Lugana “flies” in the USA

Claudio Andrizzi
Written by Claudio Andrizzi

The Lugana Promotional tour in the United States, undertaken in recent days by the Lugana Doc Consortium, is getting a great success. It is a particularly busy mission, which started on October 17 from Boston and will continue until next November 10 touching New York, Philadelphia, Los Angeles and Chicago. The total scheduled events are 10, and they will be addressed in particular to the media: an extraordinary opportunity to present the peculiarities of the increasingly popular Garda white wine to the opinion leaders of a booming market like the US.

“Our promotional strategy aims to consolidate traditional markets by opening new ones at the same time – says Consortiun president Luca Formentini, present in all stages of the journey with director Carlo Veronese -. In this area we have selected the US as the main market in which to invest for the consortium activities. For two years we’ve been devoting significant resources to this country, but the 10 events of 2016 represent a goal we’ve never reached before”

Numbers testify the president ‘s right: because if it is true that Germany remains the first target market for exports which, for the Lugana, has touched a staggering rate now close to 80% of total production, it is also true that United States are gradually growing strong. Hence the events planned for 2016, which will continue until a brief return to Italy (after the appointment in Los Angeles of October 26) and provide a fresh start for two more important milestones scheduled in Chicago for November 8 (the Election day) and then on November 10 for participating in the Chili event sponsored by the authoritative magazine Wine Spectator. On this occasion the Lugana will be offered in combination with dishes by 50 top chefs in a charity evening.

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