Business Anna Rainoldi

The future of the Lugana DOC. An interview with the president, Ettore Nicoletto

The future of the Lugana DOC. An interview with the president, Ettore Nicoletto

A manager as president of the Consorzio Tutela Lugana. The election of Ettore Nicoletto (CEO of Santa Margherita Gruppo Vinicolo since 2008 and CEO of Cà Maiol) is a sign of change that aims to increase the promotion of the DOC in the world, favouring the expansion of new markets such as Japan and USA.

The United States, in particular, is a very high absorption market that needs to be overseen with care. “By 2019 we aim to organise a large tasting in New York with all the Lugana producers and a selection of guests from the trade,” Nicoletto explains.

Fresh, versatile, modern: why people like Lugana

The growth potential of Lugana derives from the distinctive features of this white wine, which are fully in line with modern taste. “Modern, approachable, anything but banal. Fresh and mineral, it is a versatile white suitable for food pairing, which is a highly valued feature by wine lovers.” One of the Consortium’s aims is the further development of the economic value of Lugana, involving the whole production chain.

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