STYLE AND INNOVATION BETWEEN WINE, CULTURE, AND FASHION
September and October will be the perfect months to discover the many events that unite the world of wine, fashion, and culture, all tied together by the golden thread of Lugana wine.
The Lugana DOC Protection Consortium continues to innovate and enhance the Lugana brand by participating in a wide variety of events both in Italy and abroad, designed to highlight the unique qualities of its wine and further strengthen the reputation of the denomination. The Consortium continues to expand its horizons with an innovative communication strategy aimed at increasing its presence in domestic and international markets, while reaching a young and dynamic audience. This approach extends beyond the wine sector, embracing a fusion of styles and industries, creating an ecosystem of experiences designed to attract and engage new generations.
Chronologically, the first major event for the public is on September 7 with the *Vendemmia Reale* at the Royal Gardens in Turin, where, in addition to wine, guests will have exclusive access to spaces normally closed off in the Royal Palace. The Lugana DOC Protection Consortium will be present at the third edition of the event with a dedicated corner, where several wineries will showcase their finest wines. Additional labels will also be available at the tasting counter during an event that celebrates sustainability and Italy’s winemaking tradition.
Moving east, on September 8, the Consortium will be a key partner at *The Queen of Taste* gourmet festival in Cortina d’Ampezzo. During the exclusive *StrEat Lunch*, two types of Lugana DOC will accompany signature dishes prepared by Michelin-starred chefs and emerging young talents, highlighting the mountain culinary tradition. The Consortium is committed to supporting new generations, believing in the potential of this target audience by offering a wine that looks to the future in both taste and production.
On September 21 in Milan, during Milan Fashion Week, the Lugana Consortium will be the official partner at designer Domenico Orefice’s event at the Sozzani Foundation. His collections blend sportswear and innovation with tailoring and craftsmanship, celebrating *Made in Italy* with a contemporary and placeless aesthetic. These values align perfectly with the ideals of the Consortium, which works to promote Italian excellence and guarantee the quality of its product.
Edoardo Peduto, director of the Lugana Consortium, commented: *“Collaborations and synergies between the worlds of wine, fashion, design, and art are fundamental to enhancing our heritage and bringing innovation through new languages. These fields, although different, share a passion for excellence and the ability to tell unique stories. Working together allows us to create experiences that go beyond the product, helping to elevate the Lugana brand and its territory to a globally recognizable and prestigious level.”*
The Consortium then flies south to Siracusa, Sicily, where the G7 will be held in beautiful Ortigia from September 26 to 28. During the meeting of the Ministers of Agriculture, the Consortium will be part of the Lombardy region’s collective, alongside other Northern Italian excellences. This is an exceptional showcase for Lugana, which will be featured in tastings and masterclasses in an international context.
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Returning closer to home, from October 11 to 13, the Consortium will focus on wine lovers by participating in *Hostaria*, the Wine Festival in Verona, with two exclusive events: the *Lugana Party*, an invitation-only event on Friday evening in the setting of Villa Brasavola, and *L’Aperitivo del Lugana*, available by reservation on Saturday and Sunday from 12:00 to 1:00 PM and 5:00 to 6:00 PM.
From a business-to-business perspective, the Consortium also offers various events for wine industry professionals: starting in the UK on September 5 with a webinar for leading wine writers, hosted by author Tom Cannavan. The initiative will focus on the tasting of eight prestigious labels: four vintage Lugana and four Riserva. From September 30 to October 3, the Consortium is organizing a press tour in Lugana for U.S. journalists, offering them the opportunity to explore the region and the many experiences offered by DOC wineries, with the goal of further expanding the recognition of Lugana wine and its producers in this key market for the denomination.