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Young People And Asia: 2021 Targets For SOAVE by 28/02/2021  

Not even Covid stops the Soave Consortium, after the GIAHS recognition of the FAO in 2018, the adoption of the additional geographical units within the denomination in 2019, the Venetian consortium that brings together more than eighty producers of one of the most famous Italian whites in the world, in 2020 resists on the markets thanks to large-scale distribution and consolidated exports. And for 2021 we look to China with the participation in wine to asia in Shenzen from 8 to 10 June.


"We are witnessing a generational change among consumers and a revival of historical denominations - explained Chiara Maria Mattiello, marketing manager of the Soave Consortium who spoke live on Instagram on the official Vinitaly channel - and have a history and a territory behind us wonderful is a winning combination to resist on the markets. Before the pandemic we were working satisfaction in Canada and Japan, the first lockdown, thanks to the staggered closures, did not scare us, while the most recent closures in Germany and Belgium have a bit worried. Now we look forward to the restart of the Horeca channel which is particularly important for small producers ”.

Territory and denomination keys to success in a difficult 2020, and it is precisely on these assets, in Soave, that we have worked in recent years.

The recognition of the Soave production area by the FAO dates back to 2018: “The Globally important agricultural heritage systems is a FAO program that protects 57 rural landscapes around the world. Panoramas modeled over time by the hand of man in symbiosis, not in antagonism, with nature "said Mattiello. Fascinating, ancient places, still able to guarantee the economic sustenance of the communities that work there. Only six of these landscapes are in Europe and only one of them is linked to viticulture, it is precisely the area around Soave, a green wave of pergola vineyards in terraces with dry stone walls perched on the hills, which cascades down towards the plain. Vineyards that allow the three thousand wineries in the area to produce one of the most famous Italian white wines in the world, Soave and the historic Recioto di Soave.

"A great result obtained in 2018 thanks to twenty years of studies on the territory - explained Mattiello -, the opening of the register of Italian rural historical landscapes made it possible to apply for and obtain this recognition and then resulted more recently in the publication of the volume Soave Terroir ”.

The following year, the further step forward in the Soave denomination, taking advantage of the opportunity to approve the additional geographical units. “It is an innovative legislative instrument - explained Chiara Maria Mattiello - it allows denominations to be able to select micro-areas of territories particularly suited to production and to identify them with a name. In addition to giving added value to the label, it is an important tool in the traceability of wine with a certainty of the origin of the product that really goes from the bunch to the bottle ".

The "Geo Units" as they call them in the Consortium, which have been included in the production specification are 33 and 28 were claimed in 2020 and therefore allow to recognize the origin of the grapes in a territory of 7000 cultivated hectares ranging from an altitude 30 meters above sea level, 380 meters in the "classic area" up to 700 meters in Roncà - Monte Calvarina and with volcanic and calcareous terroirs. Factors that vary extremely the freshness and acidity of the wine. To conclude with the words of Chiara Maria Mattiello: "Garganega and its versatility is our common denominator, but there is no one alike in Soave".