For Trentodoc, the goal is 15 million bottles and a push abroad. Interview with the new president Stefano Fambri

The Trentodoc Institute changes leadership, and after 12 years, the baton passes to Stefano Fambri, director of Nosio (Mezzacorona Group). The outgoing president, Enrico Zanoni, steps down after four terms without making himself available for a new appointment but remains on the board of directors: "Endowing the Institute with a budget, consisting of funding from members together with resources for brand promotion," commented Zanoni, "allowed us to implement an organizational structure." The Institute, which currently includes 67 Trentino sparkling wine producers, has the role of promoting the Trentodoc brand in Italy and abroad. According to Fambri, the strategy to follow will be one of continuity. In his first interview, the new president talked about consolidating the growth and success achieved so far.

Trento Doc - Piana Rotaliana, Faedo, Pressano - Ph. Alice Russolo

Objective: 15 million bottles

Compared to the general economic landscape, rising prices and reduced consumer purchasing power pose a further future challenge. Nevertheless, the market for these mountain sparkling wines in 2023 is estimated to be stable, as reported by the new president, following 2022 with 13 million bottles and a 2021 that exceeded 2019 (pre-pandemic): "The threshold of 15 million bottles is achievable, but we are aware that the expected growth in the coming years cannot be of the same intensity as in previous ones. For now, we consider ourselves satisfied, in a context where almost all sparkling wines have sold less."

Two out of ten Trentodoc bottles cross the borders of Italy, which still represents 80% of this Trentino classic method: "On the one hand, we still have room for growth in the domestic market, and on the other hand, we are interested in foreign markets. In particular, the UK, Japan, and East Asia are showing interest in quality sparkling wines like ours," explains Fambri, mentioning ongoing initiatives, with Ocm funds, on the US East Coast and in Switzerland, defined as a market sensitive to quality and medium to high-end products.

Increasing high-quality sparkling wines, but no additional geographical units (UGA) for now

While the path to growth abroad is somewhat obligatory, companies are responding with an increase in the quality offered to consumers: "Wineries are focusing on superior products, with refinements that largely start from 36 months. Indeed, vintage, reserves, selections, and limited editions have increased," emphasizes Fambri, who, for now, believes that the implementation of additional geographical units (UGA), as done by the Franciacorta DOCG, is not necessary for Trentodoc: "I find it hard to think that they are useful for the end-user. It's better to focus on the concept of mountain sparkling wines."

Trentodoc Festival in September

A tourist destination of excellence, Trentino is the privileged ground for Institute initiatives. Beyond major fairs, from Prowein to Vinitaly, the team led by Sabrina Schench is already working towards the Trentodoc Festival, an event scheduled for September: "Last year," recalls Fambri, "we had a strong image return, thanks also to 80 events managed by individual wineries, beyond the common schedule. Wine tourists, when on vacation, prioritize experiences. That's the way."