Purchasing Director for Private Label and Exclusive Brands at Mack & Schühle AG, concluded: “For the German market, Garda DOC is more than just a wine denomination: it is the authentic expression of a remarkable territory that blends winemaking history, varietal biodiversity, and a deeply Italian lifestyle. It is precisely this combination—quality, recognizability, and emotional appeal—that makes Garda DOC a unique and highly attractive proposition for the German market. Garda DOC brings together the richness of iconic territories with a broad range of styles and internationally recognized grape varieties already appreciated by the market. Its strength lies in the combination of quality, regional identity, and a brand with strong international appeal—easily recognizable and associated with the Italian lifestyle.
With a significant number of tourists visiting Lake Garda each year, wine tourism becomes a powerful promotional tool, reinforcing the connection between wine and territory. Moreover, thanks to its export-oriented distribution, Garda DOC naturally extends into key markets such as Germany, Switzerland, and France. Participation in trade fairs, brand building, and targeted investments make Garda DOC a denomination with real international potential—one that blends tradition and modernity in every glass.”
The analysis revealed a clear picture of the denomination’s potential, along with its distinctive qualities already appreciated by the trade—such as versatility, freshness, and its connection to a premium territory internationally recognized for its quality of life and tourism.
The conference brought together representatives from the distribution sector, large-scale retail buyers, HORECA operators, and members of the Consortium, generating a valuable exchange of insights to help shape future promotional and distribution strategies for the Garda DOC denomination.
Through its continued efforts in research, promotion, and communication, the Garda DOC Consortium reaffirms its commitment to supporting the denomination’s growth through targeted actions based on attentive market listening and precise data analysis.
About Garda DOC Consortium
A hilly region with unique landscape features, nestled between Lombardy and Veneto, protected by the mountains and overlooking Italy’s largest lake—this is where the Garda DOC denomination lies, spanning the provinces of Brescia, Mantua, and Verona. This wine-producing area benefits from special climatic conditions that have shaped the qualities of the grape varieties grown here over time, and continue to define their distinct characteristics today.
First recognized in 1996 with the aim of promoting varietal wines produced in the 10 historic winemaking zones of the Lake Garda area, the Garda DOC is a denomination driven by a strong spirit of innovation. Over the years, it has shown the ability to evolve in response to consumer demands, while remaining faithful to a winemaking tradition rooted in ancient history.
Officially recognized by the Italian Ministry in 2015 and operating erga omnes since 2016, the Garda DOC Consortium today represents 250 users of the denomination. It gives voice to and promotes one of Italy’s finest food and wine excellences.
