DOC Sicilia Unveils Its 2026 Global Roadmap
Masterclasses, international tours and trade engagement to strengthen the identity of a modern wine continent
The Consorzio DOC Sicilia has presented its 2026 calendar of tastings and educational initiatives, outlining an ambitious programme set to span Italy and key international markets. Through a structured series of masterclasses, trade tastings and retail activations, the denomination aims to reinforce its positioning as a contemporary expression of a territory defined by extraordinary biodiversity, deep-rooted winemaking culture and an ability to interpret evolving global consumption trends.
According to Camillo Pugliesi, Director of the Consortium, tasting and educational events are a central strategic lever. Beyond showcasing wine quality, they provide an opportunity to communicate the defining values of DOC Sicilia, from environmental stewardship and sustainability to the denomination’s growing strength and recognisability on international markets.
A Structured Italian Tour
The Italian programme will open in late February 2026 with “Sicilia DOC Experience: Harmonies and Contrasts”, a 12-city tour organised in collaboration with sommelier and tasting associations. The format centres on in-depth masterclasses dedicated to the indigenous grape varieties protected under DOC Sicilia, led by respected figures from the wine and wine communication sectors. Targeted at trade professionals, sommeliers and opinion leaders, the initiative seeks to deepen technical knowledge while reinforcing the cultural narrative of Sicily’s wine heritage.
Focus on North America
Internationally, Canada and the United States remain priority growth markets. In Canada, masterclasses tailored to sommelier students will take place in Québec and Ontario, with the goal of training more than 50 future professionals. These sessions will explore the diversity of Sicilia DOC grape varieties, terroirs and stylistic expressions. Educational activities will be complemented by in-store tastings within selected outlets of the provincial monopolies, notably the SAQand the LCBO, strengthening brand awareness and stimulating consumer engagement.
In the United States, the Consortium will consolidate its presence through high-profile trade events targeting leading buyers, enhanced by curated food pairings that highlight the versatility of Sicilia DOC wines. The Sicilia DOC in Tour initiative will return, including the Annual New York Industry Tasting and an educational roadshow featuring seminars in Denver, Dallas and Los Angeles. Retail-focused initiatives, including training sessions for staff at major American chains, will further support market penetration.
With this comprehensive and coherent programme, the Consorzio DOC Sicilia underscores its commitment to a long-term promotional strategy that combines education with territorial storytelling. The objective is clear: to strengthen the denomination’s positioning in Italy and worldwide as a dynamic and authentic expression of a true wine continent.