Asolo - The consortium protecting wines from Asolo and Montello is preparing for the coming years with a strategic roadmap. The focus is on strengthening its international presence, as the export sector now accounts for around 70 percent of total sales. While Italy remains a central pillar, targeted advertising measures in France, Germany, the USA and, for the first time, Mexico are intended to further consolidate the market position.
The international tour kicks off in Paris. From February 9 to 11, the consortium will be represented at Wine Paris, a trade fair that is steadily gaining global significance. Just one month later, from March 15 to 17, it will be exhibiting at ProWein in Düsseldorf. Due to its historical importance and high sales volume, Germany is still one of the most important target markets for Italian quality wines. The consortium is also active in its home country: at Vinitaly in Verona and through the Vinitaly International Academy, experts and brand ambassadors will receive targeted training in order to communicate the special features of the region worldwide.
Expansion into North America and Mexico
Particular attention is being paid to the United States, which currently accounts for half of the total export volume. In order to defend and build on this strong position, the consortium is taking part in the „Slow Wine World Tour“ in March. The stops in San Francisco, Austin and New York are firmly on the agenda. The conservation consortium will also be celebrating a premiere in Mexico City. On April 23, the region will be presented as part of the Gambero Rosso International Roadshow. Mexico has already established itself as the fourth most important sales market for Asolo Prosecco DOCG and offers great potential for further growth.
Focus on authenticity and wine tourism
In addition to its presence at international trade fairs, the consortium relies on direct experience on site. A key component of the 2026 strategy is to bring international journalists and trade visitors from the USA, Great Britain, Switzerland, Japan and Mexico directly to the wine-growing region. Those responsible are convinced that the close link between viticulture and nature can best be conveyed through personal impressions. Cultural highlights such as the Gipsotheca di Canova, the Villa di Maser and the Abbey of Sant'Eustachio form the backdrop for the presentation of regional products.
President Michele Noal emphasizes that the challenges of the market are being met with determination. The aim is to communicate the value of the territory and to support the associated businesses in opening up new sales channels. Despite the focus on the global stage, the aim is to preserve the identity as a small but fine wine region. The year 2025 has already seen slight growth, which underlines the uniqueness of the wines from Asolo and Montello.
