Lugana wants to conquer the Usa

Claudio Andrizzi
Written by Claudio Andrizzi

Lugana flies overseas to conquer the States: the acclaimed Lake Garda white wine is the main protagonist of a coast to coast promotional tour which started off from San Francisco on monday, organized by the Consorzio Tutela Lugana. The tour will also hit the Peninsula Hotel in Beverly Hills, Los Angeles, and of course New York, where Lugana is already well known thanks to the partnership with Eataly. This new mission seems destined to further consolidate the ever increasing export-oriented vocation of Lugana: over 70% of production, which sums up to nearly 14 million bottles, is sold on foreign markets.

“The US is the main market we’re investing on in our three year project started in 2014 – says the president of the Consorzio Luca Formentini-. The results are very interesting: we look with great attention especially to the market of the so-called “millenials”, the generation between 20 and 35 years covering 21% of the US population but representing as much as 30% of total consumption of wine. This kind of consumer has already a basic knowledge of wine, and is able to understand a non mainstream product like Lugana, for which you need a certain amount of curiosity and a willingness to individual choice. “

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