SERENA WINES 1881 AT VINITALY 2026: “AUDACE”,
THE METODO CLASSICO THAT MARKS A
NEW PHASE OF EVOLUTION, DEBUTS
The historical company based in Conegliano, a leading producer of Prosecco DOC DOC and DOCG, is expanding its offering with a value-oriented strategy aimed at an ever-expanding audience
Serena Wines 1881 will also be a protagonist at Vinitaly & the City with three signature cocktails in the mixology area of the Loggia Antica in Piazza dei Signori (April 10–12) and in Verona’s cocktail bars
Serena Wines 1881 returns to Vinitaly (Hall 6, Stand C4) with a project that marks a strategic step in its evolution: the debut of its first Metodo Classico, “Audace.” This project symbolizes a journey that combines the consolidated success of the company as a Prosecco DOC and DOCG producer with a new vision focused on premium positioning and product diversification.
Produced in the Lessini Mountains, between Soave and Montebello, Audace is a Blanc de Noirs Extra Brut made from Pinot Noir, aged on the lees for 18 months, followed by further bottle ageing after disgorgement. The project was born to address the high-end market segment and open up new opportunities in the Horeca channel, with an initial production of approximately 10,000 bottles and growth prospects in the coming years.
Prosecco and sparkling wines remain the company’s core identity and continue to be the primary driver of growth, from keg to bottle. This is the context for the recent repositioning of the Serena 1881 brand, now expressed as a lifestyle brand through the “Quality Times” concept, which emphasizes the value of everyday life and authentic moments. This approach aims to strengthen the product’s perception and build a more contemporary relationship with consumers. The current context – marked by more informed consumption, attention to alcohol content, but also by a growing pursuit of quality and premium products – requires new responses. This is the direction taken by the Audace project, which expands the scope of Serena Wines 1881 and strengthens its role in the contemporary winemaking landscape. “Prosecco remains our core business, but we felt the need to expand our offering with an Italian product capable of interacting with the world of Metodo Classico. Audace was born from this vision: to create a meeting point between two worlds, while maintaining our strong identity,” comments Luca Serena.
Alongside this brand new product, Serena Wines 1881 is showcasing at Vinitaly the new products previously presented at Wine Paris, Beer & Food Attraction (Rimini) and Prowein, which reflect the company’s increasingly diversification-oriented approach: 0.0 Alcohol Free Serena 1881 – Quality Times, designed to meet the growing demand for non-alcoholic alternatives, along with new mixology-focused products – such as Più Spritz The Deer and the new Lemon Spritz – and more versatile formats such as the 0.375-liter Prosecco DOC Extra Dry.
Among the key products is also Rabosello, a sparkling rosé IGT Veneto made from Raboso grapes, available both in keg and bottle. It represents a return to native grape varieties and a more casual, contemporary drinking style: with a bright pink color and aromas of red fruits, it stands out for its lively freshness, ideal as an aperitif and particularly suited to immediate pairings such as pizza and cured meats. This label also represents a strategic lever for development in large-scale distribution, a channel in which the company is increasingly investing to expand its presence and tap into new consumption opportunities.
Another key product will be Soé Brut in a revamped packaging: the blend of Ribolla Gialla and Chardonnay joins the Serena 1881 line as a special edition, with a profile further enhanced by a slightly longer fermentation. Born from a clear market need, Soé aims to combine quality and originality, providing the professional channel with a product capable of guaranteeing fair margins, for both traditional consumption and mixed drinks.
An immersive booth combining experience and storytelling
At Vinitaly 2026, Serena Wines 1881 is completely revamping its presence with a space designed as an “experiential room”. The stand will welcome visitors into an immersive environment featuring LED walls and mirrored surfaces, where images, lights, reflections and sounds amplify sensory perception. A looping video takes visitors on a journey from the frenetic rhythm of the city to landscapes of tranquility and contemplation, where time seems to slow down and breathing space is restored. From the frenetic pace of the fair, we enter a suspended, intimate dimension, where the Quality Times concept takes shape: an invitation to rediscover the value of small things, everyday gestures and the beauty hidden in details. An emotional story that invites to tasting and reinforces the brand’s identity.
Serena 1881 signature cocktails among the protagonists of Vinitaly and the City and in Verona’s cocktail bars
The company’s presence also extends beyond the trade fair with its participation in Vinitaly & the City, in the mixology area of the Loggia Antica in Piazza dei Signori (April 10-12). Here, Serena Wines 1881 will bring three signature cocktails – Camoma, Mestrino Fizz and Capri (videos available on the company’s YouTube page) – contemporary interpretations that showcase the brand’s most creative and convivial soul. The events are scheduled for Friday, April 10, from 6:00 PM to 11:00 PM, and Saturday, April 11, and Sunday, April 12, from 3:00 PM to 11:00 PM, offering the public an immersive experience in the world of Serena 1881 cocktails.
Furthermore, during the Vinitaly week, Serena Wines 1881 is participating in the “Guida Cin Cin Verona” project, promoted by the Prosecco DOC Consortium in collaboration with Tuorlo Magazine. The project will be presented in the Prosecco DOC Theatre at Vinitaly 2026, Hall 4, Stand B4. The initiative involves a selection of the city’s cocktail bars, where Prosecco DOC-based limited-edition signature cocktails will be offered. Serena Wines 1881 will be present with its Prosecco DOC Extra Dry in two venues – Via Fama Cafè (Via Fama, 2, Verona) and Amaro (Stradone S. Fermo, 5, Verona) – offering two cocktails, Euphoria and Sbagliato+Fragola, which highlight the product’s versatility and its role in contemporary mixology.
With a presence that combines product, experience and vision, Serena Wines 1881 confirms itself at Vinitaly 2026 as an evolving player: capable of maintaining its roots in Prosecco, but ready to open up to new scenarios, interpreting market changes with a forward-looking eye.