Sicily’s regions promoting the importance of wine quality labels
The ‘Europe for the Senses’ campaign urges the importance of the PDO quality certification through Italy’s Mt Etna and Alto Adige wines.
Recently in London, a group of trade professionals gathered for a tasting masterclass to explore the wines of Sicily, part of the ongoing ‘Europe for the Senses’ campaign. The three-year initiative, which launched in 2023, aims to raise awareness of quality European PDO (Protected Designation of Origin) certified wines. By showcasing the unique landscapes of Mount Etna and Alto Adige, the campaign underlines the certification processes that define these Italian regions.
The Europe for the Senses campaign, funded by the consortia of Etna and Alto Adige, along with the EU, seeks to educate consumers and trade professionals in the UK and Switzerland about the value of PDO and DOC (Denomination of Controlled Origin) wines. Running until 2026, the campaign aims to highlight the shared commitment to quality and sustainability while exploring the unique characteristics of each region’s wines.
Mount Etna, Sicily’s iconic volcano, has been a prominent symbol of viticulture since ancient times, with the Greeks introducing organised winemaking in 720 BC. Today, Etna DOC wines are known for their unique mineral character, shaped by volcanic soils and dramatic climatic conditions. The region’s terraced vineyards, often on steep slopes, are a testament to the complex viticulture required to grow grapes in such challenging terrain.
Alto Adige, located in northern Italy, has a winemaking history influenced by Roman, German, and Austrian cultures. Its vineyards, perched between the Alps and the Mediterranean, benefit from diverse microclimates and high altitudes, producing a wide range of wines. Alto Adige DOC is recognised for its precision and balance, with sustainability and biodiversity playing a key role in the region’s viticulture.
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At the London tasting event, Nancy Gilchrist MW guided attendees through a tasting of wines from both regions, explaining how both of their distinct geological and climatic conditions shape their wines. According to Maurizio Lunetta, director at the Etna DOC Consortium, the complexity is particularly evident in the Etna region. “One of our key goals is to foster a deep understanding of the distinctive characteristics of the four slopes of the Etna PDO area. Each slope has its own unique climate, soil, and environmental factors, such as temperature fluctuations and sunlight intensity, which directly influence the wine produced. This complexity is what makes Etna wines so special.”
A significant aspect of the campaign is its focus on introducing a diverse array of producers to the UK market. “The campaign aims to introduce a wide range of producers, from well-established wineries to smaller, emerging producers who are eager to showcase their wines,” Lunetta adds.
Reception of the campaign so far
Reception of the campaign in the UK market has been promising so far, Lunetta told db. He noted a growing awareness of Etna PDO wines, particularly among industry professionals. “We’ve seen a significant increase in awareness of Etna PDO wines in the UK. The campaign has provided an excellent platform to highlight the wines of Etna and Alto Adige, both regions known for their heroic viticulture and exceptional quality. The combination of events (like the recent tasting masterclass in London) and tailored promotional tools has helped to elevate the visibility of these wines, making them more accessible to both trade decision-makers and consumers.”
Why this pairing?
The decision to pair the wines of Etna and Alto Adige for this campaign was deliberate, with both regions unique terroirs highlighting the diversity of Italy’s winemaking. “The Europe for the Senses campaign is designed to raise awareness of outstanding Italian PDO wines and gastronomy, with a focus on markets outside the European Union,” Lunetta explained. “The UK and Switzerland were specifically chosen due to their proximity and their consumers’ affinity for high-quality, authentic products.
How far does sustainability play into the PDO certification?
Sustainability, a growing concern for modern consumers, plays a significant role in the Etna PDO’s approach to quality. “Sustainability is a central issue for us,” Lunetta said. “Around 60% of the vineyards within the Etna PDO region are already certified organic, and we’re working towards further certification that focuses on concrete and measurable sustainability metrics. This is not just beneficial for the environment but also aligns with the growing consumer demand for sustainable products. By implementing sustainable practices, we also improve the quality of the wines, making them even more appealing in markets that prioritise eco-consciousness,” Lunetta explains to db.
The PDO label itself is central to the campaign’s message, as Lunetta explained: “The PDO label guarantees that the wine has been produced according to strict regulations, from the vineyard to the bottle. This ensures the authenticity and traceability of each bottle, which is increasingly important for today’s consumers. The label provides transparency and assures the buyer of the wine’s exceptional quality, based on the unique characteristics of its terroir. It also protects consumers from imitation and ensures they are enjoying an authentic product that reflects the craftsmanship of the region.”
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