DOC SICILIA ASSURES ITSELF AS THE MAIN ACTOR ON THE INTERNATIONAL WINE STAGE
With a tight program, the Consorzio di Tutela DOC Sicilia is intensifying its promotional activities in Canada,the USA and the United Kingdom between April and May
After receiving major international awards at the beginning of the year, the Consorzio di Tutela Vini DOC Sicilia is launching a series of activities between April and May 2025 to strengthen its presence in key non-European markets. The campaign calendar covers three strategic markets— Canada, the United States, and the United Kingdom —and reflects the Consortium’s ongoing efforts to consolidate its designation of origin’s position in high-potential international markets.
“The first quarter of 2025 was a turning point for the international reputation of DOC Sicilia,”emphasizes Camillo Pugliesi , director of the consortium . “Canada, the USA, and the United Kingdom are among our strategic target markets. Our presence through tastings, seminars, and public relations clearly demonstrates our commitment to enhancing our appellation internationally. Bringing Sicily to the world means more than just presenting a wine, but also communicating its culture, history, and vision. The consortium is working tirelessly to integrate DOC Sicilia wines into the international world of excellence.”
In April, the consortium participated in the Toronto Food and Drink Festival (April 11–13), one of Canada’s most important trade fairs for consumers and professionals in the food and beverage industry, which was held at the Metro Toronto Convention Centre. At the same time, a delegation from the Société des alcools du Québec ( SAQ ) traveled to Sicily from April 10 to 15. Between winery visits and cultural highlights, the tour culminated in a grand tasting at which 90 DOC Sicilia wines were presented to representatives of the Quebec Alcohol Authority—a strong signal for the deepening of relations with the province’s regulated alcoholic beverage distribution system.
In May the focus turned entirely to the US market: with the DOC Sicilia Annual US Road Show the consortium is touring several cities and bringing its wines directly to local retailers as part of industry events. The tour began on May 13 in Chicago and continued on May 15 in Houston , on May 19 in Washington DC and finally on May 21 in New York City , where the Grand Walk Around Tasting took place – a large tasting for professionals, press and influencers at which 105 wines were presented and over 160 guests were in attendance. The following day, May 22 , an exclusive tasting followed in the elegant Café Carmellini of the Fifth Avenue Hotel, reserved for select buyers and industry experts. On May 23 a tasting took place at Buy Rite in Jersey City , aimed at introducing end consumers to the world of DOC Sicilia.
The events were complemented by participation in the Nantucket Wine & Food Festival, one of the most exclusive highlights in the American wine sector. Between May 17 and 18, the consortium was represented at the opening ceremony ” Smoked! Grill Around the World ” with 14 Sicilia DOC wines.
With three consumer tastings and a professional session, it strengthened the visibility of its designation of origin among wine lovers, chefs, influencers and fine dining experts.
With targeted events and promotional activities, the promotion of DOC Sicilia was also extended to the British market. From May 19 to 21, the consortium had its own stand at the London Wine Fair, one of Europe’s most important B2B trade fairs. Ten companies presented their wines in rotation, and another ten were at the tasting counter, offering a total of 65 wines for tasting. Concurrently, tastings at the London wine bars Tosi Gorgonzola Bar and Tappo Enoteca attracted a younger, yet enthusiastic audience. These highlights were complemented by masterclasses followed by dinner at Macellaio Soho and the SILVA Restaurant , with the aim of experiencing the interplay of wine and food and fostering exchanges with media and professionals from the Horeca channel.
All these measures are part of a broad international promotion plan launched earlier this year in the US with the support of the agencies Colangelo & Partners (trade) and Current Global (consumer communications), and in the UK with Spencer & Lewis. A market study commissioned by the consortium has shown that DOC Sicilia is attracting increasing attention. In professional circles, the designation of origin is already considered one of Italy’s most promising, particularly in terms of quality, authenticity, and growth potential.
With its structured strategy and active presence, DOC Sicilia strengthens its position on the international wine scene and promotes a profile that combines terroir, sustainability and global orientation.
